Have you ever thought of words as messengers?
Words carry both power and potential. I bet you could remember a time or two where words, either read or spoken, have had a significant impact on, resonated with or affected your emotional state.
When it comes to storytelling, positioning or narratives in business communications, the words, phrases and overall voice of website copy, social media posts, and other pieces of any marketing mix set a definite tone for your demographic to embrace (or reject). It is why establishing a consistent vibe in how you represent your brand or company should be top of mind. Anything that comes across as hodge podge or like vegetable soup to a reader (ie. potential client or buyer) just won’t resonate if it creates a disconnect.
There are so many things vying for our attention in our 24/7 world that you MUST be able, in as succinct a way as possible, capture the essence of what you want to say or your point of view that it then demands further conversation or investigation. If you don’t master that, you have lost customers right out of the gate.
Too many business entities don’t place an important emphasis on the words that they choose to represent them, ironically viewing text as secondary (or even tertiary) while focusing most of their efforts on visual appeal.
Your words need to have some wow factor without leaning on superlatives or being too gimmicky. Your copywriting needs to draw people in, change perception, dissolve objection, evoke or provoke into action. You need to make your audience curious by triggering just the right emotion(s). Sounds like a lot to ask but it is the reality of today’s marketplace.
Does your brand’s writing convey value, encourage connections and result in people saying “I’m in”? Ask a few people you know for their opinion/feedback. Take a moment to read some of your copy out loud to see if it packs a punch and says all the things you want it to. If it doesn’t, consider that the right words drive the right numbers and get rewriting (or hire a copywriter like me) pronto.