The Importance of Word Choice

Word choice means everything in effective marketing.
So many words, each with a different connotation.

The most important step to creating a blog that works for your business is simple: write effective content that gives people what they want. But what is effective content and how do you make sure that what you put in your post will connect with your audience?

And it’s not just blog posts that need to reach a target market: everything you write reflects who you are as a business person (and if you own your own business, who you are as the symbol of the company). One purpose of this website is to help you with all steps of your writing process so that what you want to say to your customers and to the world is exactly what you write on the page. Did you ever hear of the phrase “lost in translation?” – well, you definitely do not want that to happen in your written materials. Remember Joey and his THE-saurus?

Below are a few steps that can help anyone with their business writing – whether they are blogging, creating ads, writing for print, or simply emailing interoffice colleagues. (See our page on academic writing for academically-focused writing tips.)

Smart Business Writing:

Be Concise:

Let’s take a look at the following two sentences. Which one is easier to read?

“In my opinion, the statistics and numbers that I collected online via the Internet clearly demonstrate and prove that our business is a much better match, and is much more suited for your company and the needs that your company has.”

“The data shows a positive correlation between our services and your business needs.”

Clearly, the second sentence is easier to read. Why? It uses just enough words to get the point across. No more, no less. Customers will be more likely to buy your product or service if they can understand what you are saying to them. When I edit reports and formal materials, I make it a point to read the text out loud. If I stumble over anything, then I need to revise and rewrite. Chances are that I’ve used too many words.

Main Tips:

1. Choose Words Carefully

2. Less is More

3. Define Purpose and Audience Before Writing

4. Edit Your Work

5. Write What Your Audience Needs to Know

I would love to hear from you about your writing struggles and strengths, so please comment with thoughts and insights!


Business Branding Strategies

Why Every Business Should Consider an Online Branding Strategy

If you have come to this site, chances are you probably already have an established business brand. Many entrepreneurs shy away from online business branding strategies because they have worked for years to build their reputation, and they rightfully believe that a “rebranding” is unnecessary.

But “Branding” today means something different than it did 5, 10, 15, years ago. When I talk about Branding, I am referring to the online persona that a company hopes to project to prospective customers.

When I meet with a customer for the first time, I like to ask the following questions:

  1. How would you define your current online presence?
  2. If you were to visit your own website, would it look exactly as you envision your business?
  3. How many of your customers visit your website?
  4. Is your company website or blog indexed by Google?
  5. What is the purpose of your website?

When we refer to Internet branding, we mean the overall image that your company projects online. And since about 80% of shoppers like to do their research online first (see my article about web statistics), businesses must be just as diligent in their Internet efforts as they are in their physical store or office. Consider the following brands in the pictures below. Are they the same online?

You bet that the online persona matches the physical one! Check out Apple’s site and you’ll get that same “vibe” that you get when you walk into an Apple store. Check out Gucci online and you’ll feel like you’re visiting a contemporary heaven…much like you’d see in a real store. Everything that Apple and Gucci delivers, from websites, blogs, storefronts, ads, and products, fits together into a cohesive theme. And that theme is what consumers expect.

Is your online persona commensurate with your in-person vision?

If you need help defining your online identity and restructuring your Internet marketing efforts, we would love to help. Send an email to for a FREE consultation. We specialize in initial ideation to realize online branding, and we’d be happy to help.

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