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!

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Content Envisioning

Identify Your Internet Marketing Status.

Everyone knows that running a business can be arduous, especially in the beginning stages. But it’s important to remember that the way you present yourself online can impact your business just as much as your storefront. Likewise, established companies may find themselves with varied versions of old and new marketing collateral that no longer reflect the current corporate vision.

One way to streamline the process of realigning your vision with your content is to identify your marketing materials and take a detailed inventory of every ad, newsletter, and word that travels from your business to a prospective customer.

Identify your existing marketing content strategies
From Ideation to Creation to Validation

Marketing “Self-Reflection”

Sometimes it can be difficult to slow down and reflect; but believe it or not, your competition is doing just that:

32% of B2B marketers say they have a documented content marketing strategy. (Content Marketing Institute, 2015) (Source: Hubspot)

The above statistic is from 2015, but today, there are many more companies that are embracing online marketing. As you consider your own strategies and goals, there are a few key analytical questions that can serve to guide you in your next steps.

  • Review Your Past Marketing Campaigns: Examine the designs of the brochures, the information in the website, blog, the logo — everything! As you study your past work, what do you think about it? If you were to create a new branding persona or update your current one, would you use the same materials today?
  • Make a Win/Lose Graph: There are an infinite number of categories that you can track when analyzing past marketing performance. Whichever you choose, the important thing is the reflection. Businesses that reflect tend to learn from past successes and failures.

Reflect on your current marketing strategy

  • I have created a simple template for a marketing reflection (see picture above); however, for a fantastic list of training resources for your business analytics, see Hubspot’s article on analytical resources.
  • Move Forward With Content Solutions: Once you have evaluted your existing marketing strategies, you will feel much better about moving forward with an Internet marketing plan. Email us at ejamisonediting@gmail.com for help!