Are your readers confused about your message?
In the course of one day, our attention gets redirected to hundreds of thoughts, ideas, projects, budgets, meetings, phone calls, emails, and other mind-grabbing tasks. In the midst of a multitasking business world where our focus shifts by the hour, content can often be left unchanged without even so much as a minute update. Whether it is a web site, brochure or rack card, pay close attention to what your copy says and see if it pleads guilty to any of the following:
1. Dated
When was the last time your content was reviewed for accuracy? Industries do not stagnate, they evolve; and so should your business communication. But, it is easy to become complacent with content. After all, if it’s been around for so long it must be doing something right, right? Well, that may be true to some degree, but certain details can require routine updates.
Have you just introduced a new product or service or added more layers to your business? Let your clients know! The tools you use to communicate to your market should display the essentials of your business and be updated each time a big change occurs.
2. Boring
Let’s face it—the world we live in is in a constant flux of sensory overload. Turn the television on and you’ll know what I mean. Businesses now have to compete in a social media frenzy space where words mingle with YouTube videos and podcasts. Drab content loses a reader in less than ten seconds and if that’s all the time you have to impress, your words better be stellar.
Business communication doesn’t have to be a circus of flashiness, but it does have to showcase why a business is unique and offer compelling reasons why a customer should want to do business with you.
3. Cliché
Take a quick look at your competitors’ promotional materials. Now look at yours. If they share eerily similar quotes, phrases, and words you may be in need of some serious cliché cutting.
A quick fix for this is to show your market how you differ from competitors. What do you offer that they can’t? Use this as the starting point in revising promotional copy.
4. Vague
Vagueness litters words, but lacks substance. Words fill a brochure, but the reader is still not clear on what the business offers. Don’t dance around an issue—tell your audience exactly what you want them to know. Are you offering a discount on your services? Tell them as much.
Be specific with details, dates, and examples as needed. Don’t assume your readers will “get it.” When it comes to written communication, assumption is a dangerous rock to climb. Leave the guesswork out for the reader, and tell them exactly what you want them to know.
1. Dated
When was the last time your content was reviewed for accuracy? Industries do not stagnate, they evolve; and so should your business communication. But, it is easy to become complacent with content. After all, if it’s been around for so long it must be doing something right, right? Well, that may be true to some degree, but certain details can require routine updates.
Have you just introduced a new product or service or added more layers to your business? Let your clients know! The tools you use to communicate to your market should display the essentials of your business and be updated each time a big change occurs.
2. Boring
Let’s face it—the world we live in is in a constant flux of sensory overload. Turn the television on and you’ll know what I mean. Businesses now have to compete in a social media frenzy space where words mingle with YouTube videos and podcasts. Drab content loses a reader in less than ten seconds and if that’s all the time you have to impress, your words better be stellar.
Business communication doesn’t have to be a circus of flashiness, but it does have to showcase why a business is unique and offer compelling reasons why a customer should want to do business with you.
3. Cliché
Take a quick look at your competitors’ promotional materials. Now look at yours. If they share eerily similar quotes, phrases, and words you may be in need of some serious cliché cutting.
A quick fix for this is to show your market how you differ from competitors. What do you offer that they can’t? Use this as the starting point in revising promotional copy.
4. Vague
Vagueness litters words, but lacks substance. Words fill a brochure, but the reader is still not clear on what the business offers. Don’t dance around an issue—tell your audience exactly what you want them to know. Are you offering a discount on your services? Tell them as much.
Be specific with details, dates, and examples as needed. Don’t assume your readers will “get it.” When it comes to written communication, assumption is a dangerous rock to climb. Leave the guesswork out for the reader, and tell them exactly what you want them to know.
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