In a world where we’re bombarded by marketing messages everywhere we turn, consumers are wising up to overused tactics and the barrage of content hitting them across all media.
And that extends to writing. Businesses that get their point across quickly and succinctly are setting themselves up for success. It sends consumers a message: that they – or their product – can be trusted. It shows confidence; and confidence goes a long way.
There’s no need to trump up your message with keyword-stuffed paragraphs trying to convince the consumer with flowery language and uncomfortable slang.
Get to the point, already.
When a customer interacts with your brand, they’re looking to see whether you can offer them something great. They want to know that they can give you their money and get something they want in return. They don’t want to be bogged down with facts and figures and silly stories. In fact, people are more likely to recommend a brand – and pay more for a brand – when they keep it simple.
In a society where we’re looking at our phones all day and scrolling through Instagram feeds at the speed of light, a complicated message is going to be lost in a sea of companies trying to get the attention of a million millennials. If you’re selling something and someone clicks your advert, you need to keep their attention – and you do this by showing them exactly what they clicked on.
Too often on social media, companies try for engagement with consumers. There’s a time and place, but the problem is often that people don’t really want to be part of a company-created community. They don’t need to ‘feel connected’ with a brand; they just want to evaluate whether your product is the right fit for them. There’s no need to invent a new word to get people to bank with you.
That’s not to say there’s no room for personalisation. People may not be part of the ‘company club’, but they still want to feel like they’re making the right decision when they choose you. If you own a food company, instead of building trust through broad questions about what people are eating for dinner, why not instead provide a platform for people to create their own recipes using your product? Take those recipes and make them for your next marketing campaign. That way, your brand gets exposure, and people get to do something cool – a win-win situation all round.
When you think advertising, you think Google. They’re bringing in billions of advertising revenue every year, and they built it on the back of one page, arguably the simplest search site ever. It does what it says, and it does it well – so much so that the de facto word for internet search is now ‘Google’.
If you tell people about your business in an easy to understand, simple and effective manner, they’re more likely to respond to your message. Simple doesn’t mean stupid. It’s a clean way of communicating that forms the backbone of some of the biggest brands of today.
If you’re interested in getting some simple, effective content writing for your business, get in touch with us today. Fill out the form below to tell us what you need.