Making Your Brand's Written Voice Stronger

Marketing content is a direct reflection on a company and its brand. Although marketers can't always anticipate who their readers are going to be, they can definitely control how they present their content to make a bigger impact. Here are some writing tips on using a cohesive voice to promote effective branding and share your message.

The first thing marketers need to bear in mind is that their readers don't necessarily have time for them. No matter how great you think your content is or how awesome the deals you're promoting are, there are a million other ways a reader could be using their time. In order to compete with smart-phones, streaming videos and other websites, you need to get to the point quickly.

Figure out what your message is. Then break it down to its core concepts, and express these in the most basic language possible. For instance, if you're offering a special on a particular product, make note of the main attractive features that set this sale apart or product characteristics that might potentially generate interest. Instead of saving these juicy details for last, use them to headline your blog posts or marketing materials. Your readers will thank you for making it easy to pick out relevant information.

Of course, simplification can be a tricky task. Companies that want to promote new products with highly technical features have to strike a fine balance between oversimplifying and using too much technical jargon. The secret lies in making your branding uniform yet flexible. Choose your words and tone carefully, and write appropriate content for each audience even if that means running more than one marketing campaign simultaneously. Research your markets to learn where your readers come from so that you can target different groups accordingly.

Many writers have difficulty leaving a memorable impression. Although there are plenty of attention-grabbing tricks you can employ, the easiest way to add punch that lasts is to speak directly to the reader and keep things concise. Using words like "you" and "us" establishes a relationship between you and your audience, and minimizing your word count encourages them to stick around until the end.

Of course, these tips are effective for almost any kind of writing, but there are a few marketing-specific factors to consider. The goal of advertising is to bridge gaps between you and your consumers, but you can't force the issue. Writing that's too aggressive pushes people away, and while your bosses may love the cool buzzwords you throw around in sales meetings, the general public doesn't. Break down the barriers with accessible, plain language, and it'll be easier to make a real connection.

Good marketers create written content that offers their readers genuine value. Whether you do this by providing uniquely helpful tips, creating humorous original material or gathering information in one convenient place is up to you. As long as your readers know they can count on you for rapid answers, they'll return for more.

Above all, make sure you proofread your writing. Even the strongest marketing voice can be weakened by mistakes or confusing sentences, so always solicit multiple unbiased opinions on whether your content is clear and easy to understand. Don't just write to establish a uniform tone; also be certain, your voice represents the brand image you want to portray.