These pearls of wisdom were uttered by Carlos Segura, an award-winning designer and founder and principal of Segura, Inc…
Communication that doesn’t take a chance, doesn’t stand a chance.
His words really hit home with me. Why? Because all too often businesses want to take the safe and familiar route in their marketing communications, a strategy that results in bland copy that doesn’t connect (i.e., stand a chance) with their audience.
In one of my favorite newsletters, The Monday Morning Memo, Roy H. Williams (aka The Wizard of Ads®) gave some examples of copy that didn’t connect. He’s talking about ads but his comments hold true for any marketing communications:
1. The ad was so predictable that few people even noticed it.
SOLUTION: Get a new ad writer or remove the handcuffs from the one you’ve got.
2. Prospective customers noticed the ad, received the message and understood it perfectly. They just didn’t care.
SOLUTION: Dump the irrelevant subject matter. Discover what people actually care about and talk about that instead.Good advice.
Before you unleash your next piece of written communication, ask yourself these questions:
- Is your copy free of technical jargon?
- Is it written in a friendly, conversational tone?
- Is it loaded with benefits, not just a list of features?
- Does it reflect the personality of your company and set you apart from your competitors?
- Does it take complicated information and make it easy to understand?
- Does it talk about something your customer cares about?
Hopefully you answered yes to all of the above. If not, look back at point #1 above—hire a new writer or take the handcuffs off the one you’ve got.