Writing is the backbone to all marketing promotions. From SMS, email, fax, website and social media marketing, writing is how you convey your message, intent and call-to-action to your customers.
But crappy writing does more disservice to your promotions and your brand even, than anything else does. Poor writing shows your customers that you’re lazy, unprofessional and generally don’t really care about what you’re selling. You can’t become an authority in your field when you can’t even write clear and concise copy about the subject. Readers pick up on this and you need to understand that right off the bat.
No one is too busy or too stressed or under too harsh a deadline to ever condone substandard writing. Readers are sometimes more excited to leave a comment about a spelling mistake or incorrect fact, instead of praise for a well written article.
If you think that your content writing needs a little pick-me-up, then dive right in to our expert tips.
1. Write like you know what you’re talking about
Or, write like you have the authority and know-how to do so.
By doing this, you’re not only demonstrating to your customers that your company is the leading voice in the industry, you’re also reaffirming their loyalty and the trust they placed in you.
Write as if you know what you’re talking about, don’t hedge. Get right to the point, and do so with intent and clarity. Be decisive. If you need to, use the tools available on the Internet to quickly teach yourself more on the subject and never print something you are unsure of.
2. Original content only
Never, ever, under any circumstances, copy and paste content from another site and call it your own. Not only will Google punish you, so will your customers (and your conscience).
It doesn’t matter how busy you are, copying content is the same thing as lying to your customers. And, if you’re okay with that, then who know what else you’re doing. Writing originally takes time and effort. Creating something from scratch always takes diligence.
For the record, we’re not talking about copying your own content; meaning, you recycle past promotions and blogs that received rave reviews. Do that. But, don’t take credit for a stranger’s work.
3. Watch your grammar and spelling mistakes
This is a no-brainer. Even the simplest mistake can cost you subscribers and your reputation.
4. Write relevantly
Here, think like a social media guru. Social media thrives on what’s the freshest, hottest and most talked about. This is what relevancy is.
Do some research within your industry, scan discussion boards and look at what your customers are talking about.
5. Keep an eye on your keywords (SEO)
For email purposes, keyword content isn’t necessarily a big to-do. In general, you don’t have to worry about in the day-to-day managing of your email marketing campaign.
But, what you do need to worry about is what happens after you send out your email. Chances are you link to existing content on your website and social media pages, and those are subject to search engine optimization. Further, if you post older emails on your site to lure in new subscribers, those, too, are up for SEO rankings.
So, you do need to watch your keyword count and ensure that you’re treating your emails as if they’re blogs on your site, posts on your Facebook page or Tweets.
Michael is the Marketing Manager at SimplyCast.com, a Canadian-based startup that provides automated marketing tools to businesses worldwide.