There’s a lot that goes into effective marketing and advertising. From crafting a brand that’s consistent and recognizable, to knowing when to schedule social media posts, the list goes on and on. While it’s always good to keep the big picture in mind, marketing and advertising basics are just as important — if not more so. Take, for instance, the language you use.
If you’re like most people, you’ve wound up in a situation where a conversation went over your head. Maybe it was due to the use of an unfamiliar phrase, or a lack of explanation. Whatever the case, you had no clue what was going on — and at some point, you probably tuned out. Now, apply that concept to marketing and advertising efforts. A scenario that’s simply embarrassing in one-on-one conversation can prove disastrous when it happens in an ad. (After all, if prospective clients don’t know what you’re talking about, they won’t understand why they need your services.)
In short, language matters. Here are a few tips from the experts at our Houston marketing agency on ensuring you get the right message across.
Always Know Who You’re Speaking to
Your company’s message will vary depending on who you’re reaching out to and what you hope to achieve. For instance, marketing and advertising geared toward potential clients will likely focus on introducing your company and offerings — and making them want to learn more. For current and past clients, it’s all about reminding them about the stellar experience they had with you and making sure they know about other services you offer. With every marketing piece, take a moment to bring that target audience into focus. Then, craft your message accordingly.
Lose the Lingo (When Necessary)
Every industry has its own unique jargon used to describe products, processes and the like. Using such phrases around those familiar with them makes sense. Using them around other folks leads to blank stares. When reading through marketing copy, keep an eye out for words or expressions potential customers might not use regularly. Once you spot it, replace it with simpler phrasing. If you have questions, run text by a trusted friend outside of the business.
Keep Your Wording and Sentences Simple
Long, complicated words only score big in Scrabble. In other words, steer clear of overly complicated phrasing. Successful marketing and advertising efforts get a message across quickly and clearly, in a way your average joe can understand. (In fact, it’s often said you should write to an eighth-grade reading level.)
You can (and should) adjust the messages in your marketing and advertising pieces to suit the target audience. Of course, doing so is often easier said than done. Trusting the work to a designated copywriter or an outsourced marketing firm like Design At Work can help! Feel free to contact our marketing experts to learn more.