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Do your words mean business?
Every word that comes from your
company -- whether it is on a piece of paper, on a computer
screen or written across the sky, for that matter -- carries
with it your reputation and your customers’ (or potential
customers’) perception of who you are and what you can do for
them.
It should go without saying that these words need to be as
compelling as they are convincing, and as clear as they are
error-free. Here are a few quick tips on tuning up and
perfecting your copy and, ultimately, your message:
Stick to the basics: Remember in grade school when you
learned about the who, what, where, when and why of each story?
Well, there are actually times when school lessons have
real-world applications, and this is one of them. Don’t assume
people know what you mean – tell them clearly, succinctly,
memorably and respectfully.
Pass the ‘Aunt Ethel’ test: Aunt Ethel is the proverbial
simple-and-to-the-point person in your audience. If she doesn’t
get what you are doing and selling, chances are that most won’t.
Ask yourself if your message is clear and if you are making
springing to action easy for your potential customers.
Proof, proof, proof: Once you’ve finished and proofed,
leave the file or paper alone for 24 hours. Then, re-read it and
ask a trusted co-worker or friend to look it over. You’d be
surprised at what you may have missed!
Allison Nazarian is president and chief copywriter of Get
It In Writing, a Florida-based company that helps businesses
nationwide harness the power of words to sell, inform and
publicize. Allison can be reached at 561-989-8555 or
anazarian@getitinwriting.biz.
Copyright© Get It In Writing, Inc. May be reprinted without
permission of Get It In Writing, Inc and Allison Nazarian if in
full, unchanged format and with complete attribution to author.
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