Writing is one of the most powerful tools in a marketer’s arsenal. It allows ideas to be articulated effectively, with understandable messages that resonate with their intended audience. Good marketing is built on good communication – but you can’t craft persuasive ad copy, engaging social media posts or informative blog posts without good writing skills.
Although everyone will have a unique way with words, here are a few tips on honing your writing:
Think about what you want to say
In order to write clearly, you first need to think clearly. Make sure you understand what you are writing. If it doesn’t make sense to you, then it’s unlikely to be clear to the reader! Keep things simple and don’t overexplain what you are trying to communicate. Stick to the message you want to convey without deviating from the narrative.
Bend the rules
While grammar is important, don’t let your writing become bland and predictable. You can meet all the rules dished out by Grammarly and Readable, but just because some software gives your writing a high grade doesn’t mean it is perfect. Indeed, tools like these can actually remove any personality from your writing!
Yes, you need to know the basics before injecting character and style into your copy, but you should look beyond them if you want your writing to be engaging. Tackle it in a similar way to how Picasso approached his artwork; he mastered ‘traditional’ painting techniques before turning to the abstract style he became renowned for.
You are what you read
The more you read, the more examples and different styles of writing you will be exposed to. Whether it’s fact or fiction, study how other authors write. Look beyond their grammar and punctuation; consider what makes their text memorable. What techniques do they use? How do they structure their arguments? Do they employ a particular tone of voice? Why are certain authors more effective than others?
You shouldn’t be looking to mimic or parody other writers but rather identify any effective techniques and try to use them in your own copy. This can apply to anything from technical white papers and articles, to advertising text and social media posts.
Think outside your head
While it’s essential you know what you’re writing about, be aware of your audience. Don’t condescend or belittle your readers. No one likes a smart Alec. Your aim should be to build a rapport, so they want to read on and take in more of your content, subscribe to your blog, follow your socials, etc.
Putting yourself in the shoes (or inside the heads) of your target audience will help you understand their needs. Consider whether what you’ve written is going to benefit them. If you put all your time and effort into writing copy nobody wants to read, you are the equivalent of an actor performing in an empty theatre, talking into space. Tailoring your content to your audience’s needs and interests will resonate more effectively, allowing you to foster a deeper connection.
Keep it concise
Look to be economical with language where possible. Don’t go overboard with adjectives and avoid too much jargon. Trim the fat where possible and avoid using long-winded phrases when a single word will suffice. Keeping sentences brief without sacrificing necessary details is key to writing effectively.
Similarly, be wary of ODing on acronyms, as not everybody may know what they mean. Flair and personality help make your writing memorable, but it still needs to be easy to understand. Always go back over what you’ve written and see if you can edit it down, or simplify the language if required.
Good writing lies at the heart of effective marketing. It is the foundation upon which all other activities can be built. By mastering this skill, you’ll be able to express your messages clearly and effectively, gaining valuable engagement.
