Running a business is demanding.
You have to think about costs, sales, staff, product or service development, and how to keep your customers happy.
On top of that, you also need to up with your marketing.
I do not just mean the odd bit of web copy here, or email there, I'm talking about the small mountain of content you need to make sure your business gets noticed.
- Case studies
- Press releases
- White papers
- Social media updates
That's not the end of the list, but it gives you an idea of what you need to produce on a regular basis.
But it does not matter what form your content takes, it has to be brilliant every time.
Every piece must engage, inspire, interest, be relevant, persuade etc., without exception.
You get the picture.
That's a tall order, especially when you're trying to juggle everything else.
At the beginning of this article, I promised to tell you the quickest way to great marketing writing.
Are you ready for it?
Can you handle it?
OK, if you're sure.
Ditch your thesaurus.
You should not be, because it really is as simple as that.
Where most companies … no strike that, where most writers go wrong is that they reach for the thesaurus.
I do not know if it's some throw back from their academic years, but for some inexplicable reason they (yes, I am actually talking about you) believe that to sound plausible and to get their ideas across, they must abandon good old-fashioned plain English for incomprehensible marketing / management speak.
It may surprise you to learn, but there is no evidence to prove a correlation between the number of syllables in a word and the writer's intelligence.
Big words do not make you sound intelligent. If anything it has the opposite effect.
If you can explain your ideas in plain English your audience will applaud you. If you use big, incomprehensible words and marketing-speak they will think that actually, you have no idea what you're talking about.
So please stop substituting perfectly good simple words for ridiculously pompous drivel.
Why use "cognizant" when "aware" does a better job?
Why can not things be equal instead of "commensurate"?
People have skills not "proficiencies".
I use my skills; I do not "leakage" them.
If you want to improve your marketing and business writing and engaging with your readers, do everyone a favor and ditch your theaurus.