Make your voice heard
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Knowing how much information to include in your marketing material and how much to leave out can be challenging.

Text-heavy webpages or page upon page of prose may be appropriate for some pieces of communication but it is also important to keep your messages to the point and visually enticing for your readers.

What do your readers already know? Which information is relevant and interesting, and what will they skip over?

You could try to keep your messages concise from the outset – or you can cull the unnecessary information and tailor the message to suit your readers’ needs once your ideas are in writing.

Have you ever scoured a website or an ad only to find the writer has left out the most important detail – the date of an event; the price; the next step in the process?

By asking the who, what, when, where, why and how questions each time you write your blog, newsletter or web content, you ensure your messages are relevant – and take the risk out of omitting vital information.

You’ll give yourself a bit of a plan – which can help with reviewing your key messages, structure and which bits your audience doesn’t need to waste its time reading.

Cull words
How long does it take to get to your point? Is your key message in the first paragraph, or is it hidden among fluff?

To make your key message highly visible, shuffle the order or your paragraphs – being careful not to ruin any logic or flow. Or, simply reduce the number of words – remove superfluous words such as ‘very’, ‘don’t hesitate’, or multiple adjectives (descriptive words). Try to replace two or three words with just one.

You may be surprised to find the same information repeated but with different words throughout the document. This really isn’t necessary, so simply remove it.

Keep it simple
No one understands your product or service better than you. Keep your messages simple and clear so your audience also understands. Don’t overcomplicate your messages with:

  • Jargon
  • Big words
  • Convoluted sentences

Language & style
Your tone and the words you use reflect who you are as a business; they reflect your brand. Don’t jeopardise your professionalism with words you like but which don’t reflect the character of your business.

The style of your writing should also appeal to your audience. Put yourself in your readers’ shoes as you write and edit your piece.

What techniques do you use to find the right words for your business communication?

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