Getting your message across - STO consulting

Getting your message across

aaron-burden-211846OK, so this blog is going to be a little different. I’d like to think that most of my blogs are helpful and positive. Every so often though, it is good to learn how not to do things. There is a lot to be said for getting your message across.

So, with this in mind …

Don’t write cheesy one liners that sound like they are from 1950s advertising

‘Have you ever considered how profitable your business could be?’

Guess what? Everybody has. Plus – if anyone hasn’t, they are going to say they have. A proposition that you just happen to have the exact solution that they have been looking for and will make them easy money if they just buy from you is not believable.

I’ve even had this done to me face to face. Someone bellowed at me at an exhibition ‘Would you like to earn more money?’ Now, this is rude behaviour. It is no less rude because of the circumstances in which it happened. It is like saying to me ‘Are you such a failure that you can’t earn decent money without us?’ (For the record, this is not the case).

Don’t use meaningless clichés

‘New’

‘Amazing’

‘Exciting’

I’ll decide whether or not it’s exciting – thanks. Also – how do you know what I’m in to?

Also pointless but for a different reason are ‘Free!’ and ‘No obligation!’ When was the last time anybody thought that they would be under some kind of obligation to buy from you if they request a quote? If they did, you would be the last person to be able to convince them otherwise.

Take your content seriously

This should not need to be said, but there are piles of printed media and gigabytes of online content crammed full of the most basic grammatical and spelling errors imaginable. Needless apostrophes are my most hated. Seriously – if you don’t know what an apostrophe is for and you take peoples’ money to write content, I would take you to court and get my money back.

Who writes your company’s brochures? Should it not be the same person who writes your online content?

If the online game is the new frontier upon which all future profits depend, then it can’t simultaneously be the domain of the most junior member of your team. So, which is it?

Practice what you preach

The copy writers who can’t spell ‘copywriting’. The web developers whose own website is ‘coming soon’ even though they are already promoting it. The social media experts who spam me. Sigh.

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