“Words are singularly the most powerful force available to humanity” Yehuda Berg
The words you choose are vital. They have the power to make or break a campaign but can often be overlooked when putting together marketing strategies.
A large part of branding is the language. A brand identity needs to be consistent across entire strategy, it’s not all about the logo and visual appeal of things! The words you choose need to tell a story and build a relationship with your audience to create trust and ultimately get them to invest in your brand. Because of this, words therefore need to convey the right tone and that can often pose a challenge between corporate identity and relatable to the customer.
The best way to get around this is firstly to establish your key messages. This will ensure you get across exactly what you want to convey about your company and brand.
Then you have to make sure your messages fit with the audience. Think about who your audience and key customers are, persona profiling tools can be handy for this so you can picture the people you are communicating with. Create a tone of voice that suits them and speak to them in their language. Don’t patronise, bamboozle or oversell – talk to them like real people!
In addition to that you’ll also want to convey your company values and brand personality. There’s a lot of to get across so make sure you don’t waffle! If you don’t grab attention and have impact in seconds, they’ll move on, particularly on social media where shortened attention spans thrive and the market is saturated. You’ll be competing with a lot of other message so make yours count!
To find out more about how you can make your copy count and harness the power of words, get in touch!
