English, Mandarin, Malay and Tamil. Regardless of the language we choose to adopt, right after speaking, we learn to write – that is literacy.
It conveys your message in text format, most of the time it does not decay and in human history, writings are literally carved in stones. Those stones tell stories, religious or mythology. Ancient archivers maintain the glory of kings of the old and revolutionist spread their beliefs.
So how do you exactly write? How do you write to get your messages across? Here are some ways to write better!
1.) Identifying your medium – what are you writing? What’s its purpose?
It’s simple really. Identifying your medium (if you’re an executive) is simply what your boss tells you to write in, or what you have identified as the best place to showcase your work to your reader.
If you’re a publishing writer, good for you! It’s always in the form of books but for marketers, you need to understand the stark difference between a promotional physical medium (brochures, pamphlets, flyers, etc.) to digital promotional collaterals (emails, blog posts, SMS and MMS, etc.).
Each medium requires varying length or word count. For example, SMS has a maximum word count per text, and it is capped at 160 characters whilst an email has an unlimited word count.
A brochure has at least 6 panels whilst a flyer has one, maximum of two panels, usually A5 in dimension. This means that the information is restrained to that measly 2 panels.
Another factor to consider is about the writing is reason why, the purpose.
Are you writing to secure a new medium or are you writing to reconnect with past clients? This will also determine the medium as well. An email to a past client is better than a flyer. To generate more customer, a flyer is more effective, especially if you represent an FMCG company than a brochure because you don’t need to overload your customers about your product.
2.) Tonality – How do you “sound” on print?
It’s a silly notion to feel that you would be able to “hear” your voice through texts. Sceptics will call this a fool’s words.
See how that felt aggressive? The tonality in writing is essentially word choices.
Comparing the sentences of the same promotional of the same product, “7 out of 10 experts recommend this product” and “3 out of 10 experts feel that you should choose something else”. Which one are you more gravitated to?
Having a positive tone will help with pushing your product. Supplementarily, you should adopt tones to make your product/service sound like you have researched and developed specifically for your target audience. Many marketers, however, make the fatal mistake of over-fluffing their copies, making it seem like the brand is beating around the bush. This brings us to the next point.
3.) Succinct Communications – Clean, concise, straight to the point
What is more annoying? A person telling you the system specification of your product or a person that tells you what it can do or not do, how great it is compared to their competitors and why you should buy it, all in one pitch?
It is true that having information about the product shows good product knowledge but bear in mind that you are pitching to a person that has specific information they want to find out. The same goes for writings, where your potential customer receives your marketing deliverable, you would not want them to be overloaded with information. Just feed them enough to pique curiosity, to hook them, into wanting to understand more and perhaps buying.
Do you agree with our 3 tips? Do you have any other tips on writing? Let us know in the comments!