Quality
writing is absolutely imperative for each and every expression
you communicate. Everything that goes into marketing or public
relations is important, but absolutely necessary are the
words. Writers understand communication on the page and it
goes far,
far beyond English 101. It has to do with being able to transcend
the page and reach the reader; make them smile, or cry. Get
them to nod, even just inwardly. Touch them with a laugh
or with anger. Move them. Some folks are very, very good at
this,
and it is, after all, what communication is about, isn’t
it?
Beyond the artistic, creative qualities of
quality writing are practical ones. If your grammar’s
is off, if your syntax don’t match, if words are mis-speled,
none of the expense that went into your marketing piece will
pay
off for you. As soon as your intended customer or client
is distracted
by lousy copy, not the most beautiful graphics, nor the
most adorable logo, nor even the most mouth-watering, appetite-inducing
photographs will abate that distraction. You’ve lost
them!
Consider the following:
- Writing and speaking are two distinctive
activities! Your copy should not be filled with colloquialisms
or dronish
hyperbole.
(Look it up!) It should be clear, concise, even clever,
but not written as though you’re talking to your
college roommate or your high school speech class. (Unless
you
are marketing to your college roommate and your high school
speech
class.)
- You can’t fake it. Sure, you can toss about
words like, “antidisestablishmentarianism,” but
if you don’t follow basic writing imperatives, you
won’t
appear intelligent no matter what words you choose.
- Editing
and proofing are just as important as writing.
- Do not, not, NOT
rely on Microsoft Word or any other word processing program to correct
misspellings and grammar mistakes. Programmers
are very, very smart people, but they are not writers!
- Look
around; there is a substantial (and shameful) amount of very poor copy
out there! Everywhere. Make sure your marketing
dazzles!
- Appropriate, well-written copy is not a luxury;
it is a foundation upon which the rest of your marketing
materials should be built.
