Use Your Words

Is copywriting dead in this age of social media, photo-mania and mass distribution of amateur video? No. It’s not. A picture is worth a thousand words, and what those thousand words are is open to vast interpretation. Great copy writing tells the story you want them to hear.

If you have spent time around a toddler, you probably know both the joy and the frustration of this age group. These tykes are snuggly and sweet one moment and having an irrational emotional meltdown the next.

I have learned that this strange rollercoaster pattern reemerges in the teenage years. One moment there is peace, harmony, laughter and the next there is an angst-filled, emotional tirade on the inherent evils and injustice of having to pick one’s dirty socks off the bathroom floor.

Fortunately, the parental response is the same, “Use your words.” We sympathize with our children and the frustration they feel, but at some point we have to say that their current method of communication – squealy toddler tantrums or surly teenage stomping – will not, in fact, achieve the desired result. “Use your words.” “You seem upset over this small thing. Did something happen at school today? Tell me about it.”

In business, the same advice stands: Use your words. We are an increasingly visual society with an ever decreasing attention span. The words you use and how you use them are more vital than ever. It is important to think through what message you are trying to send and to whom.

Do you want your advertisement to promote a specific product or do you need to build brand recognition and trust?

Are you speaking to current customers or trying to get new ones?

Who are your customers – age, gender, educational level, occupational status?

What do your customers value?

Who are you? What is your voice?

Upon reading your message, what do you want customers to think, feel or do?

Why are you the best solution for your customer’s problem?

It is one thing to know what you want. It is quite another to put the right words together to help achieve your goals. Effective written communication can and will inspire your audience to action. When your audience clearly understands what you are saying, they can relate. Using your words does that. It forms connections. It’s necessary to forming solid long-term relationships.

Do more than just being noticed with what we at Gerard Marketing Group would call a “marketing tantrum.” This is when you are making a bunch of noise about yourself, but not relaying why you want your audience’s attention. Use your words to bond with your audience and build your brand. When they know your brand story, the bond will go beyond that moment’s sale or promotion.