To be able to write well is one thing, to able to write for marketing purposes is another. There are things you need to take into consideration when writing on behalf of a brand for a specific audience.
The most important thing to realize before writing anything is that you are not writing for yourself or for audience who wants to know about you and what you think. You have a specific demographic you want to engage and you are not imposing your own ideas, you are communicating as your brand.
So, first things first, study your audience – the age, gender, interests and the things that might attract them. You need to also start thinking like your brand. Your brand has its own characteristics that may be so different from you. You have to sound like your brand. Be mindful of the tone of voice you are using as you write and the choice of words you are using. If your brand were to speak in English, would it speak like a valley girl from California or a polite English gentleman? Would your brand be using the word ‘delighted’ instead of ‘happy’?
Once you have established your audience and how your speech is going to sound, you need to actually start writing. Make sure your content is within the scope of what your brand caters.
- Be Interesting
The world is moving 10 times faster now than it was 4-5 years ago. People have less time for anything. You only have 5-10 seconds to convince your audience to stay on your page and keep reading. Make sure your first lines are ticklish to your readers.
- Be straightforward
While you’re busy being funny and interesting, never forget the message you are trying to convey. Keep it nice and short and stay true to the message.
- Do not use difficult words and jargons
One of the purposes of marketing writing is to convert non-consumers to consumers. So there are chances that some of your readers do not yet understand what you are writing about and difficult words and jargons just don’t help.
- Have a purpose
Writing for marketing purposes is different to any other forms of writing because it has to be short but call for action at the same time. You need to be clear with what you want the readers to do once they are done reading.
The audience may not realize that what they are reading has been taylored so that they keep reading and get sold to the brand but that’s the point. Images and the words you use play a huge role in creating a brand image. Bear in mind that the words and the language of your choice can make or break your brand.