It's taken me a while to get here but I'm starting to believe that almost everything in life comes down to marketing and almost everything in marketing comes down to how well we use language.
Whether we're selling a product or encouraging employees to take part in an important new program, we choose a goal, select a delivery method and create some urgency around motivating the response we want. Although the process is simple, the approach is an art form. Few of us have unlimited resources and choices must be made: do we launch an intranet marketing campaign or print more brochures? Develop a blog or stage an event?
Results matter.
I have a standard five-step process for organizing my material before I even start the writing part and I use it for everything from speeches to web content. Here it is:
1. Set your goals
2. Define your audience
3. Collect your facts
4. Organize your information
5. Check for what's missing
With that structure in place it's much easier to create the strategic language I need to ensure my work meets a client's need for effective communication.
Strategic language, gainfully employed, is always crucial: good writing might fly under the radar but bad writing never does and your prospective customer, group member, supporter or employee won't hang around if they're bored or confused. What's worse, you won't get the outcome you want. Create a new podcast? Of course! But for pity's sake organize your text properly and make it sing so once you're basking in all that attention your message is credible and convincing - so you will be too.
If hiring a professional copywriter isn't in the plans, learn as much as you can about writing well or designate someone within your organization to take over the important task of getting your message out effectively. The right words work!
Whether we're selling a product or encouraging employees to take part in an important new program, we choose a goal, select a delivery method and create some urgency around motivating the response we want. Although the process is simple, the approach is an art form. Few of us have unlimited resources and choices must be made: do we launch an intranet marketing campaign or print more brochures? Develop a blog or stage an event?
Results matter.
I have a standard five-step process for organizing my material before I even start the writing part and I use it for everything from speeches to web content. Here it is:
1. Set your goals
2. Define your audience
3. Collect your facts
4. Organize your information
5. Check for what's missing
With that structure in place it's much easier to create the strategic language I need to ensure my work meets a client's need for effective communication.
Strategic language, gainfully employed, is always crucial: good writing might fly under the radar but bad writing never does and your prospective customer, group member, supporter or employee won't hang around if they're bored or confused. What's worse, you won't get the outcome you want. Create a new podcast? Of course! But for pity's sake organize your text properly and make it sing so once you're basking in all that attention your message is credible and convincing - so you will be too.
If hiring a professional copywriter isn't in the plans, learn as much as you can about writing well or designate someone within your organization to take over the important task of getting your message out effectively. The right words work!
Susan Crossman is a career writer who promotes excellence in communication through writing with clarity. With nearly three decades of experience in journalism, PR, corporate communications and marketing, she has perfected a highly versatile skillset that blends visionary thinking with attention to detail.
If you'd like to receive Susan's "Spotlight on Speeches" - a step-by-step guide to writing a solid speech for audience appreciation -- please head to her website and download it from the large "SPEECH" icon in the left-hand column near the bottom of the page: http://www.crossmancommunications.com/
If you'd like to receive Susan's "Spotlight on Speeches" - a step-by-step guide to writing a solid speech for audience appreciation -- please head to her website and download it from the large "SPEECH" icon in the left-hand column near the bottom of the page: http://www.crossmancommunications.com/
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