Do your words mean business?
Do your words mean business?
Every word that comes from your company -- whether it is on a
piece of paper, on a computer screen or written across the sky,
for that matter -- carries with it your reputation and your
customers' (or potential customers') perception of who you are
and what you can do for them.
It should go without saying that these words need to be as
compelling as they are convincing, and as clear as they are
error-free. Here are a few quick tips on tuning up and
perfecting your copy and, ultimately, your message:
Stick to the basics: Remember in grade school when you learned
about the who, what, where, when and why of each story? Well,
there are actually times when school lessons have real-world
applications, and this is one of them. Don't assume people know
what you mean - tell them clearly, succinctly, memorably and
respectfully. Pass the 'Aunt Ethel' test: Aunt Ethel is the
proverbial simple-and-to-the-point person in your audience. If
she doesn't get what you are doing and selling, chances are that
most won't. Ask yourself if your message is clear and if you are
making springing to action easy for your potential customers.
Proof, proof, proof: Once you've finished and proofed, leave the
file or paper alone for 24 hours. Then, re-read it and ask a
trusted co-worker or friend to look it over. You'd be surprised
at what you may have missed!