Posted by Kristine Jacobson

“Either write something worth reading or do something worth writing.”

Benjamin Franklin knew the importance of words. In marketing, words are influential and valuable; they should convey who your business is by promoting your brand. And just like all other branding efforts, your words need to show consistency, differentiation, and customer focus to be effective.

Consistency is crucial in branding.

Your message needs to be consistent in order for your audience to feel like they understand your business. Let’s pretend that you own a therapeutic massage business. If you extol the benefits of massage for athletes on all your digital advertising – like Facebook and Instagram – and then send out mailers talking about prenatal massage, your audience would be completely confused, right? Does your business specialize in pregnant women or marathon runners? Regardless of the media type, your message needs to flow seamlessly from one piece of marketing to another. It also needs to sound like the same person is talking to your customer in every material, because that person is really the voice of your company.

Know who you are talking to.

This blog is a perfect example of knowing your audience. We target customers and potential customers by talking about topics they may find helpful, and in a tone that is relatable and conversational. There’s no doubt that both grammar and spelling are extremely important, especially in the age of digital marketing. One misspelled word or missing comma could spell disaster for your brand when an image gets shared a million times. When it comes to grammar, though, you have to consider who you are speaking to. Sometimes being grammatically accurate just sounds funny on paper… and sometimes it doesn’t press the importance of a point you are trying to make. So go ahead and end your sentence with a prepositional phrase if it makes sense for your audience, but never egregiously confuse “your” and “you’re” or “its” and “it’s.” Never.

The pen is mightier than the sword.

Words can be used to guide, impress, and persuade. Like Ben Franklin said above, write something worth reading. Don’t just fill space with useless information in order to make your website or a brochure look better. That information should not only be beneficial to your audience, but it should be dynamic. No one wants to read boring content. If you bore people, they’ll stop reading, and if they stop reading, then all your efforts will have been fruitless. Inspire people and motivate them into action.

Words are everywhere: blogs, websites, newsletters, brochures, flyers, and billboards. If you want to reach your audience, you have to make every sentence count. Use the power of words to explain to customers who you are, what you do, and why they need you. Use them to express yourself. You will find out quickly that words can win business.

Conveyance Marketing Group is a marketing and web development company with a passion for delivering strategic, sustainable and affordable marketing and web solutions to start-ups and small businesses. Our service offerings include video, Search Engine Optimization (SEO), inbound marketing, graphic design, logo design, advertising and web design. Our creativity is limitless, let us help accelerate the growth of your company! Contact us today for more information on how we can help you.

Conveyance Marketing Group is a team of bright, innovative and talented veteran marketers dedicated to big ideas, fresh insights and measurable results. We pride ourselves on taking challenging marketing issues and turning them into opportunities for our clients, on pointing brands in the right direction, and on getting our customers noticed both online and off. From branding to websites to digital marketing, and public relations, we handle all your marketing communication needs! Web Design and Development | Brand Strategy | Inbound Marketing | Social Media | SEO | PR

Kristine Jacobson

Kristine Jacobson

Kristine Jacobson has more than 25 years of marketing and communications experience with notable corporate leaders as well as emerging market contenders. She offers expert marketing strategy with a touch of creative flair. Her extensive knowledge of strategic marketing, marketing plan execution, and branding illuminate the big picture without losing sight of the details.