- Category: November 2012 - Email & SMS Marketing
Most people are not exactly talented when it comes to writing good marketing texts, but the quality of texts is exactly what raises your response rates, therefore, it makes a lot of sense to optimize your wording.
Complicated language will result in the reader either not reading it at all, or just skimming over it, thus, it will significantly reduce your click rates.
Fortunately there‘s some good news for those not so talented: you can improve your texts by following some simple rules. When you go about writing your next text, consider the following:
Important things first: Get to the point and talk about what‘s most important first. That what could be of interest or benefit to your audience should be said directly. Don‘t write: "The web site has been redesigned, the navigation greatly improved, offering you more ease of use." It is better to write: "There‘s more ease of use for you on our new site, which has improved navigation and has been completely redesigned".
Address the reader directly to put the reader in focus: Don‘t focus on your own company, e.g. "We offer the best service available. Our team is available ... we care about quality ...", rather write: "You will receive the best service available, you can call our service team any time ... you will receive the highest quality ..."
Simple sentences with a maximum of 10 to 15 words and a minimum of punctuation: Avoid stuffing all information into one sentence with a lot of punctuation. Rather use a mix of short and medium sentences to ensure smooth reading, so that the reader can follow each sentence easily, even if he or she is sitting in a subway full of distraction. Also try to avoid using a lot of very short sentences in sequence.
Important information in the main clause, secondary information in the subordinate clause: For example, instead of writing "I would really like to emphasize, this functionality is unique", it would be better to write: "This functionality is really unique, and I would like to emphasize that".
Avoid insertions or parentheses: For example, it is not recommended to write as follows: "Our product (which is really unique!) offers our customers (we have achieved customer satisfaction of 99%) real value." It would be much better to change the sentence to: "Our product offers our customer real value, it is unique and we have achieved customer satisfaction of 99%".
Don‘t just claim being good, prove it with facts: Add facts and figures to statements, e.g. don‘t write: "we offer one of the biggest archives of professional articles. There are thousands of articles waiting for you, saving you a lot of money". It would be better to write: "Register now: 36000 professional articles and 150 more contributed daily. Save $ 25 per month!"
Avoid adjectives where possible: Wherever this makes sense, use figurative verbs rather than adjectives. Instead of "the campaign increased profits greatly", rather write: "Profits skyrocketed after the campaign".
Avoid modal verbs: Modal verbs just make your text longer, while reducing the impact of the message. Don‘t write: "If you would like to take advantage of the offer, you might experience an increase in ROI", it would be better as follows: "Take advantage of this offer for an increase of ROI".
Use verbs instead of nouns: Instead of „the implementation of the right solution...“ try to use „implementing the right solution...“, instead of „this is a contribution...“ use „ this contributes“ wherever possible.
Get rid of filler words: For example, don‘t write: „It is not only very suitable for print, but also for telephone and for the web“, rather express the message like this: „It is suitable for print, telephone and web“.
Use active rather than passive sentences: Don’t write: „this equipment is built by professionals“, instead write: „professionals build this equipment“(Source: www.optivo.de)
We hope these tips are useful and are useful for your writing!◊