- If you want your messaging to be really effective,
and resonate with your audience,
well, your marketing copy should be accessible and lean.
If I were to visit your website or receive your newsletter
or even see your latest LinkedIn post,
I shouldn't be drowning in big words.
Complex and verbose messages don't make you
or your brand sounds smart.
In fact, they make you sound a little out of touch.
Nobody likes to read complex jargon.
Now it's one thing to use industry terms
but it's another to string together business jargon.
Instead give visitors something that draws them in
and keeps them focused on what you have to offer.
The best messaging is short, concise, and to the point.
Now it can still be in the voice of your brand,
but the jargon has to go.
And when it comes to accessible content,
it's also important you're considering
the assumptions you're making.
We make lots of decisions daily
and rarely do we ever have every answer
and every piece of information available.
So we rely on our gut,
or our intuition to guide us.
Well, our intuition is built by our experiences
and associations over time.
And this leads us to have preconceived notions
which impact every buying decision we make.
And this is why as you craft marketing messages,
you need to ask yourself,
what messaging assumptions have been made?
For example, most people assume
that an eco-friendly cleaning product
is not as effective as its synthetic competitor.
And this may actually be an incorrect theory
but it's a widely held belief.
The reality is, regardless of what you sell
your consumers are going to make assumptions
if you don't fill in the gaps for them.
So it's on you to make sure your messaging
tells the complete picture.
If you know that consumers assume
eco-friendly cleaning products are weaker,
then you must front load the messaging that dictates
they're just as strong if not stronger.
Don't let your consumers trip over their own assumptions,
and also don't bog them down with too many complex words.