We all know marketing spiel and how it runs. You need only read LinkedIn for a matter of minutes to read a range of people promising the world and delivering on none of it. This overabundance of content from every angle has lead to many people feeling somewhat tired of marketing talk, and moreover, they feel exhausted tuning it all out.
As a business leader, or someone in charge of a marketing department, this poses a challenge, But it also poses a much more worthwhile opportunity. After all, in a world of churned-out copy, artificial call to action, and strife online competition, it’s important to nurture your human voice as much as possible.
In this post, then, we’ll discuss how to avoid that awkward marketing spiel and instead deliver hard-hitting messaging that helps even highly trained and experienced professionals feel engaged and interested in what you have to say. Without further ado, please consider some of the following advice:
Why Should You Avoid Conventional Language?
Awkward and unwanted marketing speech can hurt your brand reputation, decrease customer engagement, and ultimately harm your business. This can include using buzzwords that don't resonate with your audience or making assumptions about their preferences that turn out to be incorrect - a big no-no. It’s important to focus on creating messaging that is clear, concise, and tailored to your audience. This means conducting research to understand their needs and preferences and using language that speaks directly to them. With a b2b email database, you can start that process.
What Makes An Effective Message?
Curating a message with brevity is essential. Conduct market research to learn more about your audience’s requirements, motivations, and preferences. Try to consider what they need before they need it. Consider how market trends and customer data allows you to curate informative content first, and then add your style later. Remember - simplicity is key. Don’t make your message overly clever or super smart, make it accessible, interesting, and impactful.
Authenticity Is King
Authenticity is key to building trust and loyalty with your audience. Try not to curate content that reads like an AI generated it. You can achieve this by hiring copywriters, working with outsourced marketing, or delivering a project that really speaks to the audience you have. For instance, it’s not uncommon for certain fields to speak with the jargon required to properly deliver their communications correctly, and this can create even more of a connection than overly vague information can. As you can see, sometimes gauging your audience is more important than formatting all of your messaging into one worthwhile box.
Moreover, try not to rely on basic conventions or wordplay if it can’t quite fit. It’s better to be clear so that someone can remember your message after a few seconds of reading it than asking them to figure out what you meant. Direct, imperative language, authentically applied, should do that trick.
With this advice, you’re sure to avoid awkward and unwanted marketing spiel, and instead learn to curate your authentic and informative voice.
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Author - chris
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