Marketing messages should be influential, and they must resonate with your target audience. Many business owners acquire the expertise of a good PR company to make sure they’re getting their investment and money’s worth.
But why hire a company for something you can do? For one, exposure. They understand that words can make or break your business. It’s a tragic thing – if not financially damaging – to lose sales because of a few misspoken words.
But remember that words have weight. They either enhance or cripple your marketing messages. Here are some of the ways words can wreck your marketing campaign:
Using Passive Verbs
When investing in a marketing piece or ad, the aim is to generate some type of reaction from your target audience. For any marketing material, whether it’s your website or a brochure, your call-to-action must encourage people to take action.
Using passive verbs instead active verbs in your message can have the opposite outcome. An active sentence asks the readers to take action, while a passive sentence makes them consider taking action. To stimulate an active reaction from your potential client, use the active voice in your sentences.
Not Using Emotional Words
Your copy must knock into your client’s emotional prompts. Otherwise, it’s not just as effective. This is because emotions rule the majority of the purchase decision.
Emotional prompts include trust, competition, comfort, fear, guilt and other triggers. Use their emotions as a focal point to enhance your marketing messages.
An experienced copywriter can construct messages that effectively communicate and encourage potential clients to take the next step: whether it’s to visit your website, fill out a form, make a call or ultimately, buy a product.
Owing to their marketing expertise, they know how to use emotions to their advantage or build the right statements to evoke the desired reaction from the target audience.