Which Words Should Your Marketers Use? My Four Suggestions.

I’ve talked about the words “why,” “how,” and “what” and their relation to writing, but I haven’t talked about the word “which.”

Not in relation to sandwiches, but in relation to words.

If you are a marketing executive, you know that the words you use in your marketing content can make or break your success. When your company asks employees or consultants to write marketing content for you, which words should they use?

Here are four suggestions for you and your writers to follow.

1. Your writers should use the right words for your brand.
2. Your writers should use the right words for your industry.
3. Your writers should use words that get results.
4. Your writers should be succinct.

Your writers should use the right words for your brand

Your company has a tone of voice, and your writers should know what it is. If you can’t tell them what it is, they will figure it out themselves.

Your company has a particular writing style—hopefully one that engages your prospects and customers. Regardless of your writer’s personal style, they must create copy that aligns with your own style. In effect, they put on a “mask” that aligns the words they create with the words that your company needs.

Your writers should use the right words for your industry

Similarly, your company provides products and services in one or more industries, and your copy must align with the terms those industries use, and the way industry participants express themselves.

For example, a writer who is writing content for the biometric industry will use different terms than a writer who is writing content for art collectors because of the differences in the two target audiences.

• Biometric readers (the people, not the devices) care about matching accuracy measurements, such as those compiled by the U.S. National Institute of Standards and Technology (NIST) in its Face Recognition Vendor Test, or as measured in agency-managed benchmarks. (Mike French’s example.) They often respond to quantitative things, although more high-level concepts like “keeping citizens safe from repeat offenders” (a public safety-related benefit) also resonate.
• Art collectors care about more qualitative things, such as not being scared of handing over their dream to a commissioned artist whose work will inspire affection. (Well, unless the collector is an art investor and not an art lover; investors use different terminology than lovers.)

So make sure your writers get the words right. Otherwise, it’s as if someone is speaking Italian to a bunch of French speakers. (Kaye Putnam’s example.) Your prospects will tune you out if you use words they don’t understand.

Your writers should use words that get results

There is one important exception to my suggestions above. If your company’s current words don’t result in action, quit using your current words and use better ones that support your awareness, consideration, conversion, or other goals.

If you start talking about your solution without addressing your prospect’s pain points or problems, they won’t know why they should care about your solution.

For example, let’s say that the message you want to give to your prospects is that your company makes wireless headphones.

So what?

The prospect doesn’t care about wireless headphones per se. The prospect cares about the troubles they face with tangled cords, and how your company offers a solution to their problem of tangled cords.

Features are important to you. Benefits are important to your prospects. Since the prospects are the ones with the money, listen to them and talk about benefits that change their lives, not how great your features are.

Your writers should be succinct

I have struggled with succinctness for decades. I could give you countless examples of my long-windedness, but…that wouldn’t be appropriate.

So how do I battle this personally? By creating a draft 0.5 before I create my draft 1. I figure out what I’m going to say, say it, and then sleep on the text—sometimes literally. When I take a fresh look at the text, I usually ruthlessly chop a bunch of it out and focus on the beef.

Now there are times in which detail is appropriate, but there are also times in which a succinct message gets better results.

Selecting your content marketer

If your company needs employees or consultants to write marketing content for you, make sure they create the right content.

If your company’s views on content creation parallel my own, maybe I can help you.

If you need a full-time employee on your staff to drive revenue as your personal Senior Product Marketing Manager or Senior Content Marketing Manager, take a look at my 29 years of technology (identity/biometric) and marketing experience on my LinkedIn profile. If you like what you see, contact me via LinkedIn or at jebredcal@gmail.com.

If you need a marketing consultant for a single project, then you can reach me via my Bredemarket consultancy.

• Email me at john.bredehoft@bredemarket.com.
• Book a meeting with me at calendly.com/bredemarket.
• Contact me at bredemarket.com/contact/.