More often than not when I mention writing on this blog I’m talking about writing press releases. However, that sort of implies that’s the only time writing is important, which is far from the truth.
In fact, every single word that comes out of your business is important. Just like a mascot or brand image is your “ambassador” for the company, so too are the words you type and speak as a spokesperson. What people see and hear tells them how they should feel about your business, and if the words are terrible, the public could be confused.
So it’s time for you to look at the copy you’ve been releasing lately and determine if it’s really doing its job. If not, it’s also time to do something about it!
When I say every word counts when it comes to your company’s image, I mean every single word. You have to imagine that at some point your customers will read every thing you’ve written as a representative of your company.
That’s every single email you’ve sent out, every Facebook post you’ve made, and every item description you’ve thrown together – every bit of it read by your customers. Looking back over this material, is it upholding the image you want for your company?
Maybe when you first started out you were a little “looser” with what you wrote. Perhaps you tried to make the language more “cool” and less professional as you were still trying to figure out your niche. It happens, and times change.
However, that old text is still up on your website. You’re hesitant to change it or take it down because of nostalgia for the good ol’ days of starting out in the industry. That’s all fine and dandy – but is it hurting your overall image? If you want a consistent message across all forms of media, then it absolutely is.
Start From Scratch
You may find you’re having trouble getting that level of consistency you want for the copy that represents your company. The issue here may not be what to write; it may be what you already have.
There’s no harm in starting over from scratch. If your product descriptions don’t match the language on your social media profiles, change one or the other completely. If you find the emails you’re sending out don’t reflect the image your press releases promise, it’s time to amend something. There’s absolutely no need to keep something around if it’s not working.
If writing isn’t your forte, don’t be afraid to call in for backup. Outside opinion might be a good idea anyway, as a new set of eyes may be able to spot trends in your copy you never noticed. This could be a great way to find a consistent message if you’re struggling with it.
How often do you look back over your old copy?
This article is written by Mickie Kennedy, founder of eReleases (http://www.ereleases.com), the online leader in affordable press release distribution. Download a free copy of the PR Checklist – a 24 point list of Press Release Dos and Don’ts here: http://www.ereleases.com/prchecklist.html