There are many simple things people do that weaken their marketing messages. Most people aren’t even aware they make these mistakes and no customer has probably ever cited these issues as a reason they didn’t make a purchase. But subliminally, they can create an unwanted effect in your communications, weakening your message and causing confusion and doubt in the mind of the consumer. Here are five easy ways you can strengthen your marketing message.
Never use the phrase “We would like to …”
If you begin a communication by saying “We would like to…” you may be leaving your customer wondering why you don’t just do what you say it is you would like to do. Take a note from Nike and “just do it.” So instead of saying, “We would like to thank you for your business,” simply say “Thank you for your business.” Instead of “We would like to help you find the best senior care solutions,” simply say “We help you find the best senior care solutions.” Eliminating “We would like to” not only makes the statement stronger and more easily understood, it eliminates the wishy-washy tone, which is something you always want to avoid in marketing communications.
Eliminate ellipses
In formal writing, ellipses are used to show an omission of words in a quote (“Four score and seven years ago … a new nation, conceived in liberty…”). In informal writing, ellipses are used to indicate that something more is on the way. For instance, if you have a multiple-page ad in a magazine, the ad may start with a right-hand page that says “There are three ways to cure baldness….” The ellipsis lets the reader know that there is more to the ad than this single page. But many marketers use the ellipsis when what follows is on the same page as the introductory phrase (“Introducing … A Cure for the Common Cold”). If the reader can see what follows, the ellipsis is unnecessary, because they can plainly see what’s coming. Ellipses are also used to separate or emphasize phrases within a sentence (“Education empowers seniors … and their families … to cope with the challenges of aging”). In this case, dashes would be most appropriate. Finally, ellipses are also used, informally, to show hesitation or uncertainty (“I think … no, forget that … I think we should … no, never mind”). In marketing writing, you want to be clear and direct without any hint of hesitation. If you don’t understand that your product or service is a benefit, how will your customers understand? Ellipses indicate an uncertainty, which can be the death knell of a marketing message.
Use the ® or TM only once in any single marketing piece
Many people populate their websites and other marketing pieces with numerous ® and TM symbols, even when talking about the same company, product or service multiple times on a single page. This is unnecessary. Overuse creates visual clutter and may detract from the aesthetic appeal of your site. Use these marks on either the most prominent or first mention of the name or logo in any single piece. While companies use these symbols to protect their intellectual property, there is no legal requirement to do so. Visit Nike’s website. You won’t see a single ® anywhere in sight, even though both “Nike” and the swoosh are registered trademarks. Companies also use these marks when mentioning other companies. They usually do this as a courtesy. If you choose to use these marks (and it is a nice thing to do), use only once using the rules outlined above.
Write dates correctly
The correct way to write a date is the month and day, followed by a comma, then the year (January 23, 2017). If you’re adding a day of the week, you would put it at the beginning of the date, followed by a comma (Monday, January 23, 2017). When you’re using the month and year without the day, you don’t use a comma (January 2017). One of the most common mistakes people make when writing dates is using an ordinal -st, -nd, -rd, -th) after the number. Never use an ordinal number when writing a date (1st, 2nd, 3rd, etc.). Like overusing trademark symbols, ordinals create visual clutter and detract from the visual appeal of your piece.
Accentuate the positive
As we discussed in this post, focus your message on ways your product or service benefits your customer/client. Instead of discussing the specific details of your service (“We have 56 beds and accept most private insurance”), talk about how your customer will benefit by using your services (“Superior Care that Helps Seniors Thrive”). Selling your benefits – as opposed to features – will go a long way in creating interest in what you’re selling.