Do The Words You Use Really Matter?

You’ve probably heard the phrase ‘Content is King’ but do the words you use when promoting your business really matter?

Well research has found that content marketing – using content to engage your potential customers – is far more effective than more direct traditional sales marketing techniques such as advertising, fliers, and even direct mail. In fact, it generates three times more leads than traditional marketing, whilst costing on average 62% less.

But whilst there are many ways to use content to attract prospects and generate sales, such as your website content, blog posts, and email newsletters, none of these will be effective and deliver the results you want unless they are well written and consistent.

A common mistake many companies make when creating content is to overlook the importance of the tone of voice they use, and what persona they want to project to those visiting their website or reading their blogs, newsletters, or social media posts. 

The tone of voice and style you use in your content is key as it gets across the personality of your business or service. A very formal style and tone will emphasize your professionalism, whilst a more informal chatty style will highlight your friendliness and fun approach.

But be careful not to mix styles on your website or in your other marketing materials, as this can look inconsistent and be confusing for your audience.

As important is deciding whether your business words and content is written in first person or third person tense. Do you want to refer to yourself or your team as ‘I’ or ‘we’ or do you want to refer to yourself as an independent third party would, using terms such as ‘the team’, ‘they’, ‘he’ or ‘she’? Decide this upfront, because like the tone of voice you use, you don’t want this to be inconsistent and confusing to those reading your content.

Whatever you decide, remember that the average attention span of a website visitor is between just three and eight seconds, so you need to make an impact with your words and content fast. Your text must be engaging, and you should be clear about what you want it to achieve.

This may seem obvious but different writing styles and tones have different purposes. For example, if the intention is to encourage the website visitor to click a link or enter their contact details, a sense of urgency and importance needs to be included, as opposed to a more informational piece which is intended to educate and inform.

To summarise, remember that not all content is effective or will deliver the results you want unless it is well written and purposeful. 80% of people appreciate learning about a company through custom content rather than through traditional marketing techniques, so consider hiring a copywriting professional if you need help effectively promoting your business, services, or products.

Tone of Voice is critical to your success and we can write it for you.

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  • Tone of Voice guidelines