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Wednesday, May 16 2018

One of my mentors once said: "Write a much as you need to write to get your message across. Then stop!"

Content on a home page, sales page or services page of a website is likely designed to trigger someone to take actions that could lead to them becoming a client. In this case the flow of the content is built on well-defined psychological principles.

If you focus on keeping the length really short you may lose out on the opportunity to fully integrate those principles effectively. Your words will have less impact.

I was once approached by a web designer to write for his website. Here's roughly how part of that conversation went:

Client: I only want 50 words on the home page.

Me: Hmmm (thinking). So, do you look on your website as your online sales person?

Client: Yes, yes yes! That's a great way to say it!

Me: Would you send a real live sales person out to meet a potential client and tell him he can only say 50 words?

Client: Nooool

End of conversation. The copy that I wrote had about 250 words and he was vey happy with it.

However, using more words doesn't give you a license to ramble or write a lot just because. There's a huge difference between rambling and getting your point across with impact in as few words as possible.

If someone is willing to take the time to read your material, even if it's a bit longer, they're more likely to look on you as an authority and someone they can trust to help them.

Don't sell yourself short by holding on to a principle that may not serve you!

Is YOUR copy persuasive? I'll take a look and give you an opinion. You can contact me by email at Maggie@MyMarketingMessage.com or call me at 805 965 9173 and let's talk.

Copyright 2017 Maggie Dennison

Posted by: Maggie AT 02:33 pm   |  Permalink   |  0 Comments  |  Email
Wednesday, May 02 2018

Jargon refers to special words or expressions used by a particular group: they may be hard for people outside that group to understand. In copywriting, we're taught to avoid jargon; however there's a place for it.

A problem can arise when we're so used to using our industry terminology and it's become such a part of our everyday way of expressing ourselves, that we don't realize that we may be losing our readers.

When DO you use jargon?

Do your readers or listeners all belong to a specific industry or type of business?

In that case, it's OK. Everyone will understand you. If you're a real estate agent and your audience consists of real estate agents, they'll expect you to use industry vocabulary, otherwise it may look as if you don't know your field.

Similarly, while ordinary folks talk about a "heart attack", if you're a doctor speaking to an audience of doctors, they'll probably expect you to use the term "myocardial infarction ".

Are you writing for a general audience?

In this case, Industry terms will run off their backs like water off a duck. You lose their attention because they have no idea what you're talking about; they're too busy scratching their heads trying to figure it out to read or listen any further.

Or they'll read on but not understand what you're saying because they missed a key concept.

I recently read a piece by a real estate agent where she talked about a Trustee's Deed. Although I could guess at what this meant, I didn't understand it exactly. A one-sentence explanation of the term would have been sufficient to keep my attention.

When you explain complicated concepts in layman's terms, your audience comes along with you.

But If you go above their heads, they'll simply tune you out.

Do your materials use jargon? I'll cast an eye over them for you. Contact me by email at Maggie@MyMarketingMessage.com or at 805 965 9173 and let's talk.

Copyright 2018 Maggie Dennison

Posted by: Maggie AT 05:34 pm   |  Permalink   |  Email
 

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