Print, Design & Websites

Posted: March 16, 2020   •   Posted in: Marketing Tips

Marketing Tips: Use the right words

4 out of five consumers end up with a positive view of a brand after learning about it via helpful content – Quoracreative 

Words are important. We use them every day to communicate with our friends, family and colleagues. The capacity to use language can be a key differentiator between you and your competitors. It’s a way to generate excitement about a product, provide information about a business or to answer questions your audience may ask. 

Whether on printed mediums or digital channels, the language you use, the tone of voice, the words themselves are key to making sales. 

In other words, they’re one of the most important parts of your online and offline marketing efforts. Here’s how to use them on your website and your printed material… 

Effective words for website audiences and Google 

Your website is often the first port of call for customers before they purchase. Indeed, research shows that 87% of shoppers begin their product searches on digital channels. 

But these days, everyone has a website. So how do you make sure yours stands out from the competition? 

There are a few key ways… 

It could be through the design of the site (which is why Kall Kwik Bury St Edmunds never use themes). It could be through the images you choose (real photography is so important). Or, of course, through the words you use. 

The lexical choices you make can be a huge part of your branding. Whether your company comes across as professional, friendly, trendy, traditional, knowledgeable or fun will be determined by the imagery, the layout and the words. 

How you describe yourself on your about us page could be the difference between someone wanting to buy from you or work with you, or click the back button and find someone else. How you describe products could be the difference between making a sale or not. Generic descriptions from the manufacturer won’t make you stand out. Original content will. 

Many people say they don’t read all the text on a website. But Google and other search engines are always crawling your pages. There are many ways Google’s algorithm decides how to rank your site, but the most important is whether it feels you add value to its users. Users who use them for all their internet searches. Your target audience. 

As its algorithms get better, the more relevant the results Google gives its users. Nowadays, you will invariably find what you’re looking for on the first page it suggests. You may not even leave the search results page thanks to the knowledge panel and featured snippets. 

But key to this is content. And ranking well hinges on following one golden rule. Write for humans first and search engines second. If a human audience finds your content useful, you can bet your bottom dollar, Google, Bing and the rest will too. 

Effective words for printed mediums 

On printed marketing materials, the right words can attract attention. They can provoke an audience to act. 

Text on printed material should be simple and to the point. The aim is often to get the reader on to your website. Or speaking to a salesperson on the phone or in store. 

With this in mind it’s essential that titles on printed materials are short and catchy. British advertising tycoon, David Ogilvy once wrote that: “unless your headline sells your product, you have wasted 90 percent of your money”, so take the time to get this vital element right. 

Likewise, in the body text. Bullet points are effective on leaflets and flyers. Short descriptions can tease an audience, giving them enough information to pique their interest, but leaving them wanting to find out more. 

And this brings us on to one of the most important parts of print marketing: The call to action. Make sure to tell your audience what to do next. Whether that be directing them to call you, visit your website or redeem a code online, make sure it’s clear and obvious. Without this vital step your customer will discard your marketing and you may never hear from them again. 

As you can see, good copywriting takes time, but it can make all the difference to a successful marketing campaign, so it’s well worth investing in. 

Copywriting services in Suffolk 

If you need help choosing the right words to please your users and Google on your website or want a killer headline for your leaflets and flyers, Kall Kwik Bury St Edmunds can help. Our in-house copywriter and creative design team can help create campaigns that will inspire your customers to take action.

To find out more, call us on 01284 752266 or fill in our contact form.

Contact us for copywriting