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Improve your copywriting by getting specific

01 Jun, 2020 Marketing communication, Writing and layout

The words in most mission statements, copy in websites and marketing communication text is unimaginative and cliché ridden. A quick scan of such text and the media releases in PR Newswire will quickly confirm that vague puffery surrounds us. How can such text be improved?

A five-step process can improve promotional and marketing communication text:

1. Tell only the verifiable truth

Consider this actual sales text from the high-traffic website of a large company in the health sector (its real name is not used here):

“Led by one of the finest management teams in the industry, Tray-med has consistently demonstrated a keen understanding of the industry and a strong vision for its future. This vision translated into a concept of a superior system – of how patients should move smoothly through a logical healthcare system that offers highly technical, less-invasive, cost-effective procedures.”

The trouble is that most of this text is merely unverifiable hype. The company has provided no information that can be validated to prove its unique attributes. Many other websites and examples of marketing text are similar. All unsubstantiated text should be deleted. For instance, in what way is their system ‘superior’? What do they mean by ‘logical’ system? What are the advantages of being ‘less-invasive’, and so on.

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Photo by Allie on Unsplash.

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About the author Kim Harrison

Kim Harrison loves sharing actionable ideas and information about professional communication and business management. He has wide experience as a corporate affairs manager, consultant, author, lecturer, and CEO of a non-profit organization. Kim is a Fellow and former national board member of the Public Relations Institute of Australia, and he ran his State’s professional development program for 7 years, helping many practitioners to strengthen their communication skills. People from 115 countries benefit from the practical knowledge shared in his monthly newsletter and in the eBooks available from cuttingedgepr.com.

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