Improve your copywriting by getting specific

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.

Kim Harrison

Kim J. Harrison has authored, edited, coordinated, produced and published the material in the articles and ebooks on this website. He brings his experience in professional communication and business management to provide helpful insights to readers around the world. As he has progressed through his wide-ranging career, his roles have included corporate affairs management; PR consulting; authoring many articles, books and ebooks; running a university PR course; and business management. Kim has received several international media relations awards and a website award. He has been quoted in The New York Times and various other news media, and has held elected positions with his State and National PR Institutes.

Content Authenticity Statement. AI is not knowingly used in the writing or editing of any content, including images, in these newsletters, articles or ebooks. If AI-produced content is contained in any published form in future, this will be reported to readers.

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How To Develop (And Maintain) Your Brand’s Tone Of Voice

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