Too often, content and social media marketers overlook the importance of writing style in their campaigns. Yet, it’s essential to think about style in written communication – it helps convey your message more clearly, target the right audience and inspire them to engage.
What is style?
Writing style encompasses several different areas, including:
- Formality and vocabulary choices
- Audience’s reading level
- Author’s voice
- Overall look (images, infographics, length of paragraphs, etc.)
The goal is to get the style of your written content to match the preferences of your target audience while maintaining an air of authenticity.
But why does it matter?
Style earns trust
While many readers might not be able to articulate it, poor writing style is a strong reason to reject a message. Sloppy or disorganised writing, inappropriate tone and inconsistent style from piece to piece are all sure-fire ways to turn off your audience. Striking the right tone with proper style demonstrates respect for your audience, lowering their resistance to your marketing message.
Style crosses the communication divide
A fundamental theory of any communication is that there is always a sender and a receiver, and no message can be conveyed unless the receiver understands the sender’s intent. Ineffective writing style confuses your message, putting it at risk of becoming incorrectly interpreted or worse, rejected completely.
Style adds beauty
You may not associate beauty with content or social media marketing, but there’s no doubt that beautiful things – art, music, literature, fashion – have a certain kind of appeal. Beauty cuts through the noise of life and makes us pay attention, makes us think differently. Digital marketing should do the same, cutting through the noise to reach consumers with the promise of a solution or a tool or an approach that can improve their lives. Style can help you craft a more beautiful message.
The ultimate challenge in any marketing strategy is to overcome consumers’ natural resistance and shortened attention spans, so that they open themselves to your product or service. Concentrating on writing style in your campaigns can help build a better bridge between your brand and your audience, converting them from potential sales into loyal customers.
