Today’s consumers are smart. They have been overloaded with information and have learned to separate fact from fiction, truth from ‘PR spin’.
Your customers want to know the real you and if you want to reach them, you have to be authentic.
Here are some tips to help you write authentically and with meaning:
- Use the same words you do in your everyday life – this means plain English and no obscure, convoluted language or corporate jargon. Big words don’t make you sound clever; they just make you sound like a condescending know-it-all.
- Write the way you speak – this will make you sound like a real person and make you instantly more trustworthy.
- Read your work out loud. When you read out loud, clunky sentences and bad punctuation become much more obvious.
- Share with a trusted friend or colleague. Use them to keep you honest and to test your meaning.
- Finally, forget about the rules and just write. Don’t stress about getting the words and grammar perfect, just write and it will fall into place easier.