I work with many clients, most of whom are new businesses. I have tried on numerous occasions to get them to shy away from marketing claims that are too bold, that don’t sound natural or may seem unrealistic. Next time I have this discussion with a client I will refer them back to this blog.
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Steph Hay
Sweet, I’m glad to hear it! I’ve been in your shoes more times than I can count. One of the techniques that helps me get a “more pizazz please!” client onboard is by storytelling in the content. As an example, instead of “Ours is the only aquarium in the world with two whale sharks,” maybe it’s “Have you ever stood eyeball-to-giant-eyeball with a 70-year-old creature that’s a third the size of a football field? No? Well then it’s time for you to come and meet Pinto, one of our two whale sharks.” The super-wordy latter example still uses plain language, but its conversational aspect typically gets a thumbs-up from clients.
The Mom test is a great tool. I’ve just finished writing the content for our new site, and your article makes me realise that, despite good intentions, I’ve ended up ‘sounding like everyone else’ way too often. Mom needs to come to work with me for several days of ruthless revisions. I think a big challenge for me is to trust being real, over sounding ‘professional’. Thanks for a great article Steph.
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Steph Hay
Thanks! I love that this article already has shifted your content perspective, and I also love that you recognize how challenging it can be to write real content. It means breaking some bad habits of trying to be too [insert adjective here], but it can be done. Keep rockin.
Thank you for writing this great article! There are too many times people will try to base what they are doing by trying to “one up” what someone else is doing. It is good to get a reminder like this.
I love to keep it real but on my site, I have to back my articles way off. If I expose too much of THETRUTH then I risk needlessly scaring away prospect due to excessive “tude.”
Steph I could not agree more with this line: “trust inspires confidence. And it’s confidence—not just a knowledge of differences—that compels decision-making” Thanks for mentioning it.
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Karuna Raskar
Thanks Steph. Excellent post. I truly believe your statement,“trust inspires confidence. And it’s confidence—not just a knowledge of differences—that compels decision-making”. Great job.
Still, I wonder about the wording. I’m in two minds when it comes to writing an enticing copy – on the one hand, it should be easy and understandable; on the other, alluring rhetoric may yield grand results and I’m not very keen on dumbing down the language. UX people will kill me.
23 Reader Comments
Back to the ArticleGetJim
I work with many clients, most of whom are new businesses. I have tried on numerous occasions to get them to shy away from marketing claims that are too bold, that don’t sound natural or may seem unrealistic. Next time I have this discussion with a client I will refer them back to this blog.
seonett
Hi!
Thanks for your valuable information with comments what all of you are putting and giving with Compliance and solutions.
Steph Hay
Sweet, I’m glad to hear it! I’ve been in your shoes more times than I can count. One of the techniques that helps me get a “more pizazz please!” client onboard is by storytelling in the content. As an example, instead of “Ours is the only aquarium in the world with two whale sharks,” maybe it’s “Have you ever stood eyeball-to-giant-eyeball with a 70-year-old creature that’s a third the size of a football field? No? Well then it’s time for you to come and meet Pinto, one of our two whale sharks.” The super-wordy latter example still uses plain language, but its conversational aspect typically gets a thumbs-up from clients.
John McSweeney
The Mom test is a great tool. I’ve just finished writing the content for our new site, and your article makes me realise that, despite good intentions, I’ve ended up ‘sounding like everyone else’ way too often. Mom needs to come to work with me for several days of ruthless revisions. I think a big challenge for me is to trust being real, over sounding ‘professional’. Thanks for a great article Steph.
Steph Hay
Thanks! I love that this article already has shifted your content perspective, and I also love that you recognize how challenging it can be to write real content. It means breaking some bad habits of trying to be too [insert adjective here], but it can be done. Keep rockin.
Set Sail Media
Thank you for writing this great article! There are too many times people will try to base what they are doing by trying to “one up” what someone else is doing. It is good to get a reminder like this.
Atlanta Real Estate and Homes
I love to keep it real but on my site, I have to back my articles way off. If I expose too much of THE TRUTH then I risk needlessly scaring away prospect due to excessive “tude.”
It’s a touchy feely business, unfortunately..
louisvuittongz
Steph I could not agree more with this line: “trust inspires confidence. And it’s confidence—not just a knowledge of differences—that compels decision-making” Thanks for mentioning it.
Karuna Raskar
Thanks Steph. Excellent post. I truly believe your statement,“trust inspires confidence. And it’s confidence—not just a knowledge of differences—that compels decision-making”. Great job.
Niraj
Just joined alistapart.com and your writing is awsome!!!
Brett Cairns
Keeping it real is absolutely essential. You cannot be what you are not. Another great test besides the mom test is the wife test.
Brett
Justin Verson
yarh…. I also usually ask Mom for some question. It seems that Mom is a person we can trust. Thanks Steph for informative writing!
Minneapolis Web
Mirek Woźniak
Still, I wonder about the wording. I’m in two minds when it comes to writing an enticing copy – on the one hand, it should be easy and understandable; on the other, alluring rhetoric may yield grand results and I’m not very keen on dumbing down the language. UX people will kill me.