Australia has thrown itself into the pit of confusion with its latest election. The AEC are slowly determining who’s going to take charge of this fine country, while we all sit helplessly, twiddling our thumbs. Many Australians are disenfranchised, uninspired and unsure where to look to for great leadership. Don’t let your brand fall the way of our major parties. Understand your brand and communicate it with clarity and leadership. Follow these tips and you’ll be well on your way to becoming a better writer and communicator overall.
Know your message
We can all get caught up in what everyone else is saying and confuse our own message as a result. Much like some of the campaigns rolling around our screens and radios, marketers are seduced by the idea of pulling others down in order to big themselves up. This just pulls everyone into the gutter. It doesn’t matter what the other guy is doing. What do you have to offer? How is it unique or valuable? What do you want your clients, audience or readers to know about you? Answer these questions and you are off to a much stronger start.
Know your style
If your organisation has a communications and/or marketing team, you will likely already have a style guide. If you do not, I urge you to work with your team to create one. A style guide will inform your tone, your approach and your word choices. It can help even the most nervous of writers find the right path. If you don’t have a team to help design a style guide, I recommend you consider working with a consultant, such as Make it Peachy to design one for you.
Design a strategy ahead of time
As we know, there are so many different channels you can communicate through these days and it can be incredibly overwhelming. Sometimes you can get so caught up in the newest trends that you miss the chance to promote your service and product in the most effective way. Understand how the different platforms work, and design a communications strategy that is easy to follow. The Hub created a fantastic infographic outlining 25 great content marketing platforms for your brand. Don’t waste your time throwing your content in every direction, hoping for something to stick. Identify the platforms that best reach your audience and create a content adhesive that sticks every time.
Do your research
What is engaging your industry right now? What are they talking about? What are they debating? Do your research and understand where your industry stands. Where do your audience and clients stand? What are they interested in? How can you show that you offer this? If there is something newsworthy you want to comment on, make absolutely certain you have done your research. Making the time to do your research will keep you abreast of any developments in your industry and help you illustrate your knowledge to your clients.
Strip away the industry jargon
Whether you are designing a presentation, writing an email or creating original marketing content, remember to get rid of that jargon. I wrote a stand-alone blog on stripping away your jargon. As you know, you are the expert in your field, no one else is. The best way to engage people is to make your content as easy to consume as possible. Get rid of your technical lingo and shorten those sentences. Using jargon only serves to alienate people. You can show your expertise with far greater ease when you can explain your point using Plain English.
Don’t forget about your copy
Images and videos are fantastic ways to engage and seduce your readers. People love great videos, emotive pictures, and informative infographics. Make sure you use them where you can. They are a great way to grab your audience. In fact, while researching for this blog, I came across this amusing little video of a professor’s explanation of marketing.
However, ensure you back that up with some quality copy. Your choice of words explains your message and demonstrates your knowledge. Don’t flood your content with images and videos if you can’t back them up with engaging copy.
Educate yourself and your team
You may be the expert. You may have an extraordinary team and some socially progressive, financially sensible policies. The trouble is, if you don’t know how to get that across, you could end up with a hung parliament, or worse, not enough of the market share to actually affect change. If you don’t have the writing or presentation skills you need, don’t wing it – learn. There are thousands of courses around the country that offer up to date advice, tips and tools for you to become a better communicator. If you are looking for writing training, Make it Peachy offers a range of courses and I can even design a personalised course for your team.
If in doubt, ask for help
If you aren’t confident that you can create engaging content, don’t do it. Talk to your communications and/or marketing team. If you don’t have one, engage a consultant. The only thing worse than not creating any content is creating terrible content. Don’t assume your clients will know you’re passionate and inspiring. Show them that you are.