Good writing is essential to successful marketing

In marketing, good writing matters. Think about how often we are exposed to the written word every day just in e-mails, texts, tweets and Facebook status updates. Words have more power than ever in the digital age. The quality of your writing and the way you express yourself have a strong impression on consumers and impact the image consumers have of your financial institution.

Even with the explosion of video and audio content on the web, writing has significant advantages over these forms of media. Not only is it the foundation of video and audio content that relies on scripts. Writing also is more easily searchable. It is easier to produce and edit. It downloads more quickly and is printable.

So, what constitutes good writing? Good grammar, for sure, but good writing is more than correct grammar. It responds to the interests and needs of the readers. It has a clear purpose and makes a point. It includes details to support the point. The information is clearly connected. The words are appropriate and the sentences are concise.

Good marketing writing has all of these characteristics. It also is reader-centered. It tells the reader what’s in it for him or her and focuses on the benefits of your financial institution, not just the features of your products. Online banking may be a feature of a checking account. The benefit is that it saves consumers time and money.

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