We have a tough job. We, as in those of us in marketing communications. And, specificially those of us who do any type of writing in marketing communications.
(Okay, it should go without saying — but I am to prevent any wayward thoughts — that we don’t really have a tough job. Policemen, firemen, EMS personnel, nurses, doctors, teachers, military men and women, etc. — they have a tougher and definitely more important job than most of us do. Heck, even my first career in journalism had a higher degree of importance — in contributing to society — than what I do now. But, I digress . . . . )
As marketing communicators, look what we have to do: We have to communicate a certain message or messages. But, to be effective, that cannot be done with just any ol’ group of words.
We need to inform, educate and persuade.
We need to be understandable and clear in the message(s).
We need to do it with a quality of entertainment, or at least keep readers’ attention and interest.
We need to be succinct.
We need to be credible, believeable — even honest and accurate.
We need to be empathic, connect with readers — ensure they know that we know and understand what they feel and want.
We need to do all of that with the same words.
But, don’t you just love it?!
– Mike
