So much in marketing relies on excellent writing skills that it is vital to anyone serious about online success to spend some time and effort working on and improving those skills. Some may argue the point, especially those savvy in web 2.0 technology. After all, video and audio (plus innovations like the "talking-head" animations and live action add-ons) are replacing the written word. Right? Soon every website will be nothing but one video after another. Won't they?
Actually, no. At least, not in the foreseeable future. While audio and video are augmenting the older, static print and image websites, they are not replacing them. And they won't for some time because the one shortcoming of those features is that, in their very advancement, they are often too advanced for half of the global marketplace. And relying on advancements like that restricts the access to a site, leaving that business available only to a very finite group of people who also have that technology. This is completely counter-productive. Success requires being available to as broad an audience as possible.
Those who believe web 2.0 technology will replace written content anytime soon are usually those who (by no co-incidence whatsoever) have invested in it and are promoting it. And, to some extent, they may be right. EVENTUALLY, this technology may replace the written word. But not today. Or next year... nor probably for five to 10 years. In the meantime, business people need to earn a living. Today.
And, truthfully, it may never happen. Not because the technology is not there. But because the foundation of society is too closely involved the written word. Too many people want to "see it in writing;" and/or want to "read over the fine print" before committing to anything. Even with all the audio and video available, writing out and explaining a system in a comprehensive manner is still vital to its success.
That's the bad news. The good news is that learning to write effectively is not difficult. After all, business writing is not the same as writing the "great American (or English, or German) novel." It is not an art. It is simply a skill, one that can be practised and improved upon with just a little effort and a few tips. To demonstrate this, below are five of the most common writing errors found online. These are found every day, in all kinds of content: On websites, blogs, emails and virtually anywhere one looks. Yet, like silent killers, they also determine the professionalism of any content and its inherent success. Simply studying and adapting these principles to any online writing will improve response to that content immeasureably.
1. Be Direct & To The Point
Either in website content, a safelist email or any type of marketing, the most common error of all is begin by slowly introducing the topic. In website content, for instance, it is better to start with the end-result, then to begin with a slow explanation.
2. Be Positive
It is always easier to say something in a positive, rather than a negative, way. A simple example of this is, rather than saying, "If you don't try it, you won't learn anything," say, "Try it and you'll learn." And, as this example shows, the result of a positive phrase can be much more dynamic and, therefore, effective.
3. Be Professional
While the internet is a very comfortable place, professionalism is still appreciated, especially related to business. A classic mistake is to use pronouns in content or articles. "You, me, I, your, they, we or us" should never be used except in opt-in email marketing or on forums. In website content, professional blog entries or articles, the third person point of view should always be maintained.
4. Your Words Represent YOU
In many public business arenas such as forums or web conferences, it is easy to forget there is a business aspect to it. Yet reputations can be made and lost in a single topic. Some forget that the entire forum can view the results of an exchange. Many people that do not post, but are forming opinions of the participants, nevertheless. By the same token, handling a bad situation well can help a reputation. Never be afraid to apologise or to admit to being wrong. Or to walk away from an impossible situation entirely. Also, spend the extra five minutes to proofread. Those words will live on much longer than may be imagined. .
5. Specific Descriptions
When describing a product or its attributes, be specific. Words like, "great," "wonderful," or "fantastic," are a waste of the reader's time. Instead, describe what that product can accomplish or how it can help the customer in real terms. Being creative about this is fine, as long as it remains truthful. Offering examples of how the product can help is also a good way to be specific.
6. Be Brief / Stay On Topic
In offline print media, the actual printing is so expensive that everything is determined by 'word count.' Online this is less important superficially. However, to keep a reader's attention, brevity is twice as critical. Staying on-topic and offering valuable content in each sentence becomes essential. This can be a daunting task. However, in accomplishing it, one achieves a professionalism that is reflected in sales and success.
Following these simple rules in all types of business and marketing make all the difference between poor to mediocre sales and consistent, dynamic sales.
About The Author
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MARIGE O'BRIEN is a successful writer, marketer and web designer. Her website, Tracker Mo's Den (http://www.trackermo.com) focuses on helping marketers transition to working online and includes her popular ebook, Writing For The Internet (http://www.trackermo.com/wfti/index.php).
