Writing isn't easy but reading should be

byDaveBeech

215 followers

9 years ago

As marketers, we are predominantly interested in the written word. Yes, we augment our text with diagrams but our principle means of communication remains writing.

When we jot down a few ideas or rough notes, we are setting down our thoughts purely for ourselves. Then we tidy up our prose to make it suitable for our audience. It doesn't matter what our niche is, we want to appeal to as broad a spectrum of potential customers as possible, whilst still retaining our air of authority as an expert in our chosen field. And that's where the problems begin.

To what extent can we assume that our reader will understand our words? For example, in my profession of teaching English, I know what a subordinating conjunction is and how to use one correctly. The average man or woman in the street probably wouldn't have the faintest idea what I was talking about.

If I tried to persuade them to invest in a writing course or a text book by using jargon or technical, specialist terms, they would click away instantly regardless of the merits of the product or service I am promoting.

On the other hand, if my language is too informal, too conversational, I may come across as Joe Average, which may be fine if I'm selling skateboards but disastrous if I want my customer to have faith in my qualifications, experience and expert knowledge.

It is a tricky balancing act. Too far one way, I lose credibility; too far the other, the client loses interest.

Some interesting ideas about this conundrum and a fascinating video showing how not to present your work are available at http://withoutbullshit.com/blog/can-academia-be-sa...

Sorry about the earthy language, it's not my blog. Well worth a look, though, if you're struggling with writing clear, concise texts.