Quality writing is imperative

Nancy Garberson,

Marketing & Communication Strategies, Inc.

Quality writing is absolutely imperative for each and every expression you communicate. Everything that goes into marketing or public relations is important, but absolutely necessary are the words. Writers understand communication on the page and it goes far, far beyond English 101. It has to do with being able to transcend the page and reach the reader; make them smile, or cry. Get them to nod, even just inwardly. Touch them with a laugh or with anger. Move them. Some folks are very, very good at this, and it is, after all, what communication is about, isn?t it?

Beyond the artistic, creative qualities of quality writing are practical ones. If your grammar?s is off, if your syntax don?t match, if words are mis-speled, none of the expense that went into your marketing piece will pay off for you. As soon as your intended customer or client is distracted by lousy copy, not the most beautiful graphics, nor the most adorable logo, nor even the most mouth-watering, appetite-inducing photographs will abate that distraction. You?ve lost them!

Consider the following:

• Writing and speaking are two distinctive activities! Your copy should not be filled with colloquialisms or dronish hyperbole. (Look it up!) It should be clear, concise, even clever, but not written as though you?re talking to your college roommate or your high school speech class. (Unless you are marketing to your college roommate and your high school speech class.)
• You can?t fake it. Sure, you can toss about words like, ?antidisestablishmentarianism,? but if you don?t follow basic writing imperatives, you won?t appear intelligent no matter what words you choose.
• Editing and proofing are just as important as writing.
• Do not, not, NOT rely on Microsoft Word or any other word processing program to correct misspellings and grammar mistakes. Programmers are very, very smart people, but they are not writers!
• Look around; there is a substantial (and shameful) amount of very poor copy out there! Everywhere. Make sure your marketing dazzles!
• Appropriate, well-written copy is not a luxury; it is a foundation upon which the rest of your marketing materials should be built.

www.mcshome.com

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Source: http://noozop.com/2012/03/10/writing-is-so-important/

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