Best Practice Marketing

Description: Words have positive influence in readers when they are used in the right way.

Example: Our constant delivery of high quality throughout the years has made us leaders in the keyword market. Read the comments of our customers here.

Example on the opposite: We offer the best quality keyword reports in the market place, our high quality products give only superior quality shows. Customers all over the country prefer us for our quality! Consult our long history of quality delivery here.

Explanation: The way you use words in your text, has its own impact on your readers. A good text uses words because their meaning and function represent the information that needs to be delivered.

This kind of texts makes a good first impression, they are enjoyable to read and allow the reader to find information easily.

Your web site customers will appreciate the clever use of the language and that you make their search pleasant and productive. On the other hand, texts that misuse specific words and terms, be it by repetition (ex. quality), misunderstanding of their meaning (ex. shows as opposed to performances, marketplace as opposed to market), exaggeration, etc., have the opposite effect.

Readers and potential customers are discouraged by their poor quality and this is reflected on the image of the company and its products.

How to control yourself and others: Revise your web site text trying to find words that play an important role in the message you want to communicate. Put them in a list of “words that may be repeated more than others”.

Read the text out loud and notice if these words are being used to give the right meaning and without repeating them by accident. What stays in your mind after reading: The actual words or the concept they represent? If the words are clearer in your mind than the message you wanted to communicate, try cutting down on some of them.

Does it make your massage clearer now? Are there any other expressions/words that appear too often in the text? Keep working on it until you are satisfied. You can also ask for the opinion of others, people outside the project can offer objective and creative advice.

How to practice: Read other web sites of your category. Underline their important words and notice how often they appear compared to your text. Is their message clear and inviting? Or, do you think you could modify their text and improve it? Do you think you can use the web site as a good writing example or the opposite?