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We have no other choice but to live the branding -- show our conviction -- if we want to be successful. We show our conviction every day when we treat our customers with courtesy and respect. We have the opportunity to show it in every communication.
But, how do you improve this skill? Write often. If you want to be a better writer you need to practice every day.
Most likely you write something each day -- e-mails or faxes to potential customers, or quick notes to colleagues. You don't have to write promotional copy to practice the tips you've learned. Every audience you touch will be positively impacted by your convictions.
Practice writing right by:
- Reading others' works critically. You'll be amazed what you'll find -- and learn.
- Mentally edit everything you see. Billboards. Menus. Bank statements. Practice makes perfect.
- Analyze brochures and junk mail. How can you improve it? These pieces are free training ground for those who want to write right.
Just as your subtle branding message underscores every written communication, your consistent branding look-and-feel confirms what your customers already know: you and your company value relationships, and demonstrate that conviction with every detailed action taken.
The Right Words Mean Results
Sometimes it's not as easy to grasp how much consistency impacts good copy.
You'll achieve consistency when you use the right words. Using the right words to stay on-message will produce results-based communications that compel customers to take action.
Consistency subtly differentiates powerful writing from weak writing. Powerful writing is easy to read and understand -- powerful writing results in your requested action.
What does using the right words really have to do with consistency? Results.
If your customers are trying to figure out what you're saying, then you've wasted their time. Inconsistency muddles the message, leaving customers confused and annoyed.
Competition is fierce enough; you shouldn't be sending customers away because of a suspect message.
Spend some time mastering the six Cs: Clarity, Correct, Connection, Compelling, Conviction and Consistency.
You'll better serve your customers -- and your bottom line.
Source: Roger A. Shapiro is president/creative director at Mitchell Rose, LLC, A Communications Consultancy. He is the author of Write Right, 26 Tips to Improve Your Writing. Dramatically.
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