It is surprising how many marketing collaterals and advertisements don’t speak the correct language of the brand they are representing. Sometimes you will see an advertisement, which has imagery aimed at a particular audience; however the wording does not complement the artwork. Unfortunately there are a lot of businesses that put more emphasis on the creative and the distribution method rather than on professionally written content to complement their advertising.

Poorly written headlines used in advertisements can have disastrous effects on the success of an advertising campaign. Content, which does not evoke an emotion has minimal chances of attracting a wider audience.

Even if the content includes all the factual data on the product or service it is selling, people will be less inclined to relate to the advertisement.

Be sure to know and understand your audience. Make them feel comfortable in knowing you understand their requirements. Write your content in a way your audience will understand. This will reassure them of your understanding of their needs. It is extremely important to get this right as you really only have one shot at doing so. If you show discrepancies in your tone and manner across your marketing or advertising collaterals you will confuse your audience and leave them feeling a lack of confidence with your products and services.

These days we are bombarded with content, whether it be through online advertising, emails, billboards or magazines. However, how many advertisements actually get our attention? The ones that make us laugh or cry are the ones that hit home with us and evoke an emotion.

At the service station you will notice a wide variety of celebrity magazines. There are heaps to choose from yet what makes us purchase one in particular? Are we loyal to a selected brand? No we are not, commonly we pick up the one, which has a headline on the cover, which is either shocking or leaves us wanting to find out more. It is very important to relate this to your own business and implement content in your advertising that constantly evokes emotions. Your customers will remember an emotion evoking campaign than simply a campaign, which only states facts.

Having professionally written content is not expensive to produce. In most cases it is far less expensive than good creative, so it is important to put more emphasis on establishing a well-written campaign and then work the creative around the content.

Nowadays website search engines put a big focus on what they call good content within websites. This means websites that easily explain the products or services they are selling have a greater chance of being closer to the top of the search pages. Search engines like Google will reward websites for their well-written and relevant content hence pushing them higher in search engine rankings. This provides businesses with opportunities to compete on a level playing field. Well written content formulate the basis for Search Engine Optimisation, which enables your website to be easily found amongst your competitors.