It’s so easy to create content to market your company – and that’s the danger
Back in the day – you know, before social media, before blogging, even before websites – if you wanted to publicise your company, you had to get someone else to do it for you.
If you were big, you paid for a TV ad. If you were small, you got a local agency to knock up a half-page for the parish magazine.
What you couldn’t do was just go onto Facebook or LinkedIn or your own website, and write some stuff that you thought your prospects would be impressed by.
And perhaps that made the past a less risky place.
You see, in relying on someone else to play their part in getting the word out, you bought yourself a bit of built-in quality control.
Any marketing bod, however humble, would do the due diligence about your brand, about your marketplace and about your messages. So what you got was publicity that was likely to enhance your standing, rather than dilute your brand.
When we take our company’s marketing into our own enthusiastic but perhaps less than expert hands, we run the risk of sending out messages that are less than completely thought-through.
Today, when we are constantly bombarded with marketing messages of all types from all directions, it is more important than ever to ensure that ours firstly stand out, secondly are faithful to our brand, and thirdly positively affect our business.
The present pandemic sharpens the focus on this even further. It is a time of great sensitivity – one that adds a fourth criterion. The tone has to be right.
At the moment, it is all too easy to come across as crass, as too salesy, as holier than thou, or as seeking to capitalise on the crisis. In the wrong hands, the tone of our Covid-era marketing can do us no favours whatsoever.
So, now or in the ‘new normal’ future, if you would like to harness the skills of a professional marketing copywriter to make sure that the words that your company uses really work best for you – that they’re noticed, that they’re appropriate in brand and tone, and that they really deliver business benefit – do give us a call.
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