Aaron Orendorff’s wrote an interesting article about the new book of Joe Pulizzi and Robert Rose Killing Marketing: How Innovative Businesses Are Turning Marketing Cost into Profit. Aaron Orendorff is the founder of iconiContent and a regular contributor at Entrepreneur, Lifehacker, Fast Company, Business Insider and more.
Why it is important to publish an impeccable text
We publish texts on several websites worldwide. Among this are materials brought by clients. Meanwhile, you can often come across texts of poor quality and we are going to tell you why it will do much harm to your PR campaign.
Why it is important that the text is competent
The texts on the website, in news, in the program interface are read by people who have already become clients of the company or potential clients. However, If the company works on the internet, the text is often the only opportunity to get out the message to the audience. The language is an important business tool. The reader is not a fool: feeling that the author did not pay due attention to the material, he or she will not read the article to the end. There will be no sales, and the effect of the text will be at a zero point.
In texts, the brand presents itself as an expert, who is successful in a certain field. The potential clients will not trust those who are not able to write two words without mistakes. They will have a feeling that business is done by repeaters, who will not be embarrassed about deceiving them.
The reader does not trust illiterate texts
After reading any text, the readers must take out some idea for themselves. In the ideal world it could be "I need to buy this piece", but the human brain is constructed in a different way. The reader needs to be led by a hand on a chain of thoughts: "Some company unknown to me changed a logo, but they tell how to save on taxes, I will go and read more about them".
If the text isn’t profitable for the readers, they will not read it.
Why the superficial text will not bring benefits
It is possible to attract the reader with a catchy heading, but a glance at the text gives away its uselessness. The person leaves the page, without becoming engrossed in achievements of the "dynamically developing company".
The reader did not benefit → did not remember the company → did not buy.
Why cheap texts will cost much
Let's take a look this two instances;
John Smith ordered an article for 5 dollars from a freelancer and brought it to us to publish on several news websites of the region. Our publishing editor corrected mistakes, typos, dead links, but did not rewrite the contents. The text went to publication.
One website takes materials of any quality: with typographical errors, mistakes, silly, empty, uninteresting sentences. The editors received money and did not think of the reputation of John Smith’s brand. The text was published in the "garbage" section, which it was not visible on the main page.
Another platform, more conscientious, returned the text on completion with a mark "The subject is opened not completely, the material is not interesting to our readers". The author of the text—the inexpensive copywriter—made the minimum changes, because he had already received money for the work and did not want to fiddle with it. The text initially had no advantages, and it did not appear after changes, but the platform accepted the material.
The results of the two publications are identical: the cheap text did not give the reader useful information and did not fulfill its internal purpose—to sell. John Smith did not receive new customers after the publication. He decided that he had made a wrong platform choice. He bought 10 more releases of the same text, but there was no effect anyway.
In this case, the expenses are incurred by both the customer, and the platform on which the material was put: Google learned to recognize low-quality texts and lowered the website in search results ranking.
In another case: Bill Williams ordered a text from a good author. Filled a brief, mentioned important nuances. The copywriter spent two days for material, penetrated into a subject and wrote an interesting analytical article. One news website was chosen for the publication, and the text passed moderation without any issues. The information excited readers: the link to the article spread on social networks, the newsmaker was picked up by other mass media. Bill Williams received ten exits at the price of one and increased the audience coverage by fifty times.
What is necessary for the text except for literacy and utility
The keys to a good text are simplicity and brevity. It must be clear to the reader, easy for perception, and properly structured. High-quality illustrations, typography, beautiful imposition will help the reader to relax when reading and penetrate into an essence of what was written, without being distracted by unusual spaces and mistakes.
The unusual cuttings, abbreviations, and spelling slow down the perception. Instead of looking through the text easily and snatching out an essence, the reader has to stumble and penetrate into the text.
Writing competently is key, it is important to consider the interests of your target audience, look at the text from the reader’s point of view. Hence, the publications will bring you an expected result.