PIN’s Senior Copywriter, Jeff Erbert, wrote about the importance of the written word and how language is the true foundation of captivating marketing.
Writing to Win
Today’s technology makes reaching your target demographic fast, accurate, and cost-effective.
One social media post, one display advert, one video can reach thousands of consumers in the time it takes you to jog around Washington Park. However, it’s all rendered useless unless you invest in captivating creative. That means refreshing the design on your digital assets, spending the money on professional photography and videography, and of course – the most overlooked affair – weaving carefully crafted ad copy throughout.
Of course, as a copywriter, I would make such an assertion but as we’ve heard over and over: words matter.
Think about it, language is something you use every day to communicate your ideas, your hopes, your anxieties, and your feelings toward others to others. You might even catch yourself thinking in words as you read this, and words might cause – or let’s say motivate – you to become successful.
After all, The Intelligent Investor wasn’t a picture book.
Should you need a more efficient way to express the same thought, the great Swiss linguist, Ferdinand de Sassure once said:
“Psychologically our thought-apart from its expression in words-is only a shapeless and indistinct mass.”
And I couldn’t agree more.
So in short, language is how we relate to the world and it’s necessary to augment your marketing efforts (e.g. your video content, your photos, etc.) with great writing that’s poignant enough to grab the attention of the reader, empathetic enough to create an emotional connection, and concise enough to effectively communicate why your brand is superior to your competition.
Only then, will you begin to harness the true power of digital marketing.