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We might not be writing as many letters or buying as many physical books as we used to, but the written word has never been more important. Particularly when it comes to marketing for professional services firms.
Written communication is at the very core of today’s marketing mix. From social media to blogs, brochures to newsletters, it is words – and the way we use them – that are critical in attracting and engaging audiences.
For professional services firms, the focus on written communication is a massive opportunity. As a true ‘knowledge industry’, professional services lives and dies by its words – whether it is delivering advice and guidance to clients, attracting and retaining staff, or communicating its key messages to the market. These new channels open up new opportunities to engage with people. New ways to present the firm to clients, to explain your USPs to potential recruits, or to strengthen internal communication.
At the same time, however, the preponderance of digital channels means there is more market ‘noise’ to cut through. Audiences have so many channels to choose between, so much material to process, that you have to work harder to make yourself heard – which raises the bar in terms of both quality and effort.
Invest in copywriting that communicates effectively
Because we’re all bombarded with a barrage of marketing messages every day, we are much more aware of what works and what doesn’t; what rings true and what sounds like hollow promises. As a result, we are more discerning about which messages we engage with. And if the words we read and messages we understand don’t measure up, we tend not to take much notice.
As professional services marketers and copywriters, therefore, we can’t afford to waste a single word we write. Every web page, every newsletter, every brochure or partner profile influences your audiences’ perceptions.
Poor grammar, meandering sentences and jargon overload are obvious downfalls. But some things are not so easy to correct. A e-newsletter might be grammatically perfect, but if it is written in an amateur style or is too formal in tone, readers will soon find something more engaging to read. Equally, a web page might provide a word-perfect overview of your capital markets practice, but if the copywriting is too long-winded and complicated, no one is going to stick around long enough to find out.
That’s where professional copywriters can add real value, helping you make sure that the values and strengths of the firm are not just superficial embellishments to a brochure or homepage, but that they permeate down through every level of your marketing material.
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