Do you focus on clarity? It’s essential when you’re writing anything.
However, it’s easy to miss or ignore. For the second time today, I’ve looked at content, and thought… huh? One company was a startup with a LinkedIn page; the other was an established brand.
I looked up the startup on Google because I couldn’t work out what they were selling. For the brand, I checked the rest of the site.
It’s easy to be unclear. Once I ran a site for a solid year, without clarifying its focus explicitly, that is: on the site itself. We make assumptions, based on what we know. Other people can be mystified. 🙂
All your copy, from taglines (slogans) to novels, must be written for results. You can’t get results if you confuse your audience.
Copywriter and marketing pro Angela Booth maintains a busy copywriting and ghostwriting practice. Fascinated by online marketing, she wrote one of the first business books for internet marketing, published by Allen & Unwin. She’s been an enthusiastic blogger since the late 1990s.