Words That Sell for PR and Marketing Communications
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Words have power. The right words can generate faster responses from journalists, improve job performance and leadership skills, and even move a nation. Here are some examples to take your writing skills to the next level.
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Words That Sell for PR and Marketing Communications
- 1. Words That Sell Solomon Turner Public Relations
- 3. Get Them to Take Action
- 4. Good Writing Helps… • Generate faster responses from journalists. • Improve relationships with the C-Suite. • Improve relationships with employees/staff. • Improve Job Performance. • Improve Leadership Skills. • Persuade, Change, Move A Nation.
- 5. “We shall not fail or falter. We shall not weaken or tire. Neither the sudden shock of battle nor the long-drawn trials of vigilance and exertion will wear us down. Give us the tools and we will finish the job.”
- 6. Good Writing From A PR Perspective… • Builds Better Brand Awareness. • Improves Communications During A Crisis. • Improves Strategic Messaging. • Builds Credibility. • Changes Opinions. • Builds Better Content/Sales Tools. • Drives More Traffic To Website.
- 7. Use Short, Concise Sentences • Get to the point. • Use as few as words as possible. • Think sentences not paragraphs. • Use bullet points as necessary. • Whitespace is OK. • Stay away from too much techno-babble.
- 8. Why Is This Important? • Journalists pressed for time. • TV editors need less words than print. • 100s of emails coming in daily. • Your clients are pressed for time. • Your bosses are pressed for time as well.
- 9. Use Active Rather Than Passive Voice • Writing in the active voice means constructing sentences where the subject “acts”: • I threw the ball. • You are making too much noise. • Ben will eat popcorn and watch a movie tomorrow evening. • In each of these sentences, the subject (I, You and Ben respectively) performs the action of the verb (threw, making, will watch). The sentences are punchy, direct and make it clear who’s doing what.
- 10. Passive Voice Can Be Boring • Writing in the passive voice means constructing sentences where the subject is “passive” – acted upon, rather than agents of action. For PR purposes this can create an undesired effect: sentences often become confusing or simply dull. • The ball was thrown by me. • Too much noise is being made by you. • Tomorrow evening, popcorn will be eaten and a movie will be watched by Ben.
- 11. Sentences in the active voice have energy and directness, both of which will engage your reader to read on. Sentences written in the active voice are also less wordy than those in the passive voice – and cutting unnecessary words always improves a piece of writing, whether it’s a press release, a blog or a whitepaper.
- 12. Example-Active Voice The Widget Company announces a 30 per cent increase in sales for 2017. The Board made the announcement today at its annual shareholders meeting in Denver, CO.
- 13. Example-Passive Voice In an announcement today from The Widget Company it was released that a 30 per cent increase in sales occurred during 2017. This announcement of the increase was made by the Board of Directors at its annual shareholders meeting which took place in Denver, CO.
- 14. Example-Active Voice Roberts Shoes, the leading seller of top named brand shoes for the entire family, announces the opening of its third location in the St. Louis area. The new store is located at 5700 S. Lindbergh Blvd. Bill Roberts, President, said the great number of customers in the South County area prompted the expansion.
- 15. Example-Passive Voice The opening of a new store was today announced by Robert Shoes. The new store is the third St. Louis area location for the company. The store location is at 5700 S. Lindbergh Blvd. The location will house Roberts full line of top named brand shoes for the entire family. The new location was needed, According to Bill Roberts, President, due to the company’s large number of customers in the South County area.
- 16. For Added Spice Use Active, Descriptive Words Like A Good Football Radio Broadcaster
- 17. To Become A Better Writer… • Write Blogs • Write A Journal • Write Articles • Read
- 19. Good Writing Helps… • Generate faster responses from journalists. • Improve relationships with the C-Suite. • Improve relationships with employees/staff. • Improve Job Performance. • Improve Leadership Skills. • Persuade, Change, Move A Nation.