The saying “a picture is worth a thousand words” can also relate to your writing, with the right choice of words you can turn a simple sentence into a chapter of information.
One of the biggest hurdles when writing for marketing is that we are trained to write “smart”, by this I mean coming up with writing that demonstrates our full use of the English language.
In English classes starting in high school, we are taught to expand our vocabulary and expose the use of it. Take the last sentence, for example, it could just as easily have been written: “In English classes starting in high school, we are taught to use lots of words and explain in detail what is going on.” Both have the same meaning, but each carries a different weight to readers. The first version is fine for something like a blog, but in marketing you need to attract as many different styles of readers as possible.
When writing for marketing purposes, the key is not to appear smart and powerful, but to appeal to everyone who reads or listens to your copy. There is a popular game show right now called “Are You Smarter Than A Fifth Grader?”. A game show where he combines his intelligence with what an average fifth grader currently knows and is learning. Fifth grade was chosen because this is the point just before the transition from learning the “basics” to where students are introduced to a greater understanding of the information.
This is where you should target your material: the fifth grade level. While you were in school, you were always being judged on what reading level you were at: he reads at a 4th grade level, she reads at a 5th grade level, etc. His readers are no different, everyone reads at a different level and aiming for a lower reading level will ensure that he will appeal to ALL readers.
The fifth grade level is where students begin to understand more about how words can paint a picture. Instead of “the tree had many colorful leaves”, they now said “the tree was brimming with the fiery warmth of the colors of the sun: red, orange and yellow sprouted”. This is exactly where you should take your marketing material. Paint a picture for your reader; Lead them to what you want them to know by getting into their minds and painting pictures in their brains. Think of your writing as “graffiti for the mind.”
By painting with words instead of dazzling with glitter, you’ll attract a much larger audience, enhance your message, and add more to your bottom line. Create words that glide down a mountain like a bright red sleigh sifting through fresh snow at breathtaking speed – words that can be understood and “seen/scenes”.