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A phrase that fills me with horror!

In my time in marketing I’ve worked with many businesses that didn’t fully appreciate the importance of the “words”, being more preoccupied with getting the creative just right, or too distracted by an impending deadline. The truth is that even the best, most original creative in the world will not be effective without the right words to go with it.

As consumers, visuals catch our eye and draw us in, but it’s the words that often create the connection and response that follows. It’s not just small businesses that make this common mistake either, I see big brands doing it too – investing in big budget TV adverts and printed materials filled with terrible content – absolutely criminal!

Finding the right words is often not given the time and priority it deserves, but not because people don’t care, it’s simply that they haven’t experienced just how much difference the right content can make. This is one of the reasons I want to shout more about what I do, yes of course I’m a business and have to make a living, but I’m also really passionate about showing business owners how words can really transform their customer engagement and response.

One of the most satisfying parts of my job is hearing a client say they’ve never seen their product or service described that way before, or that they’ve had a great response to something I’ve written for them. This is what great content is all about.

So in short, my message here is, let’s show the words some respect, let’s give them the appreciation they deserve – the unsung heroes of many a creative project.