Words have power. Correction: The right words have power. One word can change everything in a marketing ad. In Episode 39 of the Bright Planning Marketing Podcast, your hostess Catherine Campbell discusses the importance of choosing your words with precision to ensure that you’re capturing the true intent of your marketing message.

Remember that your copy writing represents your business. Write your content with an active voice rather than resorting to weak, passive language. In this show, we also talk about re-thinking and re-writing your content. We discuss the movement and musicality of language and how well-crafted slogans are more influential and more memorable. And when crafting your ads, think about what emotions you want to conjure within your audience.

Naturally, be careful about the usual grammatical pitfalls. And if you don’t fancy yourself a writer, then remember that a copy editor can be your secret weapon to give you an edge over your competition.

We would also recommend establishing a house style guide to clearly define the key words that you want to associate with your brand (and the words you wish to avoid). Beware of using tired buzz words that have oversaturated the marketplace. And we also caution you to be careful about the connotation and denotation of words.

In this episode, we also warn about describing your brand by comparing it to more prominent brands. We also advise you to make your copy as “you-centered” as possible, meaning, about the customer, not about your business.

In short, all words have meaning, so be certain that you’ve selected the right words to talk about your brand.

“I think that slogans are the icing on the cupcake of your brand.”

We love hearing your thoughts, reviews and more questions!


Have a question for Catherine? E-mail us! info@brightplanning.com. Thanks for listening!

More on copywriting and language:

Episode 17: Who’s Afraid Of A Little Copywriting? 
Episode 24: Email Copywriting Strategies From The Pros
Episode 9: How Today’s Language Will Affect The Future Of Your Business