The Language of Promotion – Promoting Something; Anythingsubmitted on 9 December 2014
Your promotion can announce a new product, introduce clients to a recently hired corporate representative, or promote a special event. But how do you actually promote something? What language do you use? What medium do you use?
In this piece were going to look at the language of promotion. We are going to look at what you can say in your brochures, your flyers, and your leaflets in order to be more persuasive in your message.
Get your tone and style right
Steve, (of printprint.co.uk) says. “When writing a promotion, no matter the topic, it’s important to use the right tone and style. Coming across too stuffy or too familiar can turn the reader off and achieve the opposite result than you are going for. It may be that you are promoting a hip event, and you need to be quite colloquial in your language. It is important to think about the targets so that you can speak directly to them.”
Think about your voice and the medium
If you ensure you keep your voice in an active voice instead of passive voice. He also think need to think about the medium that you are writing through. If you’re writing a press release. It also be written in the third-person and shouldn’t address a reader directly. When creating your press release, you should also avoid being too wordy; fluff or filler content will take away from the main point of the release and will cause a reader to lose interest. Overall, you want your release to be about one page long.
Keep in mind that, at times, press releases may be used by media outlets with minimal modification and for this reason you’ll want it to sound professional.
Words to include words and words to avoid
Once you get the proper tone in your promotion you should evaluate the language you used in it, mainly your word choices. You want to keep your communication as precise as possible and limit wordiness whenever you can, but word choice goes beyond limiting the quantity of words you use, it has to do with the specific types of words you use.
You are an expert in your chosen field, that’s why you are promoting something in it, but the reader of your content isn’t going to have that same knowledge. For this reason it’s important to make sure that you steer clear of industry slang and jargon, unless you’re using it for a particular reason. Jargon and corporate-speak is an easy way to alienate a reader because they’re not familiar with the phrases or words you’ve used. Using such words and phrases may confuse a reader and immediately turn off.
The same goes for tech-talk. If you’re discussing a technical issue for the scientific field, or something similar, you’ll want to use simple language to describe difficult concepts, this will engage your reader and show that you know how to talk to a broad audience. It will also make the reader feel comfortable with your company as a whole rather than feeling intimidated. It is even possible to alienate possible readers by using hip and cool jargon to promote a music event. True, you might appeal to the diehard fans by using certain language and graphics, but isn’t it better if your events to have wider appeal?
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