The words you choose in your industrial content writing to explain who you are, what you do, and why it should matter to engage with you should be thoughtfully architected to meet your audience where they are at.
Oftentimes, industrial messaging makes complete sense to an internal team but when pushed out to an external demographic, can fall flat. Willy-nilly messaging doesn’t connect the dots for people and any messaging MUST create connection.
Strategic, purposeful and consistent industrial content writing throughout your marketing mix, both B2B and B2C, is vital to getting your company story and differentiation out into the world. Writing in a way that will resonate with your market demographic to create curiosity and generate engagement with your company is the primary goal.
Website copy, email campaigns, blog posts and marketing collateral can all be lead generators if created with due diligence and with an eye towards thoughtful positioning.
First Impressions Are Everything
Before a potential customer makes a purchase or buys a service most look a company up online. So first impressions do count, and it isn’t just about how you look. Copy weighs in equally during these make-or-break moments.
So how does your company sound? Is its voice and story clear and understandable? Is it conversational and succinct enough to appeal to a skim and scan reader? Does it drive action without coming across as salesy?
Part Art and Part Science
Effective and remarkable industrial content writing is part art and part science. It’s an art because crafting and blending words together well does require a particular aptitude. To be creative with words, knowing how to shift and morph their order to create a cadence that is persuasive or compelling (or both) takes dedication and a significant amount of effort and patience.
Industrial content writing is also very much a science because the innate nature of storytelling, no matter what you are selling, exists in a world of trial and error, success or failure.
All Companies Have a Story
When it comes to crafting messaging for your organization, it is paramount to tell a story and share what is unique and different about whatever it is you are selling. There are so many things vying for our attention in our tech heavy 24/7 world that you need to be able to succinctly capture the essence that is your brand identity and its point of view. You want it to demand further conversation or investigation. If you don’t master that, you have lost customers right out of the gate.
Too many brands don’t place an important emphasis on the words that they choose to represent them. They view them as cosmetic and focus most of their efforts on visual appeal.
Your copy has to sizzle without leaning on superlatives or being too gimmicky. The industrial content writing you utilize needs to draw people in, change perception, resolve objection, evoke or provoke into action.
You need to make your audience desire to learn more by triggering just the right reaction. Sounds like a lot to ask but it is the reality of today’s marketplace. In a nutshell, when generating text/copy you have to form a complete puzzle for your reader, with the words being the pieces.
Be strategic with every sentence or chosen word/phrase that you land on because they really are precious real estate. There is no time to lose customers because of dull, inconsistent or random messaging. You have to immerse your prospect or customer in discovery or engagement or hit a pain point or two from the get-go.
Industrial Messaging Needs to Hit A Bulls-Eye
Words are your brand and company messengers. Your content needs to feel organic and authentic in order for it to make your brand shine and grow. Does your brand’s writing convey value, encourage connections and result in people saying “I’m in”? Ask a few people you know for their feedback.
Take a moment to read some of your company’s website, brochure or catalog copy out loud to see if it packs a punch and says all the things you want it to. If it doesn’t, consider that the right words drive the right numbers. Aviate Creative’s industrial specific copywriters can help you get your company’s messaging hitting a bulls-eye, it is one of our many capabilities.
