Promotional Writing

Creating Impact

In order to leave an impression on a reader, it is important to use language that creates impact. Here are a few tips for writing with clarity and force.

1. Use plain language.

Some writers think that using “big” or “sophisticated” words strengthens their writing. In fact, the opposite is true. Using simple and direct language doesn’t leave any room in the readers mind for interpretation.

compare:

We possess the necessary resources to handle all of your maintenance needs.

We have the necessary resources to handle all of your maintenance needs.

2. Use simple sentences with active verbs.

Writing for business is usually about getting to the point. Simple, easy to read sentences deliver the point quickly and clearly.

compare:

wordy:
We experienced a quick recovery in sales this year.

simple:
Sales recovered quickly this year.

passive:
Over five hundred companies were served last year.

active:
We served over five hundred companies last year.

Being Precise And Positive

In order to leave an impression on a reader, it is important to use language that creates impact. Here are a few tips for writing with clarity and force.

1. Avoid using really and very.

Really and very add nothing to the meaning of a sentence. Instead, use concrete language to make your point.

compare:

We have become very successful in the travel industry.

We have become the third largest travel broker in the U.K.

compare:

We possess the necessary resources to handle all of your maintenance needs.

We have the necessary resources to handle all of your maintenance needs.

2. Choose words that turn negatives into positives.

You don’t have to omit or lie about things that some people may consider negative. Use vocabulary that projects a positive image. Here are some examples:

Don’t use the word old to describe your company. Instead, try:

genuine
the real thing
true
the original

Example:
We are the original import grocer for the Seattle area.

If your company is new and your products or services are not well-known, try:

innovative
fresh
bold
revolutionary

Example:
We bring a fresh approach to staffing.

Use the following words to describe staff that may be new or inexperienced:

talented
qualified
capable
imaginative
skilled

Example:
Our qualified technicians use the latest technology.

If your company is small but you offer a broad range of products or services, try the following words to suggest size:

sizable
a host of
a wealth of
substantial
multiple

Example:
We offer a substantial range of heavy machinery for any construction project.


Next: Tone