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Henry Stimpson’s PR and Marketing Tips
May 2003

Only Words

“It's only words, and words are all I have to take your heart away” the Bee Gees sang in their 1960s hit, “Words.”

Words are among your biggest weapons to win the hearts and minds of your clients and would-be clients. Big companies spend fortunes to come up with a memorable slogan that captures their brand position.

But many marketers aren’t watching their words so carefully. Consider the news releases, brochures, newsletters and Web sites that you see every day.

High-tech companies are often the worst offenders against the English language. In their effort to convince you that their hardware or software is truly the greatest and latest state-of-the-art, they often fill their news releases and other materials with so many buzz words strung together in long phrases and sentences you’re left scratching your head.

But you can find the same egregious babble produced by firms in every business. Establishing a brand position is vital, but it should never come at the expense of clarity.

When reviewing any kind of copy, make sure your words communicate clearly and compellingly. Any educated adult should be able to read your materials and easily understand what you’re saying.

copyright Stimpson Communications


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