Smart Language Always Puts Your Audience First

Language can be beautiful, especially for the marketer. It can persuade, inspire, inform, illuminate, challenge, intrigue, motivate and stay in the audience’s mind well beyond the conclusion of a campaign, landing page, ad, or social post, if wielded with deftness.

It can also confound, confuse, dilute, disappoint, and frustrate — particularly when language gets in the way of information, intent, meaning, and clarity. And while there are a multitude of reasons this happens (there are, after all, somewhere between 6,500 -7,000 languages in the world and countless ways to use language), marketers should strive to use language in ways that give their audiences what they need. More...