What your web content says about how you see your readers

Posted on August 20, 2012


It’s often said that adverts tell the public a lot about what a company thinks of them. Adverts generate thousands of complaints each year from people who feel offended, and a badly-targeted advertising campaign can lose customers. Many adverts are guilty of stereotyping people or giving the impression that customers need to be patronised.

Content writing is a form of advertising, so it’s important to get the right message across about how you view your readers.

Humorous content can work very well in blogs or in specific campaigns, but this type of content needs to be targeted very carefully. Off-the-wall or risqué humour should only ever be attempted if you know your audience will appreciate this. Many companies aim for a gentler, light-hearted kind of humour.

Jargon or overly complex writing can put readers off. When it comes to online writing, writing in a straightforward way isn’t the same as dumbing down, and shouldn’t offend your customers. Generally speaking, web content should get its message across with a minimum of fuss. This tells your customers that you realise they have busy lives and that you know how to communicate the important points.

Badly-written content, on the other hand, sends out all the wrong signals about how you view your customers. If your content is careless, repetitive or unoriginal, you’re saying that you don’t expect it to be read or that you don’t value your readers. Many businesses use article writing services to ensure that their content meets professional standards.

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