Writing for Publicity and Web Sites is different
Yes, this may seem obvious. Yet is it a common mistake all pr clients and writing professionals make. When you write a press release, or a web page the text should be written differently. After saying this, will you agree that writing for a brochure is also different than writing for a web site or web page?
Pr clients and professional agencies sometimes think writing is all the same and anyone can do it. Wrong! It takes a different style, and discipline of writing for brochures, ads, sales materials, press kits, articles and web pages, even blogs. Let me give you an example.
People who pick up a publication will probably read an entire article, especially if it is of interest. The same is true for a company brochure. When you open a web page about that same company, you will most likely pick up snippets of information, glance over images and subheads, just to get a brief understanding of the company.
That is why every word is important on a web site. Clients want to always “say” and "sell everything" on their site. "Tell the customer all they need to know", is what one client told me. Well, that won’t close the deal, nor get them interested in contacting you any further!
Always provide the reader the benefits of your product or service at the beginning of your text. Then move into how your company can improve or help them.
If you understand the habits of people when they use different materials to collect information, then you can become a better writer, and more than likely, you might just pick up another client.
- Knowing how to write for different media is critical
Learn the rules of writing for web sites