text correctlyEditing & brand communication
Good texts don’t want to sell anything.
They convince, speak, make you curious.
When creating a text, it is not only the medium but also the customer group that is crucial. Because the goals that a brand pursues are always reflected in the language with which it appeals to your prospects, potential buyers and customers.
A blunt expression is inappropriate for customers of a premium provider, but appeals to those interested in a “hip” brand.
Text professionals with experience
We find the right word and the right tonality. More than 20 years of experience in journalism, editing and marketing for automotive, lifestyle and real estate help us to prepare topics – even explanation-intensive – in a comprehensible and interesting way. This applies to short information texts as well as to intensive reports, press texts, employee information or mailings.
6-point checklist for a good text
Texts must be relevant, accurate, exciting, correct and easy to read. On- and offline.
They get to the point and don’t walk around the hot porridge for long. A text is relevant when it addresses questions, topics and problems of the target group and offers solutions at best. Customer benefits and added value are the focus.
In this case, correct means:
- The more orthographic errors a text has, the more implausible the sender appears.
- A good customer relationship is based on trust. The customer must be able to rely on the fact that the information in the text is thoroughly researched and is true.
Skewed images, oblique comparisons, false promises – mortal sins when texting. Good texts are apt, which means they are clear, dispense with words and pass the blablameter test. Here you can test your texts directly for too much hot air: www.blablameter.de
Clear and simple
Technical terms, intricate sentence construction, nominal style and box sets: this leads every reader to despair.
The magic formula is: the simpler, the better; the more concrete, the more comprehensible.
The same applies to unnecessary anglicisms. The emphasis is unnecessary.
Of course, no one will write from a screen copy today if someone has taken a screenshot.
But everything that is considered as a so-called “hippe” language or even a mix of German and English has lost nothing in texts. The only exception is if it belongs to the company’s wording.
What is the use of the best text if it does not delight the reader? There is no second chance for the first impression. Therefore, the headline and introduction must already be convincing. This is the only way the customer becomes curious and reads what you have to offer.
A good text is like a music composition. Although the notes have been used countless times, artists always create new works from them: from simple songs to sophisticated opera.
This is also the case with texting. Professionals create new, unique texts from wordsthat have been used countless times: from the small teaser to the exciting reportage.
Copy and paste from other sites, blogs or text sources are not only unfine. Google detects lazy people and punishes pages accordingly. Apart from that, the reader also feels when clawed passages are presented to him.