Words have the power to tell a narrative, evoke emotions, and create a difference in the world. They build connections, transcend time, and provide an outlet for information and sharing.
Although the format of written content has changed throughout history, the importance of it has not. While different forms of writing produce different results, ultimately, all pieces of written work share a common feature that’s central to their purpose—the intentionality behind them.
Take a message on an ancient scroll and an Instagram post, for example. What similarities do they share?
Are they written on the same platform? No.
Are they the same length? No.
Are they written in the same era? Nope.
Are they written for the same audience? No, not that either.
Clearly, on the surface, these two types of writing have no similarities. They were written at different times in history, exist in distinctive forms, and the authors had presumably two contradictory purposes for writing them. However, one fundamental similarity ties them together: they were written with intentionality—the intent? To get a message out.
People write for a variety of reasons, but everyone writes to share a message.
Scribes wrote to preserve history
Authors write to tell stories
Journalists write to cover news
People write on social media to well, be social
Writers want to connect and engage with their readers, so they compose their messages with a desire to produce a reaction, some sort of response.
Take a restaurant menu for example.
At first glance, its writing seems pretty straightforward. It's a list of options, with essential information like nutritional details and prices. But have you ever considered why the menu content is organized the way it is? The information included on a menu may be simple, yet it's intentional. It's there to assist in guiding your decision and steering your response.
Last week's blog introduced the marketing menu, a list with several options that make even The Cheesecake Factory's selection size appear meager. When you encounter the full service of marketing channels and initiatives available to you, it can feel intimidating. However, with the basic understanding of the ideas informing your choices and the goals you want to reach, making a selection becomes a whole lot easier. Once you have those set, you're able to narrow down your options and order the marketing strategies you want to implement.
The same rule applies when we develop our content used to fill our marketing plates. We would even say this edict carries even greater weight. Due to the punch that words hold, they should be carefully thought through when utilized in any marketing effort. There is power in the words we use. If we can get our intended listeners to stop and actually hear, our message can leave a mark that remains for a lifetime.
Marketers should always write, aiming for purposeful impact. The message behind every article, blog, email, and flier are meant to leave a lasting impression on our human customer. No matter if it's a few sentences on social media, a published blog, or an ad, you should always identify the intent behind your writing and the "who" behind your readers. That defined purpose and audience has everything to do with how your words will be formed and why.
Marketers who write without a purpose produce background noise, while marketers who write with reason create effects. Which will you be? A noisemaker or a power producer?
Visit our writing portfolio to see how we write from the heart and approach every piece with the intent to ensure readers embrace for impact.