The creative work of a talented designer will catch the eyes of your audience, and a well-written message will keep their attention – and gain trust. So, our marketing advice is to keep it simple. Here are some specifics:
- Use patient-friendly language. The required reading level should be eighth grade or lower. “People don’t have time to decipher your messages, especially when there’s someone offering an easier option” (financialbrand.com). Avoid abbreviations, acronyms and jargon. If patients are your audience, don’t use words only doctors understand.
- Get to the point. Long introductions and explanations take too long to read and make readers wonder what you’re trying to say. So, remove the fluff. “Poor writing, long sentences, passive tone, complex terms and more undermine trust” (financialbrand.com).
- Stay informal. To sound friendly, choose words you’d use with a friend. It’s possible to do that and still be professional. Too many fancy words can create awkward sentences that are hard to read.
- Be clear. It should be obvious what you’re promoting. A new service or care provider? An alternative location? Say so. Readers shouldn’t have to wonder why you’re sending them something.
If you’d like help crafting your marketing message, the image.works copywriters are here for you. We’ve been doing this for more than 20 years, and we know what works. Contact an account executive today to get started.