The voice a business uses in its writing says a lot about both the company and its customers.
Just as you typically wouldn't yell in a business meeting or talk politics during Thanksgiving, you shouldn't let the characteristics of your content stray from the spirit of your company. This is why both marketing writers and journalists must take the time to understand not just what they are talking about, but who they are speaking to/for.
A caring nursing home hoping to engage patients who need support would likely choose an amiable, compassionate tone. Strong, confident language would suit a serious law firm looking for respected clients. The website of a fun party supply store would probably want to attempt to match the liveliness of kids filled with the endless sugar and fun of birthday cake.
Whatever voice makes sense for you, keep in mind that it's all a part of your unique style.
Most customers need a product description that's short and sweet and shares the key points quickly and effortlessly. But what about the consumers who do want to sift through the data so they can find exactly what they need to know to make an informed decision?
Balance is surprisingly important when talking about a product or service. If too much content is available, it's overwhelming and frustrating to sort through. If too little content is available, it looks sparse and could indicate that you may have something to hide.
Handling this problem means breaking things down - bullet points, headings, pages, and section dividers are your best friend. If people naturally skim, help them by using titles that clearly indicate the subject, and divide the writing into questions people would likely have. If people want to know specifics about what locations you serve, create a specific page for that. Consider your clientele and work with their needs.
Think carefully about the voice you use, too.
It's easy to love your product as the salesman - you know the benefits! But what would you want to know as a skeptical consumer?
A key element of marketing is knowing your audience. Content should be tailored to your unique customers as well as to your one-of-a-kind business.
Who's looking for your product? Is it a senior citizen in need of a higher-powered flu vaccination? Is it a businesswoman on the go in need of a time management app? Is it a town council in need of a building restoration company?
Put yourself in the position of your buyer and think about what should be front and center.
And, think about how you want to describe your product so it appeals exactly to your niche.
Anyone who's watched a realty show knows that "cozy" and "small" can mean the same thing, but if you look in a thesaurus you won't find them as synonyms.
Connotation is the difference between "vintage" and "dated", "rustic" and "primitive", "luxurious" and "costly"; it's essentially the human element that the dictionary can't define. Two words may seem the same on paper but two people may interpret them very differently depending on trends, usage, culture, and other similar factors.
This means that connotation is a very powerful tool in the hands of a writer, especially when it comes to adjectives for marketing work. You'd probably rather describe your offers as "exciting" than as "flashy" or "hectic", and a good copywriter should know that instinctively and use it to your best advantage.
Knowing your audience can play a major role in the effective use of words, and that's where perspective comes in.