POINTS OF VIEW
I think I’ve mentioned in an early blog that when you write an item of marketing collateral, it’s important to know your target audience. You also need to have a clear idea of who the article is being written by (from the reader’s perception).
You need to shape your words according to this viewpoint. For instance, the item that is needed could be:
1) Specifically about your company and its products/services. Usually, this is more powerful if it’s written in the third person, to give at least the impression of being a reasonably independent viewpoint. It won’t usually talk in terms of ‘us’ and ‘ours’ unless it’s clearly a promotional piece (or a case study or newsletter that you are sending to clients). If it’s written in the third person, it shouldn’t be by-lined by someone from your company!
2) A personal view of your company and its products from someone inside your company. This type of article can be written in the first person (by, say, the Managing Director). In some ways, it won’t be as powerful as an independent viewpoint as it will obviously be thought of as being biased.
3) A personal view of something that’s happening within the industry. This can again be written in the first person and can be very opinionated. Its aim is to establish the ‘writer’ as an industry expert on the topic in question. If you’re writing this (either as the expert or on their behalf), try to avoid making specific comments about other brands – especially unfavourable ones (unless you’re partial to lawsuits!)
Have a good week
Phil
Freelance copywriter
Web: http://www.phila
Email: info@phila.co.uk
Just passing by.Btw, you website have great content!
______________________________
Don’t pay for your electricity any longer…
Instead, the power company will pay YOU!
Comment by Mike — March 2, 2009 @ 7:29 pm |