ARE YOU BEING TOO FAMILIAR?
The style you adopt in your writing should reflect your target audience. For instance, some high-powered businesses prefer a very formal, factual style of writing. Others like to more informal (addressing the reader as ‘you’, for example).
Recently, some large corporates have moved over to an even more relaxed, conversational style of writing. For instance, the success of ‘Innocence’ smoothies could at least be partly (if not mainly) attributed to the very friendly and informal text on their products. Other companies are now following suit, even moving from the ‘Dear Mrs Bloggs’ letters to ‘Hi Jenny’.
This informal approach can be very effective, making your company seem more approachable. However, other customers may feel that a more formal approach denotes more respect.
Puttin’ on the style
There is a place for all of these styles: just make sure that you know which one is most likely to appeal to your existing and potential customers. If you adopt a more colloquial style, you can break some of the rules of grammar without seeming unprofessional – but be careful of going too far. Some older customers, in particular, are likely to object to being addressed as ‘Fred’ or ‘Gladys’ (especially if that’s not their names – but that’s another story!)
Happy writing!
Phil
Freelance copywriter
Web: http://www.phila
Email: info@phila.co.uk
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