Don’t you love this sign? It takes the phrase “Haters gonna hate,” which means people will always do what they do best, and brings it to a whole new level.
Of course potatoes are going to “potate,” waiters are going to “wait” and alligators are going to “alligate!”
But, when we use the written word to reach our audience, we need to remember there is no need to state the obvious. Business copy, whether it is in the form of a blog post, marketing brochure or a press release, needs to take the audience into consideration and give readers some credit.
A well-written piece of copy shouldn’t assume the audience doesn’t know anything. Sure, it should fill the reader in on the information he needs and introduce him to industry specifics, but it shouldn’t talk down to him.
People are intelligent, and when you treat them that way, they are more likely to take your call to action seriously, and become customers or supporters of your cause.
So how do you find that fine line between talking down to an audience and providing readers with enough information to act upon your call to action? You decide who your audience is, and then decide what they do know and what they don’t know. Leave what they do know out of your copy (or provide a quick reminder) and find a tactful, informative way to tell them what they don’t know.
It’s vital that your organization’s copy is well written and that it takes your audience into consideration. Not giving enough information, and appearing condescending to your audience are two things that will hinder your overall business plan.