How many times have you picked up a brochure or looked at a website representing an A/E/C firm and encountered utterly meaningless marketing-speak? One often gets the sense that a majority of marketing copy is generated automatically by a software program that allows companies to insert their name, location and project list.
Why does this happen? And what is perhaps more important, what can we do about it?
Defining the Target
The competitive demands firms face today often create a sense of panic. The foundation that stablizes your marketing programs gets shaken. Sometimes the most basic elements of successful communication lose sway to goals that appear more timely, strategic, efficient or even more important than good writing.
I’m here to tell you otherwise.<
One trait common among all successful A/E/C firms is high quality writing. But quality goes beyond sound grammar and proper syntax. It finds that elusive attribute often referred to as "voice."
It is your firm's voice that defines its personality. Voice allows the genuine identity of your firm to come forward -- be it in a speech, a press release, a website, a brochure or a proposal. And your firm's personality is one of the distinguishing characteristics that differentiates it in a crowded marketplace.
If you're starting to get the feeling that voice sounds remarkably similar to brand, that's understandable. Marketers often refer to "brand voice," "social voice," "public voice" and so on. Obviously, they're all related, but as you work to improve your writing quality, try to stay focused on finding and conveying your firm's personality.
Finding Your Voice
Companies are like people. Some are relaxed while others are uptight. Some have fun, but smiles are rare in others. Some are passionate about their work, while their counterparts may allow growth and revenue generation to direct their efforts. Some are honest. Some aren’t.
Let’s assume your firm is one of the good ones.
What makes it good? What makes it fun? What is it passionate about… really? Why would a client want to trust you, work with you or build a relationship with you?
Your first job is to figure that out. Then, to write it down. And here’s where good quality writing really begins.
Build a Solid Foundation
Good writing is not the same as using words that are trendy, clever or polysyllabic… it is using words that matter to you. And using them well.
It all starts with proper grammar, syntax and spelling. If you’re an English or journalism major, you know the rules. If not, keep a stylebook handy. Actually, stylebooks are handy for everyone. Bookmark helpful websites. Dictionary.com is an invaluable resource.
Read blogs that offer writing tips and inspiration. Search Google for the “Top 100 Blogs to Improve Your Writing” for a collection of excellent blogrolls. The object is to get inspired, rediscover your muse, or if you’re just getting started… learn those rules.
Breaking Out
Once you know the rules — break them. Sparingly. The way you do when you talk. But not without first listening very carefully.
Listen to the way your principals talk about what your company stands for. Listen to your architects, engineers and project managers talk about the work they do. Listen for what your colleagues get excited about, and what your clients say about you.
Once you understand your company’s personality, try to capture it in everything your write. And write until you find it.
Above all, keep writing. Keep revising and refining. For it is the act of writing that truly teaches us to write.
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