The Importance of a Word by:Shaun Edwards

Although your online advertising should include professionally produced graphics - or professional looking - don't overlook your use of words

. There are fundamental factors when you choose words to include in your sales message besides which ones you select. Credibility rests upon a number of factors you should always consider, such as:

- Spelling - this is the number one copy point that will destroy any chance toward building trust. Spelling errors indicate a lack of attention to detail and exhibit a propensity for sloppiness. Misspelled words are extremely unacceptable as well as avoidable since 99.9 percent of all computer brands sold worldwide include built-in spell check programs. There is NO excuse for a misspelled word.

- Grammar - Although clever advertising put in the minds of most who have heard the phrase, "What do you want? Good grammar or good taste," allow for extremely poor grammar in your sales message of online copy is another one of those avoidable situations. Like spell check, most up-to-date computers offer built-in grammar checks that can help when choosing a phrase or phrasing a sentence. Furthermore, although a casual writing style proves most efficient, stay away from a great deal of "colorful colloquialisms" that might limit your readability.

- One-pound words versus throwaway phrases - when attempting to reach a targeted audience, go ahead and use words appropriate to that group. There exists a great deal of descriptive words that have real meaning in a targeted segment that may not in another. If you are writing to automobile enthusiasts, familiarize yourself with car vocabulary. Furthermore, limit use of high-end phrases because you think they sound clever.

You need to be careful choosing words that will be understandable, informative, compelling and hopefully entertaining. Although your copy may be spelled correctly and possess proper grammar, if it is also terribly boring the only compelling action you'll elicit is the click of the mouse as your prospect leaves your site.

"The Headline - Your Most Important Words..."

The first point toward increasing the effectiveness in your ad copy, sales message or info writing is to construct a headline that will lead the reader further into the copy you provide. This copy, or content, should get to its point without meandering about. Stay focused when presenting your idea.

A writing voice is also an important tool when building a relationship with your reader. Some writers agonize for a long time seeking that tone - or voice - that will go a long way toward putting readers at ease and converting prospects into customers. However, regardless of the exact voice you finally adopt, creating the proper tone - and maintaining it - is just as important. That tone could change depending upon the content at hand. Obviously, if you are penning about the latest scientific discovery, the tone taken might waiver a bit than, say, writing about comic book collections. A good rule of thumb is to never write in a pompous, pretentious style. Seek a style that when you read what you write, you feel comfortable.

About the author

Copyright 2009, Shaun Edwards, Advert Designer for Paper and Digital Media, www.AdSense-On-Demand.co.uk. All rights reserved. Permission granted to reprint this article on your website without alteration if you include this copyright statement and leave the hyperlinks live and in place.

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