Yesterday I went to the Technishow and ESEF industrial fairs in Utrecht. Considering how professional most companies appeared otherwise, I was surprised by the English texts: few participants have clear messages in their written materials. Instead the texts often consisted of long strings of products alternating with equally lengthy series of intellectual-sounding gobbledy-gook, punctuated by “positive” adjectives. Add a few customer-friendly messages and stir in a dash of modern politically-correct jargon and you have a brochure text. And perhaps that is all one really needs?
Maybe so, if the expectation is that people to just glance through the brochure and not to really read it. It is considerably more damaging if the same type of writing fills the company’s website, their "calling card." And, after all, all texts reflect a company and should project the same professional image that they have worked so hard to build into beautiful and eye-catching displays, attractive giveaways and polished presentations.
More important still: if you cannot produce a coherent message in your written materials--
particularly key elements such as your mission statement--what does it say about your brand?
What is the problem? My theories: a) texts are translated and sometimes too literally. This generally indicates that the original version is also too convoluted, or b) they use technical writers instead of copywriters. Not that the two are mutually exclusive, but the combination is rare.
In the end, “how” does not really matter. If the house is burning around you, do you take the time to argue about who is to blame?
A few tips for extinguishing the fire yourself:
Fairs like these are enormous investitures of time and money. In the coming weeks the companies that participated will hopefully be busy with orders, and catching up with all of the work that has been postponed while preparing.
So even if it won’t happen today, put a BIG note into your agenda for next month: start a thorough spring cleaning! Objective: to clarify your company’s vision!
Maybe so, if the expectation is that people to just glance through the brochure and not to really read it. It is considerably more damaging if the same type of writing fills the company’s website, their "calling card." And, after all, all texts reflect a company and should project the same professional image that they have worked so hard to build into beautiful and eye-catching displays, attractive giveaways and polished presentations.
More important still: if you cannot produce a coherent message in your written materials--
particularly key elements such as your mission statement--what does it say about your brand?
What is the problem? My theories: a) texts are translated and sometimes too literally. This generally indicates that the original version is also too convoluted, or b) they use technical writers instead of copywriters. Not that the two are mutually exclusive, but the combination is rare.
In the end, “how” does not really matter. If the house is burning around you, do you take the time to argue about who is to blame?
A few tips for extinguishing the fire yourself:
- Use bulleted lists.
- Less is more: eliminate unnecessary detail. A few adjectives are fine if they liven up the whole but use them wisely.
- Identify and limit your key messages and make them shine.
Fairs like these are enormous investitures of time and money. In the coming weeks the companies that participated will hopefully be busy with orders, and catching up with all of the work that has been postponed while preparing.
So even if it won’t happen today, put a BIG note into your agenda for next month: start a thorough spring cleaning! Objective: to clarify your company’s vision!
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