Write marketing and website content that is visual (something the reader can picture) to ensure your message is clear and memorable.

Early in my career, an experienced writer advised me to write copy that enables readers to visualize a picture. I’ve boiled it down to this phrase:
“If they can’t SEE it, they won’t get it.” 

In other words, if your readers cannot form a picture in their mind:

• They might gloss over your words.
• They might not fully comprehend the meaning.
• They might not remember your message.

How do you write marketing and website content that is visual and memorable?

Seek to use as much visual language in your writing as possible, particularly in examples, similes, and metaphors – and by using powerful verbs. Try to make your content tangible, almost “touchable.” If you close your eyes, can you see a picture?

Even if you’re writing about a topic that is fairly abstract, conceptual, or technological, you can still strive to make a point with visual words and ideas.

 

EXAMPLE #1
This copy is for an imaginary speaker who leads workshops to improve team communication and productivity.

Not visual:

“Poor communication in a team contributes to rework, missed deadlines, and conflict. Enhanced communication among team members directly results in enhanced productivity.”

Notice how you gloss over the message?

More visual:

“Poor communication in a team is like tossing a wrench into the works, which leads to mishaps and general mayhem! The results are reworked projects, missed deadlines, and conflict. On the other hand, clear and consistent communication leads to a highly productive team that runs like a well-oiled machine.”

If you close your eyes, can you see a picture?

 

EXAMPLE #2

Not visual:

“Many personality tests given to teams offer confusing results and advice. This workshop presents a new personality test that identifies key strengths to show how each person is an asset to the team.”

More visual:

“Many personality tests given to teams offer murky results with nebulous advice. This workshop presents a new personality test that shines a spotlight on key strengths, illuminating how each person is an asset to the team.”

 

2-MINUTE CHALLENGE
It’s YOUR turn. Take 2 minutes to complete this quick exercise. Rewrite the first sentence to make it more visual. Post your sentence on this blog – I’d love to read your idea!

Not visual:

“Personality conflicts in the workplace are damaging and counterproductive – and distract from strategic projects. In this workshop, your team will learn 5 steps to resolve personality conflicts.”

“________________________________________________________
_________________________________________________________
_________________________________________________________”

(See the bottom of this blog post for my solution.)

 

Some final advice …

When you write marketing and website content, don’t use similes and metaphors ad nauseam. Also, avoid mixed metaphors. Here’s an example: “On our cruise, we went overboard on the buffet. To work off the extra calories, we joined every exercise class and sweated like horses.”

 

Here’s my solution for the EXERCISE:
“Personality conflicts in the workplace can crush team spirit, sabotage productivity, and overthrow strategic projects. In this workshop, your team will learn 5 steps to resolve personality conflicts.”

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Coming up next: How to edit marketing and website copy for visual appeal and to make it more readable