Consistency is key
Sunday, June 24th, 2007In business consistency is vital as people find lack of consistency really confusing. Nowhere is this more pertinent than in your marketing materials. The more you repeat the same thing in the same way, the more likely it will have a lasting impact on your target audience. Take proposals for example. When checking the ones my staff wrote I invariably found the same thing referred to in different ways. For example, the use of project, programme, campaign or using different words to describe them like company, business, enterprise, operation and so on. The same applies to web sites and in fact anywhere you are writing copy which you want your reader to understand without a pause or raised eyebrow. Why not check some of your copy now and see if it is consistent or confusing.
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