Consistency is key
In 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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June 25th, 2007 at 11:21 am
Chris,
Great blog, which I enjoy reading, but could you consider breaking it into paragraphs please, a solid block of justified text isn’t that easy to read.
June 25th, 2007 at 6:16 pm
Of course John good suggestion,
July 17th, 2007 at 7:22 pm
Very interesting and yet very true, text, if used correctly, is a very powerful tool, especially when marketing websites.
August 19th, 2007 at 9:01 am
Agreed, consistency is vital. I work in an industry (Aviation) where lack of consistency in definition can lead to confusion or mis-interpretation. This can have a negative effect, not the best situation in a safety related business.