Make your copy sound like your business.
Familiar phrases can hide a useful message. A more specific sentence gives your audience something to understand and remember.
Put the action back
Replace phrases such as “the provision of protection” with a clear verb. Name the person or product doing the action when that makes the sentence easier to follow.
Explain the abstract words
Explain what visibility, control or confidence means for this reader. Describe a task they can complete or a problem they can address within the product’s capabilities.
Replace the unsupported claim
Replace “leading” or “best” with approved evidence where you have it. Otherwise, state the capability clearly without adding a comparison you cannot support.
Read the line without the logo
Could the sentence belong to any company in your category? Add the audience, situation, capability or evidence that makes it specific to your business.
Keep a small language guide
Save strong examples, preferred terminology and phrases to avoid. Give writers and reviewers the same reference so the tone stays consistent across campaigns and regions.
Make the design carry the message
Once the key line is clear, give it space and an appropriate visual hierarchy. Matizmo can help turn an approved message into campaign creative that stays clear across the different formats you need.
Talk through your brief