COPYWRITING AND LANGUAGE DEVELOPMENT An important part of a company image is the language it chooses to communicate with its target consumer. Different words possess varying degrees of power. They can trigger specific emotions or conjure up associations, therefore they carry an undercurrent of influence, which should be properly and beneficially managed. Carefully drafted text can distinguish a company from its competitors by the relationship it develops with its consumers through its "tone." Language tone is driven by strategic market positioning. For instance, if the company strives to become a knowledge leader (expert in its field) or its distinction is its customer care, the language and tone it uses must also reflect its intention(s). The language selected must support the company mission and image or it will convey inconsistency which translates emotionally into consumer and employee distrust. Once it is carefully developed, language must remain consistent across all materials such as brochures, newsletters, employee orientation materials, posters, voice recordings, websites, etc. What a company looks like, acts like and talks like conveys a unique personality that consumers, investors, employees and the general public will develop an association with. What kind of personality does your company convey or wish to convey?
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