Why is consistency important?

I’m amazed at how many small businesses I come across who don’t pay attention to their professional image. There is at least one company I know that use one version of their logo on their shop front, a slight variation of this on their vans, and a completely different style in their printed promotions. Their reason for doing this? The fact that the sign-writer created the shop front logo – and the person who put the ad in the magazine designed it for them, and they didn’t know which font it was.

Why does it matter?

How far will your marketing messages travel?

I am on the mailing list of a printing company, but I’m signed up with my hotmail account, and I don’t check that account very often.

However, every now and again, I catch up on the various newsletters that come in, and last time I checked I found a newsletter from these printers, promoting the idea of “twitter cards” – little business cards that feature your twitter username and say “you’re now face to face with (username)”

I thought this was a cute idea, so posted a link to the article on twitter. Evidently several other people also thought it was a good idea as they re-tweeted the post to their followers. And who knows if their followers forwarded it again! So what can we learn from this?

What is active voice and why is it important?

In a nutshell, it’s a more positive way of writing and yes it is important!

Using active voice in your communications makes them more direct and engaging. Passive voice can be seen to be avoiding the issue somewhat. For instance compare the sentences:

1. Your invoice will be paid next month

2. Our accounts department will pay your invoice next month

The first one sounds like an exercise over which you have no control – the invoice will be paid. Somehow, it leaves room for doubt and you just have to hope that it will.

However, the second one sounds much more positive with a definitive action.