What's So Important About Proper Word Choices?

By
Services for Real Estate Pros with Marte Cliff Copywriting

Every now and then one of my posts about the words you use in real estate marketing will receive a comment from someone who thinks it really isn't a big deal.

I disagree. I think it's a very big deal.

Why? Because words are our means of communication. We can only communicate clearly when we choose the correct words.

When we're speaking we have some leeway. Our body language and tone of voice helps convey our meaning. And of course, spelling doesn't enter into verbal communication. 

If we want people to understand our written communications, we need to use the correct words – not just words that sound correct when spoken aloud.

"Why do I need to go to all that trouble? If it sounds like the right word, people will know what I mean."

Well yes, if you say "Meat me at the office" they probably will figure it out. In fact, those who can't spell stop signand don't know grammar probably won't even notice the mistake. They also won't notice if you write car's when you mean cars. And they won't notice if you write hear when you mean here.

But for those who DO know, those errors will act like huge stop signs. They'll have to stop, look twice, re-read the sentence, and decide what you meant.

Stop signs have no place in a marketing message.

A really effective marketing message will flow from the words on your page directly and effortlessly into your reader's mind. If you stick a stop sign in the middle of that message, the flow is gone – and your message is probably gone with it.

 

In addition, that reader will think one of two things: You're either uneducated or you don't pay attention to details. Neither is the first impression you want to make with a new prospect. 

So yes, choosing the correct word IS a big deal if you want prospects to view you as a professional. 

....................

For more about word choices, read: Word Bloopers That Destroy Your Credibility and Confused by Apostrophes?

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Rainmaker
333,676
Marina Gavrylyuk
Sutton Group Summit - Mississauga, ON
Homes & Condos for Sale in Mississauga and Toronto

What a great post, Marte!

If there is a slight chance of misunderstanding - by Murphy's law it would definitely happen!

Aug 23, 2013 01:26 PM #1
Rainmaker
1,537,880
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Marina - Yes it would! 

Aug 23, 2013 02:12 PM #2
Rainer
355,882
Tom White
Franklin Homes Realty LLC (615) 495-0752 or www.FranklinHomesRealty.com - Franklin, TN
Franklin Homes Realty LLC, Franklin TN

Marte, I notice that some people don't apparently see those stop signs that you mention. They just blow through them like there's nothing there at all!  For those of us who come to a screeching halt, we totally lose the message that is being conveyed. Not what we want to have happen!

Aug 23, 2013 11:04 PM #3
Rainmaker
1,537,880
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Tom - No - and why would anyone want to limit their audience to those who won't notice? 

Aug 24, 2013 12:37 AM #4
Rainmaker
77,881
Craig Ernst
United Real Estate Partners, LLC - New Orleans, LA

Marte, You can definitely put me in the column of those who think word choice matters a great deal.  

As a professional copywriter I'm sure that you know that some of the larger mail order companies test the effect that different words and phrases have on conversion, and sometimes the smallest changes can make a profound difference in sales-- for good or ill.

This is nice reminder that we should all use some care in all of our written communications.

Aug 26, 2013 05:08 PM #5
Rainmaker
1,537,880
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Craig - Oh yes. Different words can evoke emotions - and buying triggers - that the reader doesn't even notice. 

The reason for words is communication - so of course they're important! 

Aug 27, 2013 04:37 AM #6
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Rainmaker
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Marte Cliff

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