Ammit Creative


A large part of content marketing is making people feel. You may want people to feel curious, or hopeful, or even scare them into taking action. So it’s essential to keep in mind that language doesn’t merely explain and clarify. It evokes emotions. Gray corp speak tends to evoke boredom. Talking like a real, coherent human creates connection. One thing you never want people to feel is … well, I’m going to let my friends explain. Take it away monsters!


Did you get that? No? Really?

Okay, let’s make this easier. How about this?

Still no? Huh, that’s funny. Because what the monsters wanted to tell you is that you never want to make your audience feel alienated. That means you want to avoid acronyms and jargon your audience won’t be familiar with as well as language that pushes them away. If your audience doesn’t understand your message, they can’t act on your message. And that feeling of confusion drives detachment and disconnection, the exact opposite of what most content marketing tactics shoot for.

Oh wait! I just did that to you, didn’t I? Monstrous! Let’s see if this helps…

Yeah, the whole communication thing works better if the symbols you use — even when the symbols are language — truly connect. That doesn’t mean you can’t throw something new at an audience. Content marketing excels at informing and educating, after all. But it does mean it’s best to keep it clear. And if you must use unfamiliar language, you need to give your audience the key so they stay engaged and feel like they’re part of a meaningful conversation. Without it, you’re speaking in monster. With it, you’re speaking in human. In other words, you want to turn this…

into this…

Because whether you’re trying to create awareness, drive engagement, turn the interested into the converted, or keep your favorite customer happy, even little monsters know only language that connects can advance your goals.

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