I’m newly obsessed with the latest History Channel documentary: “How Disney Built America.” All the documentaries on the foods, brands, toys, etc., that “built America” fascinate me and I truly wish I was that genius to come up with something amazing. But I digress.
In the first episode, a couple things that resonated with me was how much Walt Disney stuck to his values when it came to his beloved Mickey Mouse. He refused to budge when his creators came up with ideas that took Mickey down a path that was unlike his character and could potentially harm his reputation. The creators focused on what was popular at the time, not what Disney was trying to achieve.
Walt was also stubborn about quality. He did not copy what others did, but fantastically looked beyond what was available and created what wasn’t to keep the level of quality high. Whether that was design, sound, experience, or story, his values drove his creations.
We see the results today. He was the forerunner of superb cartoons, material, merchandise, and a couple of theme parks and resorts that others have tried to emulate.
As business owners, we strive to maintain premium quality because our reputation is at stake. We make sure our services and our products fulfill — if not exceed — client and customer expectations.
But do we hold the same superior, polished standards for our writing? Is our marketing, including our social media posts, advertisements, website and other materials, scrutinized for standards of excellence?
Or are we more concerned with “likes,” “follows,” and whatever attention — good or bad — we can get just to be noticed to the detriment of our values?
When the marketing focus leans toward quantity, rather than quality, it harms your reputation. And AI is showing us how easy it is to dismally fail, publicly.
Why quality matters
Our reputation is at stake and is always scrutinized. We are trying to build trust and loyal followers. Everything we do should elevate our brand, not bring it down.
Even if we prefer a more casual approach with our company — perhaps we’re more the outdoor equipment kind of company as opposed to a jeweler — we still should make certain that every piece of information we share reflects an above standard professionalism. If you spend a lot of time on making sure your product is excellent, then the way you market it should be excellent.
If your narrative, your writing, or the way you market your product and your company is mediocre, you risk losing your educated audience.
Where AI fails
At this point we’re all pretty familiar with the substandard to below standard data AI spits out. It does not have the needed human touch to relate to your audience; the information is inaccurate; and it’s copying and stealing from what information is available to it.
Your work must be unique, honest, and all you.
AI does not understand your audience as you do. If you use AI tools to write your material, you drive a wedge between you and your customers. They will see through it and your reputation is sullied.
Where we fail
We fail when we try writing and marketing as others have, including our competition. What they do works for them, what we do needs to work for us.
Walt Disney was quick to spot an opportunity, especially with technology. He loved it. And he studied it with his own vision, creating something better using what was available. If it wasn’t available, he made it. He then used technology to create a need, and that made him even more successful.
Rejecting quality to focus on quantity will cause you to fail. Fixating on how many posts you put out on social media to get attention while ignoring clean copy will get you the wrong attention.
Keep in mind your objective and who you are as a company. How do you want your audience to view you? Are you trying to build trust? People are educated, smart, and tire easily when a company appears lazy because their marketing is inferior. It’s insulting to your audience.
How to succeed in our marketing
The best thing you can do for your marketing is to make sure your writing is superior.
What should you consider?
First, focus on your values. Who you are and what you represent as a company cannot be duplicated. So make sure your brand story reflects that.
Next, think about your objectives and your purpose. Why do you exist? Make sure your marketing is clear and concise when relating that information.
Finally, your communications both internally and externally should exceed professional excellence. Review your communications with a critical eye. Make sure your words and phrases are accurate and can be understood globally if that is how far your company extends. But even locally, you need to be clear on your expectations and not confuse people with the wrong verbiage, such as using company acronyms.
How is your spelling and grammar? Companies have lost millions because of poor writing such as here and here.
You might think a typo is a reflection that everyone makes mistakes and we all have our bad days. Perhaps you want your customers to view you as human? But again, as a company, you are scrutinized. Your assumed focus on quality is shot once you show you are not concerned with spelling. Or punctuation. Or grammar.
If you want people to take you seriously, prove that you deserve it.
As business owners, we strive to maintain a high level of quality because our reputation is at stake. We make sure our services and our products fulfill — if not exceed — client and customer expectations. Upholding the same standards of excellence with our writing shows our audience we are professional and deserve their trust.
My 2-Day VIP Writing Focus Workshop will help you improve your writing skills. Designed for busy staff — or individuals — who desire to write better and create engagement. Need more focused personal attention? Contact me for one-on-one coaching to improve your writing skills.
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