"The personality of a reader is leading for the effectiveness of a message," concludes the Nuremberg Institute for Marketing Decisions. An introverted personality will respond differently to a message than an extroverted personality.
Awareness of this fact is the first step. If you have a picture of your target audience, it becomes possible to tailor words and sentences, resulting in higher effectiveness.
You have this image. You know your customer or applicant. A clear idea of the person you are looking for is essential for a job vacancy. A clear image of the customer is essential for communication about a product or service.
Gender, personality traits, and language level provide guidelines for improving text. The characteristics of a reader determine whether sentence lengths and word choices align. For example, the long sentences of a scientific article will not inspire 14-year-old students. Logical, because the message of a scientific article is intended for a completely different target audience.
This leads to the conclusion that researchers and universities succeed in writing effective text. However, you would be mistaken, as sentence length is not everything. Vocabulary plays an equally important role.
Women love 'feminine' words. Men love 'masculine' words. It sounds old-fashioned, but differences certainly exist. Software developer Textmetrics researched the word choice of male and female writers. From the research, we learn that the readability of a word is influenced by gender. Sometimes two words mean the same, but one synonym resonates better with a man or woman.
Good. Now you are informed. But just being informed gets you nowhere. If you have no insight into the words that resonate better with men or women, you cannot make choices. And if you are unaware of a verbose writing style, you cannot improve.
Studying Dutch for years is an option, but we do not have years. Technology is the answer.
The solution
Textmetrics is more than a researcher. The company from Arnhem develops great software for improving texts. Textmetrics developed algorithms for processing the aforementioned influences. You write or copy a text in the cloud tool and receive feedback for improving readability and effectiveness. This feedback is customizable. You select the language level of your target audience, gender, and the tone you want to convey.
We are not only praising it because the software points out adjustments, but because Textmetrics comes up with alternatives directly. If you discover that you primarily write in a masculine tone, you will receive an overview of 'feminine' synonyms for each word.
The workflow is similar to collaborating with a linguist, but without the costs of a linguist.
Praise
Writing style is just one part of Textmetrics' whole. The tool simultaneously checks for SEO optimization and brings a huge amount of marketing expertise to the table. Consistent use directly translates into better-performing web pages.
The necessity of a marketer does not disappear but is supplemented. The same goes for the grammatical component. A quick and manageable overview of improvement points will also help the most experienced marketers or writers. Checks from colleagues become less necessary, and independence increases.
We use the software ourselves. Our experience is world-class. In any other case, we would not have had the courage to recommend the tool so directly. Visit the website, thank us later.
