It’s In The Writing: Words Still Matter

August 24, 2022/Lee Barnathan
woman looking at a culinary blog on a laptop

It’s in the writing.

According to the marketing firm IMPACT’s blog, 60.8% of marketers agree visual content is absolutely necessary.

You can present this information in more than one way.

You could say: A small majority — less than two-thirds — believes in the absolute need for visual content. That means they’re in favor of including photos, graphics and videos to the words already presented.

You also could say: A sizable minority — almost 40%, or almost half — do not believe it. They think the words are far more critical than the photos, graphics or videos you could put out there. 

Or you could simply present the statistic: 60.8% of marketers agree visual content is absolutely necessary.

How would you present it?

The key here is words still matter. Visual content — photos, graphics, videos, charts, animations, etc. — don’t work without the words to start with.

That’s why just presenting the statistic means nothing: There’s no context. What does it mean that 60.8% of marketers agree visual content is absolutely necessary? What kind of visual content? Carmine Mastropierro wrote, “Perfect copy is not enough.” But he acknowledged the need for the copy.

So, which of the other two poll choices are best? You have to know your audience and write to it. Those that say “visual content” is the wave of the present and future probably want “a small majority,” while those that think the words are paramount would respond better to the “sizable minority.”

But the bottom line is that words matter, and you need to ensure you’ve got the right ones.

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Lee Barnathan

Lee Barnathan

Imagine cradling your book in your arms. See yourself thumbing through the pages, reading the words, recognizing that what’s contained therein is your story, laid out for all to see. This symbol of your life is part catharsis and part healing. Your journey is complete, and you’ve reached the people who needed to hear your story.

You have a story that just has to be told. If you don’t get it out of your head, you will regret it. You know that if people just could tap into the wisdom that's inside you, their lives would change for the better.

You’ve probably been feeling like you need to sit down and get it on paper. But you haven’t made it a priority. Maybe it’s because you hate writing or you don’t consider yourself a writer. Perhaps the thought of you dedicating hours a day to organizing and writing your story is too overwhelming when piled on top of life’s demands.

Or maybe you’re beset with terror: "What if my story isn’t interesting or compelling enough to reach a wide audience? Am I good enough to tell it? Can I make it irresistible, a must-read?"

You're not alone. The vast majority of people who have experienced what life has to offer have a story to tell that’s worthwhile, unique and compelling, but they never get to do it for a wider audience.

Why is it so hard? Why are you like the 97% of people who start their book don’t finish it? There is a world of difference between having the story in your head and being able to get it down on paper.

What most people don’t realize is that having the story and writing the story require two different skill sets.

The more worthwhile and compelling your story is, the more critical it is to have a professional writer give it the treatment it deserves so it will touch lives in the way you envision. That’s why it’s so important to partner with a specialist who’s an expert in the art of storytelling. Your story is too important to leave to an amateur.

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