The Intersection of Marketing and UX Writing
On 19th November 2023, I finally decided to apply for the McKinsey Forward Program. When I first saw it some weeks back, I didn’t intend to apply as it was just a random ad that crossed my timeline. But the Mckinsey marketing team said, “Hold my beer.”
I started seeing ads everywhere. It was literally chasing me and I kept a mental note to check out what the program was all about. I didn’t do that, but the ad never seemed to go away as it now transcended to the program alumni giving their testimonials on how the program has helped their career growth.
When I clicked on the ‘learn more’ CTA button, I was led to a landing page that helped me understand all I needed to know about the program. Special shoutout to the UX writing team at McKinsey because the information architecture for the landing page was one of the best I have seen. The application process was equally seamless and in a few minutes, I was done.
When we talk about marketing intersecting with UX writing, this is one of the best examples I can give as everybody in the team understood their role perfectly and gave 100% to it. The ad was captivating, the landing page impressive as it followed some of the core principles of UX writing and the application process was seamless.
This story highlights the incredible influence that well-crafted words can have on our decisions and experiences and this article will walk you through these two worlds and their intersection.
Understanding Marketing and UX Writing
Marketing, at its core, is about telling a story that resonates with the audience, sparks interest, and drives action.
Hubspot defines marketing as “ any actions a company takes to attract an audience to the company’s product or services through high-quality messaging. Marketing aims to deliver standalone value for prospects and consumers through content, with the long-term goal of demonstrating product value, strengthening brand loyalty, and ultimately increasing sales.”
Marketing serves the purpose of understanding a defined audience, identifying their needs and problems, and using content to address those needs and solve those problems. The marketing team leverages different types of marketing to get the audience interested in a company’s product or services, become a paying user and ultimately a brand evangelist.
On the other hand, UX writing focuses on creating a smooth and intuitive user experience by carefully choosing words that guide users through their digital journey. When you download an app or visit a website, the copy you see on the different screens helps you achieve the goal you set in mind when going to use the website.
UX writing can impact your digital experience. It can be the reason why you continue on a landing page and eventually get to perform certain actions like download, apply or submit. It can also be the design of why you close a website and go look for another one that can help you achieve your goal seamlessly.
The words on the left image are an example of bad UX writing. It is not clear and at that point, it is not useful to you as a user. And the call to action is equally ambiguous. What are you starting all over?
The words on the write communicate in simple terms why the error message is up and ask that you try again with the call to action button.
The Power of Words in Marketing.
Words are the foundation of marketing. They are the tools that marketers use to connect with their audience, build brand awareness, and drive sales. When used effectively, words can be incredibly persuasive, evoke emotions, spark interest, and influence decisions.
A well-crafted tagline, for example, can become synonymous with a brand, capturing its essence in a few short words. Nike’s “Just Do It” and Apple’s “Think Different” are two iconic examples of taglines that have become deeply embedded in popular culture. Fullgap’s “Power to the Creative Ones” is a game changer in the Nigerian creative space spurring freelancers and techies and techies alike to do magic with their skills while aiming to deliver like an institution.
Product descriptions are another crucial element of marketing, where words play a critical role in conveying the features and benefits of a product. By using descriptive language and highlighting the unique selling points of a product, marketers can pique the interest of potential buyers and encourage them to learn more.
Emotional storytelling is another powerful tool in a marketer’s toolbox. When marketers can connect with their audience on an emotional level, they create a deeper bond that can lead to greater brand loyalty and customer engagement. Storytelling can evoke a range of emotions, from joy and excitement to empathy and compassion.
In today’s crowded marketplace, where consumers are constantly bombarded with messages, it is more important than ever for marketers to use words wisely. By carefully selecting and crafting their words, marketers can cut through the noise and deliver their message in a way that resonates with their audience.
Here are some additional examples of how words are used effectively in marketing:
- Power words: These are emotionally charged words that can trigger a desired response from the reader, such as “new,” “exclusive,” or “guaranteed.”
- Sensory language: This type of language appeals to the senses of sight, sound, smell, taste, and touch, making the message more vivid and engaging.
- Calls to action: These are clear and concise statements that tell the reader what you want them to do next, such as “learn more,” “shop now,” or “sign up.”
Aligning Marketing and UX Writing
How do we ensure that the language used in marketing seamlessly aligns with the language used in the user interface?
Aligning marketing and UX writing is crucial for creating a cohesive and consistent user experience. When the language used in marketing materials is different from the language used in the user interface, it can create confusion and frustration for users. This can damage brand perception and make it difficult for users to find the information they need.
Here are some key steps in aligning marketing and UX writing:
- Establish a shared understanding of the brand voice: Marketing and UX writing teams should work together to define the brand voice and ensure that it is consistently reflected in all communications. The brand voice should be clear, concise, and consistent with the overall brand persona.
- Create a shared style guide: A style guide is a set of guidelines that establishes the rules for using language, typography, and other design elements. Having a shared style guide ensures that all marketing and UX writing is consistent in terms of tone, grammar, and formatting.
- Collaborate on content development: Marketing and UX writing teams should collaborate on the development of all content, from marketing campaigns to product descriptions. This will help to ensure that the language used is consistent and aligned with the overall messaging.
- Regularly review and update content: As the product and brand evolve, it is important to regularly review and update content to ensure that it is accurate and consistent. This includes both marketing materials and UX copy.
- Align marketing goals with UX goals: Marketing and UX teams should have a shared understanding of the overarching marketing goals. This will help to ensure that all content is created with those goals in mind.
The User-Centric Approach
At the heart of the collaboration between marketing and UX writing lies the user. In a world driven by user-centric design, every interaction matters. UX writing serves as the compass, guiding users at each touchpoint and ensuring they feel understood, valued, and empowered.
With the user in focus, the approach transforms from oga-centred content to user-centric content. Marketing no longer disrupts users with intrusive messages; instead, it focuses on sharing valuable content that attracts, engages, and delights them. This shift to content marketing fosters a more positive and productive user experience, building trust and loyalty among customers.
This user-centric approach aligns the goals of both marketing and UX writing, helping them create content that resonates with users and drives business success.
Conclusion
As we navigate the digital age, the landscape is constantly shifting. New technologies, platforms, and user behaviours emerge. It becomes a dynamic dance where staying up-to-date becomes key. Marketing needs to embrace new channels and trends, while UX writing should evolve to suit the changing ways users interact with technology. Collaboration and agility become the pillars in ensuring that the intersection of these two worlds remains stronger.
