Precision. It is such an important word and embodies a world of meaning. Depending on your industry, precision could be a technical term that relates to accuracy or, for your business purposes, might simply mean choosing the best words possible for your website content or next marketing campaign. Typically, we associate precision with the accounting industry more so than we might when thinking of those whose primary “tools” are words. Today however, I take this opportunity to remind you that being precise when it comes to words is not only nice, it’s necessary.
Our friends at Merriam-Webster define precision as this: “the quality or state of being precise: exactness or accuracy.” For my husband, as a Tool and Die Maker, exactness means working to tolerances that represent less than the width of a human hair, on molds that are worth hundreds of thousands of dollars. If he makes a mistake, it could have huge and expensive ramifications. Given that one little piece of metal he once worked on is now actually orbiting in outer space, you can imagine how important precision is to his business. Any firm who has undergone an accounting audit will also be able to describe the importance of precise, accurate records.
Words, and the precision with which you choose them, may not make space exploration history but they are still critically important to your mission – that of making your business a success. When you go to a paint store, you don’t ask for “green” paint, you state the specific shade of green you seek. You ensure accuracy by being precise. There is a world of difference between “forest” green and “lime” green and being precise will help ensure you only have to paint the room once!
What can be frustrating about the English language is that occasionally there are several appropriate words to choose from. How do you choose the best one? For newcomers in particular this can be challenging. Simply deciphering the “their,” “there” and “they’re” conundrum can be frustrating. However, the very fact that there might be two or even three great words to select from simply highlights that you both CAN and SHOULD choose the best word possible. Clarity is the goal. Consider using a dictionary or a thesaurus when writing, ask a friend to review your content or poll your customers to ask what about your website attracted them and whether any particular word, logo, slogan or marketing material grabbed their attention. Ask a professional to create or edit content for you because statistics consistently show that you only have between 10 – 30 seconds to make a favourable impression on your website. That’s not much time. If you want your message to resonate, attract customers and turn a website search into an actual sale, it’s imperative you make every word count.
As Owner and Principal partner of “Writing Right For You” Sheralyn is a Communications Strategist – working together with entrepreneurs to maximize profit through effective use of the written word. Looking for web content that works, blog articles that engage or communications strategies that help you get noticed? Contact Sheralyn today. Sheralyn is also the mother of two children now entering the “terrible and terrific teens” and spends her free time volunteering for several non-profit organizations.
Sheralyn Roman B.A., B.Ed.
Writing Right For You
Communications Strategies that help you GET TO THE POINT!