Engaging content 3: Why consistency is key

20th June 2012 By Louise Stephens in Copywriting

As the final part of our engaging content series, we examine how a consistent approach to your copywriting plays an important role in galvanising support, improving open and click-through rates and improving brand advocacy. 

So we have decided on the focus of your campaign made sure we are credible now it’s time to think about consistency. 
This can be broken down into:


‘Lead with the meat’ (I love that expression!)

This goes back to the focus of your message, get to the point, tell your target audience what you want to tell them. Include only what is most relevant, what is necessary for them to know. 

Scatter key words throughout; if your subscribers only scan your message, they will still be aware of what you want to tell them.


Write in a genuine tone…
Does it reflect you as a company?
Does it reflect your target audience?
Read your message out loud; does it sound like something someone would actually say?
Avoid bloated technical statements, this only confuses things. Think about your target audience, will it make sense to them? If it doesn’t then re-write it in a tone that does.


Make a unique style and use it consistently.
Even within your writing, will you use full stops after bullet points or not? Capitalisations; yes or no? What font will you use? The size of the font is also important and needs to be consistent, it eliminates doubt in the audiences’ mind that it is you and you have written it.

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Louise Stephens
About the Author

Louise Stephens

Louise is an email marketing consultant at little green plane. She advises and builds lasting relationships with our existing clients as well as handling all new business. Louise also conducts full demonstrations of our software and will advise on the right package for your business. Louise is passionate about email marketing and will happily train clients on a number of topics including; best practice, engaging your audience and getting the best return on your investment.