Each bird, in its own language, perishes, and a brand through its promotional texts
The internet hums with promotion of just about anything and anyone. From self-promotion to challenging immutable values, everything is permitted. Do you hear it? Keyboards clatter. Words flow. Texts are posted. Rivers of impressions settle in a parallel virtual reality, attempting to intentionally distort the perception of real reality.
Awareness exercise: Imagine yourself at a concert (with a ticket) to see your favorite band in a sensational performance, but at the entrance, because the organizers didn’t budget the event correctly, you receive a headset playing the same music you have on your phone, and the stage is animated with YouTube images. In other words, instead of a concert, you get an improvisation that has nibbled at your resources (money, time, vital energy) and self-esteem (because you feel deceived). #BadLuck? #Bummer?
It’s the same with online promotion, which often lacks offline coverage: promises, stylistic fireworks, streamers, images without integrated messages, excessively inflating customers’ expectations, which, when disappointed, transform post-festum into a battalion of frustrated individuals whose negative feedback can machine-gun the brand into eternal disrepute.
I admit, this text is written from the perspective of a weary communicator, increasingly amazed by customers’ ability to undermine their own brand and its reputation, placing promotion services at the bottom of their priority list, as well as the fixation that anyone with a few basic writing and reading skills can bring value to the business they manage. All of these together, a latent threat, nothing more.
The trend where business owners personally engage in promotion, even if they lack the necessary education and skills, brings other major risks. One of these risks is related to the loss of objectivity, which can lead to excessive self-promotion of their products or services at the expense of the real needs and expectations of customers. Additionally, owners may not be up to date with the latest marketing trends and strategies, which can leave them lagging behind in the market.
Moreover, if the promotion is perceived as unprofessional or amateurish, it can damage the brand’s reputation and credibility in the eyes of consumers, which can be very difficult to recover from. Thus, attempting to transform a flawed initial promotion into a successful campaign can be as challenging as trying to turn a caricature into an impressionist painting.
I admit there is a lot of subjectivity in what I’m saying, but also professionalism because I will insist on presenting the principle of fluency in promotional texts.
So, in the context of promotion narratives, fluency is the key to capturing and retaining the audience’s attention. A smooth narrative creates a pleasant consumption experience and facilitates the understanding of the message. Furthermore, a fluent narrative is more memorable and less likely to be forgotten by potential customers.
One of the main factors that can disrupt the fluency of a promotional narrative is subject fragmentation. This phenomenon occurs when promoters/influencers deviate from the central message and introduce peripheral or irrelevant ideas. For example, in the promotion of a hotel, subject fragmentation could include adding information about local events, which, while interesting, distracts from the services and facilities offered by the hotel.
Verbal fragmentation, which compromises the fluency of any narrative, including promotional ones, is of the same kind. This aspect refers to the use of verbs or expressions that are not congruent with the central message or that introduce confusion. For example, in a spa promotion campaign, the use of aggressive or inappropriate verbs, such as “attack stress” instead of “eliminate stress,” can create a negative impression and discourage potential customers.
Semantic fragmentation leads to the dissolution of sentences, separating essential elements of a coherent message. Such situations occur, especially in the case of automated translation from other languages, using a chaotic copy-and-paste method of multiple texts, resulting in a patchy message that often discourages through its lack of fluency and authenticity.
The obvious conclusion is that a brand or company is exposed to the risk of suffering significant harm in the absence of a message written in accordance with style and content creation requirements. Even though social media formats allow a variety of posts, it is essential to understand that effective promotion entails not only presence but also the transmission of a coherent and appealing message. In the absence of these aspects, posts may rather explode the brand’s image than promote it, undermining the credibility and trust of the public. It is essential to invest time and resources in creating quality content and adhering to communication rules to ensure truly effective and positive promotion.
In the last paragraph, while maintaining the same note of subjectivity, I emphasize Noima Loop’s deep commitment to the quality of texts and honest, clean, and correctly crafted messages. For us, texts/messages/graphics represent not just a means of communication but miniature artworks capable of conveying the essence and values of each brand we promote.