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A text is a text is a text

A text is a text is a text

Especially in an area in which the so-called “matter of taste” plays an important role, it becomes adventurous again and again. Feedback is basically a helpful thing as long as it is constructive. This also applies to the writing of texts; here, too, as with the creation of graphics, it’s possible to get kind of routine-blinded.

Sentences can be formulated to death, synonyms can be used beyond recognition and meaningful passages can be quickly freed from meaning. Especially when you are in foreign climes and have to deal with a topic that is unknown to you – which is not uncommon as a Germanist in an IT booth that develops logistics software – concentration, research and formulation competence are required. Which target group do I address? Do I want to explain a difficult topic easily? Do I want to pick up the connoisseurs? Or would you rather address different readers at the same time? In a nutshell? Or not? These questions are important for the research and for the writing style.

Since a copywriter, editor or proofreader is only a human being (which we simply assume hopefully), mistakes can always creep in – after all, nobody is infallible; your own texts can quickly break your neck. That’s why it’s good to have these “colleagues” of whom everyone is talking about – they can look at the digital work with a fresh eye and unbiasedly, edit it and ideally marvel at it with an “Oh!” and an “Ah!” or even an “Oh, now I understand!”.

Texts need more time than you think and also a lot of love and affection. The serifs want to be stroked, the hallmarks praised and the sentence structure admired for its great composition. The composition of the words, the stringing together of the sentences, probably separated by punctuation marks, should contain the highest degree of meaning, take the reader on a journey and…

“The text must be finished today.” Okay, focus.

Help, I am not a specialist – the gateway to entertaining texts (?)

Particularly in the case of topics outside the subject area, such as IT and logistics in this case, it is helpful to ask those colleagues who 1) have been working in the company for some time and 2) are familiar with the content and structures. The basis for a good text is not only the writing together of contents, which one scrapes together from different Internet sides, but also to be locally, live from the happening… Ok, keep calm. Internet research offers many possibilities and a lot of information. Important is the question about the seriousness of the source, is the content relevant for the company and its customers and/or employees?

When is content interesting at all? In addition to determining the target group, one must also ask oneself what is to be achieved with the text; this inevitably means putting oneself in the position of the reader. If a text is exemplarily titled “What is the difference between supply chain and logistics?”, a catchy text is expected, which should pick up people who have just started to deal with the topic or just want to have short, concise and accessible information. If this short and simple version is then perhaps underpinned with a little humour or if the subject is illuminated by an analogy, for example, a “simple” text can also become entertaining for connoisseurs. If you want to explain the difference between supply chain and logistics in this way and compare it with a marriage, it could look like this.

The title makes the difference

Experience shows that you get the best click rates when the title appeals to people. Sure, next to the picture of the post it’s the title that catches the eye first, and it has to attract people. Let’s take the example “Scenes of a marriage” – a complex or “difficult” topic is linked to something everyday, the reader can identify himself better and, above all, understand the topic better. As long as a text is not exclusively for a broad specialist audience hoping to learn about the latest scientific developments, this way of explanation is recommended to pick up the “interested layman”, who in this case is also the writer himself. To deal with certain topics from a “fresh” point of view can therefore lead to a very entertaining text.