Why the way we write is so important
Did you know that there’s a way to influence more than two-thirds of potential customers in your first contact with them? That there’s a simple way to create a connection that might lead to a lasting business relationship? Well, there is.
According to Adobe’s 2019 report,?Diversity In Advertising, over 60 per cent of customers said they wanted to see inclusivity in content and marketing.?
That is, they wanted to see acceptance and respect for human diversity including people with disabilities, and people of different genders, sexualities, religions, ethnicities, languages, and cultures.
What’s wrong with content now?
According to research by the polling firm IPSOS, more than 60 per cent of people say they do not feel represented in the content created by companies, right now. Incredibly, more than 70 per cent said that they simply couldn’t recognize the world in most advertising and content!
By creating content that is inclusive, you can help to build trust with your customers and potential customers. Over time, this can lead to brand loyalty and long-term relationships with people. It’s also a powerful driver for positive social changes.?
Did you know, for example, that people with disabilities are particularly under-targeted in advertising but that audience has $2 trillion to spend each year, globally? That’s a lot of money to leave on the table for failing to include just that group.?
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Making your content inclusive
It’s easy to tell you the cost of failing to be inclusive, but how do we change that approach? Well, there are some simple steps you can take:
Final thoughts
The case for creating inclusive content is abundantly clear. It’s profitable. It creates brand loyalty. It’s the right thing to do.
It’s also surprisingly easy to do if you follow the steps outlined above. So, why not make a start on creating more inclusive content, today??