Creative writing connects the two worlds of need and supply by understanding both the customer pain and the brand solution. Simplifying the message helps to convey the purpose and vision while building trust in the brand.
Creative writing is not an armor of fancy words but a weapon that thrives on a combination of skills and attitude. It sustains on three aspects namely language skills, focus and transparency. While language can be trained, focus is an internal discipline to be cultivated and transparency is the moral courage derived from what you believe in.
The primary function of language is to communicate and not to show off what a great vocabulary you have. Know the rules of grammar and type-space before you break them to suit audience and context. For example, a headline or a bullet point need not be a complete sentence, just a keyword header will do. Type spacing is equally important. It helps to know in advance how many words can fit into the space. If you break a sentence in the wrong place, you will change the intended meaning of the message. Also be aware of cultural contexts as words can take on multiple meanings as the geography they are used in changes.
The end goal of language is to lead thought into action. Therefore focus is important. Ask what you want to achieve with your web/mobile site. Is it to inform, to entertain or to drive sales? Defining the goal is crucial in creating the right user experience. If the intention is to inform the audience about your brand, then you need to include details about the company profile, its promise and what it does, so that the brand becomes visible. If the intention is to make the web a platform for sales, then your content should direct users to perform specific tasks.
Often ignored but vital in creating trust is the element of transparency. The content has to be accurate, authentic, and should not mislead the audience. For instance, the image of a hotel room/apartment you booked should clearly specify whether it is indicative or actual. Contact names and numbers should be clearly visible and easy to access. Copyright and privacy policies should be respected and followed.