The Importance of Utilising the Correct Writing Style

Updated: Feb 21, 2024 | |

In the rapidly evolving digital landscape, effective communication has an outsized role on the success of your digital marketing. As digital content becomes the lynchpin of marketing strategies, understanding and applying the correct writing style across various formats—be it articles, newsletters, EDMs, or social media posts—has never been more crucial.

Why Writing Style Matters

The essence of a compelling digital presence lies not only in the information conveyed but how it’s presented to the audience. Each writing style serves a distinct purpose, influencing how the message is received and perceived by your target audience. For automotive businesses, where the goal is to connect, engage, and convert, adopting a versatile approach to writing can make the difference between a prospective customer scrolling past or taking the next step in the sales funnel.

Different Styles for Different Formats

In order to maximise the effects of your marketing, its crucial to adapt the style and tone of your writing for different formats. Below are some examples of common formats and the differing purposes and needs of each.


Articles, especially those aimed at providing insights or industry news, require a balance between informative and engaging. The style should be authoritative yet accessible, ensuring the content is perceived as credible and trustworthy. For instance, an article discussing the latest automotive trends might adopt a professional tone but use layman’s terms to explain technical aspects, ensuring it remains accessible to all readers.


Newsletters serve to keep your audience updated and engaged with your brand. The style here is more conversational and personal. It’s an opportunity to speak directly to your customers, highlight offers, share news, and provide value in a way that strengthens the relationship. A successful newsletter might include a mix of content types, from educational pieces and industry news to personal stories and behind-the-scenes looks at your business operations.

EDMs (Electronic Direct Mails)

EDMs are targeted and action-oriented, designed to prompt an immediate response from the recipient. The writing style for EDMs should be direct, persuasive, and focused, with a clear call-to-action. Whether it’s announcing a new model launch or an exclusive offer, the message needs to be concise and compelling to encourage the recipient to act.

It’s important not to confuse newsletters and EDMs. Although newsletters will often be sent as an EDM (i.e. through a service like MailChimp) an actual EDM will be far more brief and requires a unique writing style that is more similar to writing an ad. Avoid the temptation to waffle on when it comes to EDMs: keep your writing sharp, persuasive and to the point.

Social media posts

While the dominant platform seems to be constantly evolving, social media continues to stands out as a way of connecting with your audience. The style of writing for social media posts demands a unique blend of authenticity, brevity, and engagement. Unlike the more detailed and informative nature of articles or the direct call-to-action found in EDMs, social media writing style is about capturing attention in a sea of constant updates.

Adapting Style to Audience Preferences

Understanding your audience is key to selecting the appropriate writing style, and starts with considering the preferences and expectations of your target demographic. A younger, more tech-savvy audience might appreciate a casual, upbeat tone, whereas professional clients may expect a more formal approach. Tailoring the style to match audience expectations can significantly enhance engagement and conversion rates.

The Role of Tone

Tone complements style by adding personality to your content. It conveys your brand’s attitude towards the subject matter and the audience. Whether it’s enthusiastic, serious, or humorous, the right tone can make your content resonate more deeply with your audience, building a stronger emotional connection.

If you’re writing an article, for instance, you would want your tone to be far more professional and authoritative than if you were writing a newsletter, which in turn would have a more relaxed and familiar tone than an EDM.

Implementing a Consistent Writing Guide

To maintain consistency across all digital communications, creating a writing guide is indispensable. This guide should outline your brand’s preferred style and tone, providing clear examples for different formats. It ensures that regardless of who is creating content—be it an in-house team or external contributors—the brand voice remains unified, recognisable and appropriate for the desired format.

Trust Retain Media to Make Lasting Connections

Mastering the art of writing is not just about crafting messages; it’s about forging connections, building trust, and driving action. By understanding and utilising the correct writing style for each communication format, brands can enhance their digital presence, engage their audience more effectively, and achieve their marketing objectives.

As the digital domain continues to evolve, the ability to adapt and refine your writing to meet changing consumer expectations will remain a vital component of digital marketing success. Remember, in the realm of content, how you say something is often as important as what you say.

If your writing is struggling to make a connection, we can help. As automotive industry specialists, our capable team of copywriters and SEO experts know what to say (and where to say it) to help your business stand out online and build lasting connections with your customers.

For more information, contact us today for a free, no-obligation consultation.

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