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In marketing, what you say matters, but how you say it can make or break the way your message comes across.
Pioneer’s account managers focus on making sure all the right information is included. Speeds, pricing, features. But what really makes something work is how it feels to the person reading it. That is where editing for experience comes into play.
When we edit for experience, we don’t just proofread or fix grammar. We take a step back and ask, “If I saw this for the first time, would this make sense? Would I care?”
I run into this a lot working on broadband campaigns. A common starting point is something like “Multi-Gig Speeds Available.” It is correct, but it does not really say anything to most people. It feels technical and easy to skip over.
When we change that to something like “Faster internet for everything you do,” it immediately clicks. It connects to real life. Working from home, streaming, gaming, all of it. Same service, just a better way of saying it.
We also edit for who a utility is trying to reach with a campaign. Understanding your audience can help you tap into what matters to different persona groups, as CLtel Chief Growth Officer Chris Lovell explained in “StoryConnect” episode No. 301.
Another thing I see often is the way small wording changes can completely shift how a message is received. Sometimes it is not about rewriting everything, but simply softening the language, making it more welcoming or aligning it more closely with the brand’s voice. Those small edits can make something feel more approachable and easier to connect with.
Keep these four things in mind when editing for experience:
- Clarity over cleverness. If someone has to stop and think about what you mean, it is not working.
- Focus on real-life benefits. Technical features are great, but people care about how it actually helps them day to day.
- Keep the tone consistent. A local provider should feel friendly, straightforward and easy to trust.
- Make it obvious right away. Especially with things like billboards or mailers, people should know exactly what you are talking about in seconds.
At the end of the day, editing is not just about cleaning things up. It is about making sure the message connects. When it feels right, everything else tends to fall into place.