If you’re reading this newsletter, then odds are you understand the powerful pull of good content. Words have the ability to conjure goals, hopes, dreams, and ideas, and they’re an integral part of building your brand. If you don’t communicate with potential clients, how can you expect them to trust you?

You can build that trust by crafting quality content on your website and in your advertising. Once you start looking, you’ll probably be surprised by just how many words your company puts into the world each month. We could spend all day going over tips of the trade, but, whether you’re just getting started or giving your brand image an overhaul for the holidays, these are the high points you don’t want to miss.

1. Choose a Voice
When it comes to content, consistency is key. Few things are worse than scatterbrained messaging: If your company’s tone is upbeat and slang-happy one moment and serious and pedantic the next, your customers will develop whiplash, and, worse, they won’t have a good understanding of who you are. Your best strategy for building a bond with potential clients is to pick a coherent company identity and stick to it.

2. Speak to Your Demographic
Picture your typical customer: Are they male or female? Blue-collar or white-collar? Tech-savvy or old-school? Once you have their traits nailed down, gear your copy specifically to them. If you write with your potential customers in mind and consider things like jargon, tone, and message, then they’ll better identify with your brand and be more likely to do business.

3. Get Personal
If you can remind your customers that your company is made up of people just like them, then you have a better chance of earning their business. Showing your audience a real person in your copy is a great way to build authenticity and trust. Try personalizing your blog posts with your own signature, letting employees write their own profiles, and including information about employees’ lives outside the office.

4. Go Multiplatform
If you’re producing quality copy, then why not blast it on all frequencies? Facebook and Twitter posts require a different touch than long-form blog posts, but having a social media presence can be a real asset to your brand. In 2014, HubSpot found 80% of companies saw increased traffic to their websites thanks to social media marketing efforts. Don’t miss this opportunity to get your brand in front of more people.

5. Hire an Editor
If you plan to have a blog on your website, send out print marketing materials to customers, or post regularly on social media, then you can’t afford to skip this step. Even if you contract an editor for just a few hours each week, it’s crucial to get professional eyes on your content; it can make or break your brand’s reputation. According to Business NH Magazine, one study showed that businesses with spelling and grammar errors on their websites lost twice as many potential customers as those with clean copy.