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Powerful Business Writing
Copywriters know many tricks to lure readers in and get marketing messages across. Most small business owners can't employ full time copywriters so need to learn how to make their own writing more powerful. Whether you are writing a company blog or newsletter or mailed marketing pieces, you are competing against the many messages your market receives. Learning to write more powerfully is the best way to do this.
Don't beat around the bush in your writing. Expert copywriters Michael Masterson and Robert Bly recommend that you write headlines and points that are useful, urgent, ultra-specific and unique. The most important message should be first and you should be brief. Let your readers know right away what you are trying to tell them.
Many writers make the mistake of using the soft, passive tense. It looks like this: "The football game was lost despite a strong effort by the players." VERY PASSIVE. Active looks like this: "Despite a strong effort, the players lost the football game." Much better. Professional writers know to use the active tense. You should too.
Important points should be repeated in your writing. Rewrite it so you are not saying the exact same thing repeatedly. But do rewrite and repeat special items you want to draw attention to like features, special promotions or guarantees.
Use words that convey emotion. Need help? Google "list of emotional words" and you will find several, one of which is over 3000 entries long! Are you a plumbing contractor trying to grow your business? Imagine approaching builders with the following question: "Are you apprehensive (hesitant, worried, bewildered, dismayed) about choosing a plumbing partner for your building business? versus "Are you looking for a new plumbing contractor?"
One of the most powerful and effective writing methods is adding storytelling. Create a case study of a customer and how you served them or tell the story of your business and how you got started. Let your readers know about the hobbies and interests you have outside of work. The more they feel they know and like you, the more likely they are to become a customer.
Use bullets, bold type, italics, indents, borders, white space, color, and other graphic effects to break up your writing. Long paragraphs of text bore readers whose attention spans are shorter than ever. Set off important points with these features.
Being a powerful writer helps you attract attention for your business. You can improve this skill with a little practice and editing. There are easy things you can incorporate into your business writing that will catch your potential customers eye and help you stand out from the competition.
About the Author With 30 years of consulting experience, Steven Schlagel offers training and coaching for startups, entrepreneurs and small business owners. Check his site for more articles to increase your success!
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