Do you carefully consider the words you’re writing?
I’m not saying that you need to take a course to learn how to be a copywriter BUT words are powerful and if you did or you hired a freelance copywriter it would be money well invested because marketing is a huge part of business, which comes in many forms of spoken and written words.
It is a copywriters job, to arrange words in a compelling, clear and persuasive way and if you’re not one then right now it’s really important to consider what you say. We’re in such a rush all the time and we’re constantly being bombarded by all kinds of news and information at the moment so taking time to slow down means you’ll be able to write more thoughtfully.
Instead of broadcasting, marketing in the traditional sense, churning out ‘stuff’ for your business and adding to the noise just because you should; start thinking about the type of communication you’re putting out there.
How are people seeing it and most importantly how they might feel about it?
When thinking about your words, imagine who you are saying them to and how you are saying them, it will make a huge difference in your business communication.
Although before you start looking at your copy you need to start off by having a clear businesss strategy so that your message will be clear and it will connect with the right people – so get to know your clients problem.
If you’re offering different things or your not being super specific about who you help and how you actually help them then you will struggle to engage people.
“The two words ‘information’ and ‘communication’ are often used interchangeably, but they signify quite different things. Information is giving out; communication is getting through.” – Sydney J. Harris
Don’t you just love that quote?!
It’s also worth pointing out that depending on what you do it’s no longer neccessary to write in a formal, corporate way, be yourself, write like you’re talking to a friend. People buy from people so as well as getting your face out there a bit more on social media it never fails to write in a more relaxed and casual way. Use simple language and avoid technical jargon unless you’re confident that your audience understands it, otherwise you will just bamboozle people instead of wowing them.
Again, depending on your business, your communication doesn’t have to be dry and full of heavy stats and figures, tell stories that are interesting and relevant. Humans love stories and by doing this it will build trust and loyalty, this will give you a huge advantage over a bigger company. Humanise your copy.
Let’s look at how stories can work in business communication aka content marketing:
The aim of using storytelling as a marketing tool will help clients or customers connect the stories they hear to the benefits of your service or product. Telling stories that are not connected to your brand or unique offer will entertain, but won’t offer value or sell your service or product.
When developing your story, you need to identify how you help your clients or customers.
What problem does it solve?
What benefits, not features, does it offer?
What makes your solution different from the competitors’?
The answers to these questions will guide you through the process of creating compelling content that has business value!