It's impossible to be in business without producing some written communication. Whether it's a press release, a brochure, an article, or a product sheet, sooner or later, you'll have to put pen to paper (or fingers to keyboard!). And when you do, use these tips to maximize your message!
1. Know your audience and keep them in mind as you write.
You must always know who your intended audience is for a communication piece. Who's the target market? Why is this so darn important? Well, because if you don't define your market, how can you write to your prospective clients about the things that matter to them.
2. Know the difference between features versus benefits.
Put yourself in the mind of your prospective client and view your product or service from their point of view. Most business owners can tell you about the "features" they offer, but not always about how those features "benefit" the customer. And since the customer is - by definition - the person purchasing your goods or services, doesn't it make sense to focus on the benefits to them.
3. Do some competitive research and use that research to enhance your marketing materials.
The Internet offers you great opportunities to see how others in your field are marketing themselves. You might find approaches that you can adapt to your own business.
4. There are few things worse than a blank piece of paper!
Don't worry about style or grammar, just get the words out. Afterwards, you can go back and revise, edit, and polish.
5. Write like you talk.
a) Go for a conversational style. You're building a relationship with prospective customers, so it's okay to let your personality shine through. b) Talk directly to the recipient of your letter or email; you want to tell them why they're hiring "you."
6. Break some rules - starting with these two!
Do not use contractions. In most business communications, it's okay to use contractions. Using contractions contributes to conversational style.
Don't end a sentence with a preposition.
7. Avoid passive voice.
Use active voice instead.
8. Give yourself enough time.
It's hard to write well. It's even harder to write well - fast. Whenever possible, plan to allow enough time to write, leave the copy for a couple of days, and then return with fresh eyes.
9. Be kind to your reader.
Write the shortest sentences possible. Break long ideas into shorter paragraphs. If you're writing a long report, use subtitles to break up your text, and help the reader follow your path.
10. Talk directly to your reader.
This is especially important in creating a relationship with a reader, a potential customer or client.
