10 Ways To Boost Business Through The Written Word
       By: T Dooley
Posted: 2007-05-31 11:01:14
In business, how and what you write defines who you are and sets up a first impression of what you're about. And that is true whether you are crafting a four-line email message to your employees or you are communicating with clients, prospective clients, suppliers and the media.What's more, today's technological environment means that the written word has a greater impact than ever before.So how do you make sure you communicate effectively and - more to the point - how can you make sure people stop to read what you've got to say?Easy! Just apply the following tried-and-proven copywriting techniques to everything you write...1. Have something to write about.
Sounds obvious. But you'd be surprised how many business memos and the like I've come across that don't really say anything. Stop and think before you begin to write. Brainstorm a little. Then jot down the main points you want to make. You can't write clearly if you're not clear in your mind about what you want to write about. Keep rambling strictly to open fields.2. Speak up!
Writing is based on speech. So write your words as if you were speaking them. Better still, imagine you're talking to someone you know. That's not to say you should wax lyrical about your new car or your recent trip to Europe. Remember, you are always a company representative of some sort. Focus on writing sincerely and openly, and with an upbeat tone. Finish by reading it aloud. That way, your copy should be compelling, involving and flow fluently. If you stumble over parts, re-write those bits.3. Be a somebody, not a nobody.
You want to grab your reader's attention, not put them to sleep, right? Use your personality. "But I haven't got one!" Then invent one. Aim to sound fresh, lively, bold, fun... Just don't hide behind formal, stuffy third-person language. And avoid Dickensian or Joycean language terms - such as 'herewith' and 'amongst' - like the plague. This is the 21st century, you know!4. Respect your audience.
Your readers are probably short on time, and have 1,001 things to do besides reading your prose. So cut to the chase. Use the first sentence or two to tell them why they should read further. In addition, bear in mind that writing for your customers requires a different approach than writing for employees, co-workers or bosses.5. Break the rules.
In business, time is valued dearly. And time is money. So ditch that 10-page statement and write tight. Copywriters tend to be brisk writers. We've got to be - if we want to hold our reader's interest. Use short words, short sentences, and short paragraphs. Varying the lengths makes for easier reading, and will avoid boring your reader. Generally, it's best to stick to one main idea per sentence. Don't be afraid to break the rules, either. Fragments are fine. They're snappy when used correctly.6. Keep it simple.
It worked for McDonald's, and it's still relevant today: Keep It Simple, Stupid. That means no clever writing, no metaphors, no foreign words, no distractions, and certainly no fibs. Write factually and to the point, using everyday language whenever possible. By ditching jargon, legalistic and fancy words, you'll avoid alienating or bewildering your reader. If you must use technical terms, be sure to explain what they mean.7. Ready? Steady? Action!
Choose the active voice, not the passive. For example, change "I'll do it" to "it will be done by myself". Add benefits for added impact. "You profit from our years of experience." This approach will keep your target audience emotionally involved, creating desire for your product, service or other offering.8. Get double-checking.
Good business writing is accurate, precise, specific and reliable. Don't pore over the details. Just get them right! Editing is all about refining your work to ensure your message is clear. Check for inconsistencies, repetition, and ambiguity. Watch out for punctuation, spelling and grammatical errors, too. As well as confusing your reader, they can kill a sale or destroy your message. Re-write and fix up any problem areas. Don't trust yourself to edit properly? Hire a freelance editor or proofreader. It's a surprisingly cost- effective solution.9. Seek feedback.
Show your final draft to someone you trust. You can learn a lot from how they react. Besides, there is always room for improvement. Too afraid to reveal your prose? Give it the overnight test. You'll be amazed at how different things seem the next day. It will give you space to have a clearer idea of what you should be saying.10. Be positive.
Instead of, "We don't have the widest experience," try "We have the right skills to provide the right solutions for you." Negative statements do little other than demean or discourage the reader. Make use of positive statements. And be positive in your writing abilities. You'll soon find you are writing informative, persuasive, order-generating, or sales-clinching copy.By following the above tips you will soon be developing powerful written documents that immediately draw in your readers and keep them hooked until your very last, well-chosen word.
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