By Bryan Orr
You may ask, “Why do I need to focus on writing for my business when writing has nothing to do with the business I’m in?” I’m honing in on copywriting, which is basically any writing that you do that communicates with your customer, such as ads, emails, websites, pamphlets, etc.
In this day and age of endless resources at our fingertips via the internet, we’re finding that people are getting bored and overwhelmed with information overload. In order to gain the attention of a prospective customer, we need to be captivating and to the point with what we’re trying to communicate.
Here are 6 ways that you can draw in your reader.
1. Write Titles That Solve a Problem
We tend to want to talk about who we are and all of our business credentials. Here’s the thing: Most prospective customers don’t care about your business, they want to know what’s in it for them.
Instead of selling yourself, sell a solution.
2. Deliver on the Promise In Your Title
You’ve offered something in your title, now make sure you deliver that. If you’ve stated you solve a problem or enticed your customer in some way, make sure you follow through with it, and that your customer feels confident that it’s genuine.
Explain in an efficient manner how you will deliver that promise, and make it happen.
3. Stop Sending Fancy Email Newsletters
Email newsletters are great, but people are swamped with multiple business newsletters daily, so be aware that overly decorated emails with a lot of text will get lost in the jumble.
Be concise, be communicative, but don’t force your reader to spend a lot of time to hear an update on what’s happening in the business. Give them information that will benefit them and make them feel glad they’re connecting with you.
4. Give Many Times Before You Ask
We all know the importance of generosity, and sometimes we feel that we offer a lot to our customers just by being available. Give more. If you want a good review, if you want your customers to be refer you to others, make sure you’re giving them something tangible on a regular basis.
It may be as simple as giving them a quick “How-To” email on something that can benefit them, or a link to a resource that has been helpful to you. Whatever it is, make your customers feel that you’re in this for them. Once you do that, they’ll most likely be thrilled to help out in a simple way, because they are more emotionally connected with you.
5. Write Smaller Paragraphs
There will be times for sending out a long email, or you may have a lengthy piece on your website; when that is the case, keep your text in shorter paragraphs. Give out the information in bite-size pieces and make it easy to read. You may keep your email long, it will just be more easily digestible.
6. Have an End Goal
Maybe you’ve just launched a business website or you’re trying to get a good following on social media. Whatever it is that you’re trying to accomplish, keep it simple on what you want the reader to do.
Don’t send them multiple places or create a confusing sign-up method; try to make it a basic and easy process. Sometimes you’ll have a multiple step process and that’s fine, but every step should be straightforward to the reader with a clear call to action. Do this. Now this. Bam! You’re done, thank you!
Great tips. I’m collecting information for small business writing and will “Evernote” this for future reference.
I have never heard Evernote used as a verb, Jayne. But I love it! :)