Companies are communicating in writing more than ever, with various platforms replacing the traditional print and TV/radio advertising. The written word, in whatever form, is used to attract and retain customers, suppliers, investors, lenders and other key stakeholders. Each of these may require different levels of information, but ultimately they are all interested in your story. Where is your business going, how will you get there and “what’s in it for me?”
Pay Attention to Detail
Whether you’re writing marketing copy, emails, tenders or a business proposal, some basic rules apply. Some relate to what you write – the content – while some relate to how you write it. Both will leave a lasting impression on your reader, so it’s important to make sure it’s a positive one! Spelling, grammar and punctuation are important in clear and professional communication. If you don’t spend time getting this right, what does it say about your care factor or attention to detail in other areas of your business?
Easy-to-read Copy the Way To Go
Writing copy that’s concise, jargon-free and engaging will keep your readers interested. If it’s sloppy or hard to follow, you’ll lose them quickly. It may be worth investing in a copywriter or proofreader if this is not your strength. You can find them on many freelance sites.
Tailor Content To Your Target Audience
Once you are creating clear copy that’s free from error, your readers can enjoy your content without distraction. So, the next step is putting together the right topics to cover. To do so, think about your intended reader. If your goal is to boost revenue, your content will need to appeal to potential new customers, as well as your existing followers and customer base. Before you start writing, ask yourself:
- What sort of customer do I want to attract?
- Are my customers in a distinct demographic group?
- What are my customers’ interests; what information can I give them that’s useful and interesting?
Your content should then be aimed at your target audience. For example, if you are a dentist and you know that a large sector of your customers are parents in your area, you may write about healthy snacks for children that won’t rot their teeth. Throwing in a local element – say, featuring a customer, school or landmark – will also help to bring relevance to your writing and connect with your audience.
People Don’t Like Being ‘Sold To’ But They Do Like Buying
Next, think about all the questions your customer would ask regarding your product or service if you had a face-to-face meeting. Try to weave these answers into your writing. It may sound obvious but giving your customers useful and interesting information makes them want to read your content. Customers don’t like being ‘sold to’, but they do like buying things! They will make the purchase decision based on an emotional connection to your product (for example, via a story that’s relevant to them) and a logical justification of the features and value for money.
Show Me the Money
So, how does this translate to revenue? Regular informative content brings you goodwill from your customers – you’re giving them lots of information for free without asking for a sale, and this will ultimately build trust in your brand and you as the expert.
Good writing gets read, and will also get shared. More people start to read your content and awareness of your business grows. This leads to increased traffic and enquiries on your website. Engagement helps to retain customers, leading to repeat business and higher sales volumes. As the perceived expert, you may be able to increase prices, growing your revenue with very little additional cost.
Need help writing a media release? Follow these 7 steps.