Be the Author of Your Own Success!
Get writing for your business
If you own or manage any sort of enterprise, it is unlikely you will be able to avoid having to generate written copy for a business communication at some point or another
Of course, there is always the option to engage a professional copywriter – and when you are under pressure, this can make best sense. But if you do have the time and the inclination, there is nothing to stop you having a go yourself. Even if you do use a professional, getting the first draft down in your own hand - however ‘raw’ - will bring the best results giving the copywriter a real feel for what you want to say and how you think it should be said. Leaving your draft copy to be ‘polished’ will save re-writes and save you money in the long-run.
The write stuff!
Effective business communications are generally a blend of both the spoken and the written word, but while most of us don’t think twice about getting our message across verbally - when we find ourselves having to use the written medium to communicate, it can induce a cold sweat.
Build your confidence and get comfortable with writing however and you will be able to take more control - drafting the words for a website, newsletter, brochure, an advertisement, direct mail piece – or any number of other internal or external business communications.
The fact is that there is unlikely to be anyone else as passionate or enthusiastic as you about your business. You will almost certainly have no qualms about being an ambassador for your company in a face to face situation, so why should it be any different when it comes to promoting your product or service in writing? Why should taking up the pen or pressing digit to keyboard be any more difficult than expressing yourself in the spoken word?
Well, for starters, when writing, we are stripped of many of the tools we rely on in face to face interaction. There is no option to simply depend on a tasteful tie to grab attention, on a charming personality to retain interest or a razor-sharp wit to amuse and entertain.
By its nature, communicating face to face is a two way street, we have the opportunity to read the response of the person we are speaking with, and sense how the conversation is going from the reactions they give, the tone of their voice, their facial expressions and body language. Even on the telephone, we can pick up good or bad vibes to react and adjust accordingly.
Not so in the written medium. But with a little planning, writing for business need not be something to fear.
Just get scribbling - the more you write, the more confident you will become. You are not out to win the Booker Prize here, simply to get your message over effectively. Even rusty spelling or creaky grammar cannot be used as excuses thanks to checker tools on your pc.
Break your writing down into 3 stages;
Stage 1: Prepare & Plan
It sounds obvious, but it is very easy to get carried away and jump right in, putting pen to paper before planning properly. Don’t start worrying about beginning to write until you have an outline plan.
In bullet-point format, set out the key points you want to make and then arrange them in the order you want to make them.
Stage 2: First Draft
A good tip is to put your first draft copy together as you would speak. Don’t worry about the words you are using, the length of your copy or how it may work in the medium you are going to use. Just get it all down. Once you have everything in one place, it will be easy to manipulate and edit.
Stage 3: Edit
Now you can begin to craft and fine tune your message. At this point, you will need to consider the space that you have and the way that your words will be read. The way you structure your copy will depend on the medium you are writing for. Your audience will approach a brochure in a very different way to a website – and an advertisement will be different again. Just put yourself in your readers’ shoes and imagine how they will scan and digest your words.
It really is as easy as that. There are however, a few simple rules to keep in mind as you plan and write;
1. Know your audience
Consider carefully the audience you are communicating with. Think what will make them interested in what you have to say and most importantly – what will make them take the action you want?
2. Set your objective at the outset
Before drafting anything, be clear about your objective. What is it you want to achieve? Try not to mix too many different objectives as this will only confuse your audience.
3. Decide on ‘tone of voice’
The tone of voice you use must reflect the image you want the reader to have of your brand. Depending on what the communication is, you will need to make adjustments. A newsletter or a blog for example, is likely to have a different writing style to a corporate brochure or website.
4. Less words – more impact
Remember, you are not writing a user-manual (unless you are writing a user-manual). Your audience will want to pick out the facts – and quickly. Get to the point and do not lose your key message by burying it in text that is superfluous.
5. Use strong headlines
You will have just a few seconds to get the interest of your audience before they turn the page, click the mouse or crumple and consign to the round filing cabinet under the desk. Headlines are key. Make them punchy and keep them short. Think about a creative, attention-grabbing headline and use a sub-header if you need to be more explicit about content.
6. Call your reader to action
Be sure to state clear calls to action so your reader knows exactly what you want them to do.
7. Proof-read carefully!
Arguably the most important rule of all. It is worth spending time checking any written communication carefully. The consequences of not doing so can range from embarrassing to extremely costly. Circulate it to as many colleagues as possible for comments and approval.
If you would like more information on how to draft powerful and effective copy for your business, contact Deep on 07801 192552 or email contact@deep-mc.co.uk
