Article by Marilyn Messik
When setting up a new business,communication is key. Here are a few thoughts on writing your crystal clear business message
3 Golden Writing Rules:
~ Don’t over egg the pudding
~ Don’t gild the lily
~ Less is usually more
Let’s face it, people are not inclined to wade through anything that’s not of interest to them. And even if it is of interest, they won’t persevere if it’s too wordy, doesn’t get to the point or doesn’t tell them what they want to know.
Define what it is you have to offer
So, if you’re running a business whether product or service based you need to first decide exactly what it is you want people to know. Then you have to define what it is about what you have to offer that will most appeal to them. And having once decided that and put it in writing you then need to wield your mouse with a very firm hand indeed. If there’s a word you can do without – do without! Your text should be lean, keen, immediately comprehensible to everyone who reads it and attractive to a lot of them.
Isn’t there then a danger, I hear you query, that everyone’s text is going to sound the same as everyone else’s? No, why would it? We don’t all sound the same. Why should our writing? Your text should reflect the person you are, your views, ethics, aims, intentions and personality. It should also of course incidentally give a fair old idea of the service or product you’re promoting otherwise, let’s face it, you’re pretty much on a hiding to nothing!
Don’t be afraid of letting your personality show
Don’t ever be afraid of letting your personality show, after all, the odds are that whatever business you’re in, you’re not without competition. So it’s quite likely that the only thing that will at first glance differentiate your business from another similar one, is your personality. People buy into people, make sure they’re buying into you.
Creating a business message that’s going to bring the results you’re after isn’t as easy as it sounds. Before you can pass your message on to anyone else you have to make sure you have it crystal clear in your own head. You’d be surprised at the number of businesses that actually don’t.
5 key points to build your business message
To give you a framework on which to build your message, take the following five points. These are what people need to know. If you’re answering these questions then you’re giving out the information that’s needed.
Who are you?
What are you selling?
Where are you selling it?
Why might people want it?
How do they obtain it?
If you already have a website, brochure or business card, try applying the above questions. Are they being answered? If they’re not, you’re not telling your clients what they need to know. If you’re not telling them what they need to know, they’ll look for someone else who is.
In 2007 Marilyn set up a copywriting consultancy, Create Communication to work with businesses of all types and sizes, helping them shape their messages to optimum effect. She’s a seriously, serial networker on the businesswomen’s circuit, holds successful communication workshops, is currently writing the last two of a series of Little Black Business Books and has returned to her blogging roots – although back in the day, publishers simply called it a ‘diary’.
www.createcommunication.co.uk
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