I’ve also been guilty of this at times, trying to come up with catchy titles or using slang to connect with my audience.
Being able to communicate effectively in your writing is more about clarity than tenderness, more about the right words than many words. You want them to know you and your brand. And that requires being open.
Writing well is not easy. But it’s always revealing. and personal
Think of powerful speeches you’ve heard: Kennedy’s inaugural address or Brene Brown’s TED talk on vulnerability. They stir you They empower you.
You want to do the same with your customers and consumers. Connect with them emotionally. Deliver the information they need so they can understand it clearly.
That is the power of great writing.
It is true that you may decide to hire someone to do your promotional writing. And that’s fine. Still, having good writing skills will help you know good writing when you see it.
To help you develop good writing skills, here are 8 business writing essentials to keep in mind when hitting those keys:
1. Turn down the volume. You don’t need to throw words at something in the hope that someone will connect with even a part of what you say. The Gettysburg Address was only 272 words long and continues to inspire more than 150 years later. Keep it as short as possible while communicating what you want to share.
2. Keep it simple. Multi-syllable words (see, I just did that right there) are generally not necessary. Research has shown that even highly educated people understand better when things are expressed simply, especially when they are under stress. When you communicate your solution to a customer problem, are they stressed? Probably. Make things easy for them and write in clear, simple writing.
That doesn’t mean you have to oversimplify. Give people credit for being able to appreciate the complexity of what you do. Find the balance between simplicity and conveying important points.
3. An idea, a phrase. What I see most often when people write is the run-on sentence. Trying to fit a lot into one sentence, even if the parts are related, only confuses the reader. Keep the sentences short. One and done when it comes to ideas. This is especially true when you write for marketing purposes.
4. Accuracy is important. Get your facts right. Do the research. Find the information you need. In most cases, it’s right there on the internet. Be prepared to back up what you write.
Look for typos. Always use your spell checker. If you don’t have an eye for typos, let someone else proofread your work before you hit “Submit.”
Bad spelling, especially with the spell checker available, makes it seem like you don’t know what you’re doing. “Sign up for the webinar” and “So much fun, they won’t even know what they’re learning” for children’s software is less likely to get clicks. No matter how great your ideas are, you run the risk of being overlooked.
5. Good grammar and punctuation are beautiful to hold. For me, there is nothing more discordant than a poorly constructed sentence. Here are a couple of examples: “Rachael Ray finds inspiration in her family’s kitchen and his dog.” And, “If the smallest hole appears after 6 months of use, we’ll make another one absolutely free.”
True, I have been a professional writer for a long time. Still, the reason grammar and punctuation conventions were created is to help the reader read smoothly. Help your readers by knowing the conventions and by following accepted grammar and punctuation conventions.
bonds: Beware of the possessive apostrophe. People are more likely to “enjoy our blueberry pancakes” without the apostrophe.
6. Clarity trumps tenderness. Every time. It’s tempting to get really cute when you name or title something. Avoid cute. If the reader is not very clear about what you are talking about, tenderness will not serve you or your product or service. And it won’t serve the customer either. Be as clear as possible, even if it means leaving your cute idea behind.
7. Don’t just write. Communicate. Whether it’s a customer or a colleague you’re asking for feedback, listen to what they’ve said. You are working to communicate. If it’s clear only to you and no one else, it hasn’t been communicated. You have only written. Make sure what you are writing is clear to those you are trying to reach.
8. Write and then rewrite. It’s hard for me to encourage you to do it. I don’t enjoy editing as much as I enjoy writing. But I know it’s good for work. It helps you to be more clear and brief. It helps you visit different perspectives, so you can reach the audience you want to reach.
Writing is an essential way to share the value you offer to your customers and customers. Don’t underestimate that value with poor writing.
Your words matter, in business and everywhere else. Spend time and effort developing your skills. You will be rewarded.
