Copywriters know many tricks to lure readers in and get marketing messages across. Most small business owners can’t employ full time copywriters so they need to discover the secrets of powerful business writing. Whether you are writing a company blog or newsletter or mailed marketing pieces, you are competing against the many messages your market receives. Learning to write more powerfully is the best way to do this.
Powerful business writing is brief, especially in headlines and greetings. Tell your reader, up front, what you are writing about. Robert Bly and Michael Masterson, expert copywriters recommend that your headlines be useful, unique, ultra specific and urgent.
Many writers make the mistake of using the soft, passive tense. It looks like this: “The football game was lost despite a strong effort by the players.” VERY PASSIVE. Active looks like this: “Despite a strong effort, the players lost the football game.” Much better. Professional writers know to use the active tense. You should too.
Repeat important points, but word them differently. “Our retail store offers a 100% money back guarantee.”, “Feel secure because we guarantee your satisfaction 100% -or we’ll refund your purchase price!”
Use words that convey emotion. Need help? Google “list of emotional words” and you will find several, one of which is over 3000 entries long! Are you a plumbing contractor trying to grow your business? Imagine approaching builders with the following question: “Are you apprehensive (hesitant, worried, bewildered, dismayed) about choosing a plumbing partner for your building business? versus “Are you looking for a new plumbing contractor?”
A great story is a powerful writing tool. Whether it is a true story of how you helped a customer or a great tale of how you got your business started, or the fact that it’s been part of the family for 100 years, stories are compelling ways to create interest. Let readers know who you and your team are, stories of your families and hobbies to create a relationship that will make them want to come to you for products and services.
Use bullets, bold type, italics, indents, borders, white space, color, and other graphic effects to break up your writing. Long paragraphs of text bore readers whose attention spans are shorter than ever. Set off important points with these features.
Being a powerful writer helps you attract attention for your business. You can improve this skill with a little practice and editing. There are easy things you can incorporate into your business writing that will catch your potential customers eye and help you stand out from the competition.
by Steven Schlagel – November 13, 2009