28 Nov Does Your Writing Matter?

How to create content that your readers will love

Written by Daniela Cavalletti

3 min read

What’s your favourite blog, magazine or newspaper? Which websites do you love reading – and keep coming back to? Have you ever seen an advertisement that stayed with you for a long while?

I bet you have.

And chances are, each time their writers were saying something that mattered. Something that mattered to you personally.

You Are Always on My Mind …

Those ads, websites, magazine articles, blogs, etc. held your attention because you could quickly find out what their writer was trying to say. Plus the content was relevant to you, not just someone harping on about themselves and what they do.

The piece that caught your eye and had you hooked – it may have been funny, entertaining, silly, serious, educational, or even pure marketing.

But what these pieces of written communications have in common is professional, engaging writing – with you, the reader in mind.

It’s Your Baby, Too

These writers “got” what you needed, what you were looking for … all the reasons why you noticed their communication piece in the first place. They concentrated on your needs, rather than just talking about themselves and what they want to sell. The focused on what matters to you.

People and companies can get very wrapped up in their own jargon, their way of talking about their ideas, offers, services and products, because they are just too close to the topic they write about. Hey, it’s their problem or business – their baby – after all!

Wrong.

Step Into Your Reader’s Shoes

That blog you cannot get enough of? That magazine you’re religiously buying every issue of? What makes them so attractive to you is that they make you feel connected, understood and spoken to. Yup, … it is – and should be! – all about you.

So when you write for your own business or other purpose – if you want someone to notice you, take some action, or learn something from your writing – you’ll need to put yourself into your reader’s shoes.

You need to speak in their language, be clear, avoid jargon, and address their needs and problems.

You Were Saying …? Business Writing Gone Bad

Whether it’s marketing content, recruitment ads, or online dating profile – there are some shockers out there. We’ve all seen them. In business writing, I love marketing guru Seth Godin’s classic example of copywriting gone seriously haywire:

“The firm will remain competitive in the constantly changing market for defense legal services by creating and implementing innovative and effective methods of providing cost-effective, quality representation and services for our clients.”

Now, I am sure you’ll agree: there are better ways of saying whatever it actually was the writer intended to communicate!

Writer’s Block? Don’t Worry

What do you think your readers, clients and prospects love to read? Do your blogs, eDMs and newsletters always go out on time? Or is it hard to think of a new topic every time?

We all struggle at times to keep our writing fresh, flowing and fun. Don’t worry; you’re not alone! When I hit a wall with any of my writing, I like to step away and do something completely different for a while. Going for a walk or listen to some music. Or simply write something that is very different in style (e.g. a sales letter when I was trying to write a casual-tone blog post).

All that will help me get my writing-mojo back.

As long as we always remember that writing is never about us, but about what valuable thoughts and stories we can share with our reader in a way they want to be talked to, we’ll get there.

So … what makes writing in business fun for you – and what makes you furious about constantly create content to stay ahead of the competition?

Fire away, we’re listening.

Calling in the Professionals!

And if it’s just too tiresome to get your head around the many writing tips, tricks and pitfalls of creating for your own marketing and business content, try getting a professional copywriter involved. Us wordsmiths will free up your time and help you concentrate on the myriad of things that only you can do in your business – and that you actually love doing.

Asking someone external to join the team does not mean you lose control of what’s written. A copywriter or editor helps you say what you want and need to say – in a way that lets you get on with things.

While your message is heard loud and clear by those whom you want to get noticed by.