It’s taken me a while to get here but I’m starting to believe that almost everything in life comes down to marketing and almost everything in marketing comes down to how well we use language.
Whether we’re parenting a twelve-year-old or selling socks, we choose a goal, select a delivery method and create some urgency around motivating the response we want. Although the process is simple, the approach is an art form. Few of us have unlimited resources and choices must be made: do we launch an internet marketing campaign or print more brochures? Develop a blog or stage an event?
Strategic language, gainfully employed, is always crucial: good writing might fly under the radar but bad writing never does and your prospective customer, group member, supporter, employee or sk8r boi won’t hang around if they’re bored or confused. What’s worse, you won’t get the outcome you want. Optimize that website? Of course! But for pity’s sake make your sentences sing so once you’re basking in all that attention your message is credible and convincing
The process is the same for almost every document you create:
- Set a goal – do you want to report, analyse, promote or inspire?
- Determine who your audience is and what they need most so you can use language that speaks directly to them when you write.
- Research your topic thoroughly.
- Organize your material strategically.
- Write a first draft.
- Edit relentlessly.
- Proofread what you’ve written.
If hiring a professional copywriter isn’t in the plans, learn as much as you can about writing well or designate someone within your organization to take over the important task of getting your message out effectively. The right words work!
Am I missing any steps in there or do you have any other advice to help people streamline the process of writing for business? Please leave me a comment in the “Comments” section below — I’d love to know what you think!
I periodically tweet about issues that matter to corporate communicators and others for whom business writing is important so please join me if interested at www.twitter.com/CrossmanCom. Alternatively, if I can help you use language to reach your audience more effectively, please contact me at email@example.com.