Do you write for your business and want to make your articles, emails and social media posts more appealing? In this article, I’m going to share 3 tips I regularly share with my clients to help them improve their writing.
1. Think about why someone will read what you’re writing
When it comes to your business blog or a post on LinkedIn, no-one has to read it. This means anyone who does will be actively choosing to spend their time on it. You need to hook them from the start and keep giving them reasons to continue.
Why would someone read your article? What will they get from it? You can use your writing to:
Be clear about why you are writing from the beginning and when you have finished, go back, read it through and ask yourself if it’s clear to your reader why they should give you their time.
For example, I assume you are reading this because you are writing for your business and would like to know how to improve your written communication so people spend longer on your posts, and get to know what you’re about.
2. Write to one person
Try not to write ‘how are you all?’ or refer to ‘all of you’. It feels less like you had something to share with me, and more like you are broadcasting.
When you publish your work, you are hoping more than one person will see it. Whether you are writing for your blog, putting a post on social media, or emailing your list, if only one person saw it, you might not feel too happy.
But from your reader’s point of view, you are having a 1:1 conversation with them. You’re not on stage with an audience in front of you. You are on their mobile, tablet, or computer, sharing your knowledge and opinion with them. You want to create that personal connection.
When Terry Wogan was host of the Radio 2 Breakfast Show, his advice to other presenters was, “you are speaking to one person”. Broadcasters don’t want to sound like they are broadcasting. You don’t either.
3. Talk less about ‘we’, and more about ‘you’
This is an extension of talking to one person. Have you noticed how throughout this article I’ve used ‘you’ at least 40 times by now? I’ve referred to myself about 3 or 4 times. Websites in particular often talk about how ‘we’ do this, or ‘we’ believe that, or ‘our approach’. Your reader doesn’t care about you. They want to know what’s in it for them.
Write to your client. Make them nod along in agreement and see themselves in what you’re talking about. Show them you understand their hopes and dreams and that you know what they are looking for.
Use these 3 tips when you are writing to create engaging articles, social media posts and emails that speak to your ideal clients.
Have you got a top writing tip? Let me know in the comments.
Do you wish it was easier to talk about yourself in your content marketing, social media, or emails?
This ebook gives you 9 ways you can tell your story so that you can let your audience know who you are, what you do, why you do it, and why it is for them.