Writing throughout our life has always been important. From the day we learnt to write our names through to writing assignments, writing our resumes, applying for jobs and of course in business. Especially in business, you need to have a degree of writing ability – or have someone on board who can write for you. Whilst we have video and imagery as important aspects of marketing, writing is still a fundamental and critical aspect of communication, especially in marketing. Think about it – you need to be able to write a lot when it comes to business and especially business marketing.
Why writing in business is important:
Writing fosters relationships
Whether it’s creating new relationships or staying connected with those you already have a relationship, writing plays a big part. It’s interesting, from my writing, I have people connect with me who say they have been following me awhile and almost feel like they are my friend or know me. I connect with my ‘audience’ on a very personal and authentic level. One of my ‘things’ is that I write conversationally. I write like I’m sitting down with you and having a coffee or wine. Just having a chat and sharing information with you.
Writing delivers information
We’ve all heard the old expression ‘there is more than one way to skin a cat’ (for those who love cats, you know I’m an animal lover, so would never do that). We could get information across in a very boring and flat way or make it just a little more interesting. Have a little fun, be interesting but also deliver the message, information or knowledge that you are imparting.
Writing compels and sells
Absolutely! A good salesperson will compel and sell. This can be via video or in person or (yep you guessed it) via writing. Someone who writes well, knows their audience, talks to that person as if they are talking to them and not everyone man and his dog) will achieve better results. There are a number of strategies to connect with your audience, one of which is niching. Below is a link to another article I wrote on this subject, very relevant.
Writing is critical for newsletters and email marketing pieces
I am sure most businesses have newsletters or email marketing as part of the marketing plan. If you don’t, why not? Whilst there are a couple of business types where email marketing may not be ideal, too many businesses think they fall into this category. They don’t action email marketing and miss out. However, their competitors do understand the value and are getting ahead. In business, you need multiple streams of marketing; don’t just rely on one or two things; have a good variety.
A well-written website brings in business
Many website designers are just that – designers. They are often (although not always) writers. They may outsource the writing to others, but who knows your business better than you? What is the purpose of your website? If it’s to get people to enquire about your services, then do the words on your site work in your favour – or do those words work against you?
Google loves writers
Yep, Google loves writers. When you write fresh new content for your websites in the form of blogs, you are getting on Google’s good side. Be sure the content is original, relevant and of a decent size (the optimum blog length is 1250 words). When I train clients in blog writing, my biggest message is to write for a human. Some SEO people will say “load it with keywords”, however, whilst being conscious of your keywords, do not ‘load’ your article. Write interesting content and be consistent in adding content to your website and you will be helping your website ranking. I blog once a week (religiously) and have been sitting on page 1 of Google for almost a year for my business coaching. I didn’t spend a fortune on SEO or do anything tricky, I just blog regularly and have a few Google friendly strategies.
Business writing will boost your credibility & attract respect
When you share your expertise, whether it be a blog, eBook or book, you are often showing yourself as a person who knows what they are talking about and has an abundance of knowledge and skill in their particular field. An eBook is a great ‘free’ offer to put on your website and attract prospects and gain email addresses. However, the subject and title need to be ‘kick-ass’ in order to be a strong drawcard. Consequently, you will have greater confidence and attract respect, even from your competitors.
Great writing can create opportunities
Written communication is an important part of business. Whether you are being seen online and digitally, or you’ve written an incredible proposal, you open the door to further business opportunities. I remember years ago, a franchise author contacted me after seeing some of my articles. He loved what he saw and asked me to be a contributor to his Franchise book. I’ve written for both printed magazines (ie My Business) and digital magazines and been a guest writer on a number of business sites. Whilst at times I’ve been paid for my writing, most of the time I have done it for free, but the exposure has been incredible.
Great writing makes it easy for the media to publish you
These days, particularly local papers, are busy. There are often fewer writers on board, but they need content to publish in order to keep interest in their newspaper. Deadlines come fast, so when you submit something which is well-written and what they want; they need to spend little time shaping the piece, and therefore you have a better chance of having your article submitted.
Writing tells, sells and compels. In today’s world, we have but moments (seconds) to connect with people. Headlines need to rock. The first paragraph has to engage, as people are time-starved and have limited time. If you don’t connect with them, they are gone. You have only one chance to make a great first impression. In writing, it’s not just about writing well and sounding like you know what you’re talking about. You also need to give enough information, without waffling. Marketing principles need to be applied to achieve the most effective results.
In my Writers’ Retreats, I show participants how to write great content and share all my ‘tricks of the trade’. Walk away with practical skills, knowledge and strategies for your own writing. Also walk away with a piece (or few) pieces completed.
These retreats are located in beautiful Vietnam or Bali and are very small groups. If you are writing for business, then it will be most likely tax deductible. Escape the demands, rush and distractions of Australia and get into writing mode in a beautiful, ideal and relaxing setting. Check out https://www.donna-stone.com.au/workshops/ for details about my workshops or if you’d like to express interest, just drop me a quick email and I’ll add you to the list, for when the next event is released.
Yours in writing!
Here’s the link to the Reasons Why You Should Niche Your Business.