It can be tempting to save time and money on updating your communications.
After all, what harm can it do?
Your new website looks good after the re-design. And the email campaign you ran last season should still be effective.
Any attempt to cut back on reviewing and updating your marketing materials (websites, brochures, flyers, newsletters) may damage your brand and reject your ideal customers.
Never underestimate the power of your words in business writing. Focus on your customers’ changing needs and use your written communications to strengthen your client base.
Better business writing begins and ends with the reader
What do you think about when you’re writing?
Do you concentrate, making sure your mind is free from all distractions?
When is your favourite time to write? At the beginning or end of the day?
Is writing usually top of your task list or do you prefer to clear your desk of other tasks before you begin?
When are you most likely to come up with your best ideas for topics?
No matter the time of day, coming up with ideas about what to write is a stumbling block for many people.
I created a list of 22 ideas for topics you can use in blogs and articles. Now you’ll always have a head brimming with ideas for blog posts and articles. You can read it here.
My reason for creating the list is to help people who want to use content to help market their business.
More and more people are using LinkedIn to its full advantage. And it works best when you’re publishing content your audience loves.
But before you write, you must know all about your audience. Then you can give them content that interests them.
I began thinking about my own audience groups and what they’re interested in.
And what are my clients’ audiences interested in? I write insightfully. This means I write only when I know their likes and worries, concerns and aspirations. Then, I can match my content with their interests.
What do I write and who are the readers?
The people I write for are customers of clients.
Allow me to introduce you to some of them.
- People over the age of 55 who buy luxury housing. They are contemplating a change of lifestyle, to transition to retirement, their financial circumstances are changing and they are deciding whether to draw or reinvest their pension. They are health conscious, want to travel, philanthropic, change career, study and like to read about longevity. Their children have grown up, left home, formed families of their own and are ready to swap their large family home for something smaller but no less luxurious.
- People in their fifties who have realised their pension will not sustain them for the 30 years they expect to live after retirement. They are looking to learn about different ways in which they can get better returns for their money and know they need to get educated if they are to take control and be more self-sufficient in the way they manage their money. Women who have inherited from their parents and are looking for somewhere to put their money in preference to a bank where interest rates are low so they can preserve it for their children. They want to protect their money from dwindling in value as inflation overtakes interest rates.
- People who have recently begun to live a vegan lifestyle and have resolved to do so forever. They are learning about the way animals are used in modern farming methods and are shocked and heartbroken. They want to know all about the use of animals in experiments and entertainment. They want to meet and connect with compassionate people with whom to share their experiences. They want to buy products from trusted suppliers and research each one before spending money on companies they don’t know and products whose ingredients they don’t understand. Integrity is everything.
I write about lifestyles of these groups of people. It’s important to recognise their concerns and aspirations. There may be ideas and suggestions they may not have considered.
When you begin to write for your clients and customers, consider their situations. What scenarios are they facing in their personal and professional lives? Your thoughts will give you ideas for a wealth of posts you’ll wonder why you hadn’t thought of before. You’ll get to understand them completely and know what information they want.
To help you along with your ideas, download my guide: “How to create engaging articles and blogs.” Use it to plan content for the next few months.”
Who do you write for and what are their interests?
Share your tips for better business writing
Let me know about your audiences and what they like to read.
Feel free to phone me if you’d like advice about writing for different audience groups.