Writing about business involves many things. Most people, when I suggest they write an article, say I can’t write. If you can tell a story, then you can write about your business! My goal is to show why you are more qualified to tell your story than anyone else.
I totally understand why you think you can’t write about your business. One of your teachers convinced said couldn’t write. You guessed right – I had one of those teachers and until I started editing documents written by others, I didn’t think I could write. This taught me I can write and that was before I started writing hundreds of articles a year. It’s hard to teach things you don’t know how to do, so teachers naturally try to teach students how to write like themselves. The Internet has shown us there are hundreds of successful writing styles, and some not so successful.
The Internet is the new media, where prospective customers go to research products and find the professionals they need to hire. As advertising shifts from yellow pages to the web, businesses which share valuable content will rise to the top of search results. You need to write about your business to get found!
Know Your Audience
Who is your customer? Who buys your products and services? What’s important to them … and if you were sitting across the table from your customer, how would you talk to them? These are important questions to help you frame before writing about business and connect with your ideal customers.
A recommendation I’ve read multiple times is to write for one person, as connecting with one person is better than none. My personal ah-ha came deciding to rename my site name. I was scared to turn the guys off (still scared a bit) but immediately, I found a friendlier, more emotional connection in my writing that is very important to women. That’s when I knew how critical it is to write for your audience.
Another problem on the web is ghostwriting. Many companies, big and small, hire writers to create their content. Where readers scan your content (why you need to highlight key messages), if you read these articles you quickly realize this isn’t a native English speaker, or maybe they aren’t familiar with American culture (and I am aware that the US still dominates web content and I truly do understand how people in Canada, the UK and Australia get annoyed but my readership is mostly US-based.
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Write About Customer Benefits (Not Only Product Features)
Too often, business owners focus on the features of their product. Customers don’t care about features until you translate them into benefits they value like solving a problem or creating an opportunity. When buying windows, a homeowner cares little about the way the window is constructed. They care about energy savings and how easy cleaning windows will be or installing the screens.
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Make Your Story Personal
When you connect with someone online, you want that hope to build a long-term relationship that results in a sale. That’s why you need to make your writing about business more personal so that readers get to know you as a person as … people buy from those they know, like and trust.
Borrowing from Joseph Yi, “Consumers are bombarded with hundreds and thousands of messages every day. Like throwing darts at a board, messages are hit or miss opportunities. Stories, on the other hand, are different. Stories build a relationship with readers and get them to not only connect with what you’re trying to say, and they create an emotional response.”