Communication is vital, especially for businesses. Without clients or customers, businesses cannot function and will die. I’m not trying to bring the drama here. This is the simple truth.
So, how should a business communicate? That’s a great question considering there are so many different forms of communication. While a lot of people these days will point solely to video content, that’s not actually the best advice.
Why Writing For Your Business Is Important
Don’t get me wrong. Video content is great because it helps create a parasocial relationship between you and your ideal customer or client, meaning the videos allow to feel like they’re getting to know you. This does build know, like, and trust.
But, a lot of people prefer written information when first investigating a company…this is especially true for service providers. In the next few posts, I’m going to talk about transformed consumer expectations and the 3 important concepts to keep in mind when you’re writing for your business, so make sure to follow this account.
Consumers prefer to do their own research now that they can.
The internet has opened up a whole new world of facts, figures, and testimonials they have access to at their fingertips. And they don’t want another lengthy sales pitch when they’re ready to purchase.
This means you need to go through all of their objections in text via articles or in videos with thoughtful scripts.
Yes, even video posts require at least some writing if you want to be able to hit all of the points that will help your business grow.
Make sure to stay tuned for the next post in this series where we talk about the first important concept to remember when writing for your business: clarity.
Here are 3 important concepts to keep in mind when you’re writing for your business
Here is the first strategy you need to keep in mind when you’re writing for your business:
This means you should use simple language to communicate so that it’s easy for your ideal clients to understand you.
I originally come from the fiction-writing world, and we have a popular saying that goes something like, “Confused readers won’t keep reading.”
When it comes to marketing and communicating for your business, I like to borrow this saying and adjust it a bit. The truth is, “Confused consumers don’t purchase.”
I don’t care how much you’re tempted to use industry jargon to sound like an expert. Resist! Real experts can explain what they do in simple terms.
Make sure that whatever you write or say (based on the awesome scripts you’re writing) is clear. Period.
Here is the second strategy you need to keep in mind when you’re writing for your business:
If you don’t believe you know what you’re talking about, why should anyone else?
When you don’t trust yourself to make important decisions, produce creative results that help your clients, or run your business like the boss you are, it shows.
If you’re struggling with confidence, that means you need mindset help now.
Make sure you don’t wait to address this problem because it’s absolutely going to mess with your business messaging until you get it under control.
One of the simplest things you could do to start working through this is to read The High 5 Habit by Mel Robbins, which is based on a ton of research. Start high-fiving yourself in the mirror today.
You can also hire a confidence coach. If you want a recommendation, I have a few epic ones so message me.
Confidence will actually help you with the third strategy for communicating well when writing about your business—concision, which we’ll talk about next.
Here is the third strategy you need to keep in mind when you’re writing for your business is:
Use fewer words whenever possible, time is money.
There are two main reasons why people use extra words.
The first is that this is a response to nerves. I get it. I’ve also been guilty of rambling when I’m not sure what to say or there’s empty space in the conversation.
If you have the propensity to ramble when you’re nervous, this is something you can work on. Let your friends know they can place a hand on your arm or tell you with some other signal that it’s okay to stop talking.
When you’re on your own, try to remember to take concentrated breaths. This will help you put more space in between the words you’re saying.
The second reason is because they believe they deserve all of the talking time because of how amazing they are. In the last post I said that you should be confident. However, there is a big difference between confident and arrogant. Confident people don’t feel the need to listen to their own voices. Arrogant people do.
Whatever you need to say, use as few words as you can and the person you’re talking to will feel that you’ve honored their time.
These concepts absolutely carry into written content.
Don’t spend 3,000 words explaining something that could be understood in 500. And don’t write extra words when you’re nervous that you aren’t writing enough. Nervous words and arrogant words will fight against the goal of concision each and every time.
And now, you know the three most important concepts to think about when writing for your business. Make sure to subscribe to this podcast for more business writing tips.
And make sure that you answer every single question your ideal client has. This means writing multiple articles and video scripts. A great guide on how to know what pieces you should start with can be found in They Ask, You Answer: A Revolutionary Approach to Inbound Sales, Content Marketing, and Today’s Digital Consumer by Marcus Sheridan (linked here).
In fact, I used that book to come up with the topic for this article. Are you having a hard time remembering what questions people ask about your business most? You can use answerthepublic.com to find the most searched questions related to your industry. I use it often. Just make sure you try to stick to one or two keywords and check out the “Questions” section of the results.