13 Jun How to write for your business (hint: it’s not about you)
So you need to write about your business.
Your first thoughts might be to start with
And that’s ok, as long as you use them sparingly.
But the best way to write for your business is to ‘flip the focus’ – make your words about your customers, not about you.
- Use “You, you’re, and your” as much as possible (but make sure you’re using the correct version).
- Talk about their needs, situation, challenges, hopes etc rather than writing about how “we do this and we do that and we’re the best etc”. You’ll likely need to use “we” at some point, but just keep it in the “how” section of your copy i.e. “Thankfully, there is a solution. At X Company, we can solve your challenges by…”
- Write with the customer in mind – what would they be looking for? They probably don’t care about the fact your company started plumbing in 1927. They’re more likely to want to know if you’re professional, reliable, affordable and can come in the next hour.
- Avoid huge blocks of text. You’re not a novelist – so don’t write in huge paragraphs. They’re hard to read, look visually difficult and often cause readers to skim-read, missing great info that they could otherwise benefit from.
- Cut out the ‘fluff’ and get to the point. They’ve made it to your site, so don’t tell them more about their problem, tell them how you’re going to fix it.
Focusing on them should lead to more engagement and better results.
Want me to look over your copy? Send it over to firstname.lastname@example.org and I’ll give you a couple of tips to help you get on the right track.