How often do you stop and consider the content you are producing for your business? Whether you are writing a blog post, newsletter, proposal, advertising or marketing copy, you can often get so busy you don't consider the main outcome you wish to achieve.
On September 16, the Tribe Conference will take place in Franklin, TN. It is a gathering of creative entrepreneurs who wish to get the attention their work deserves. Organizer, Jeff Goins, has produced an impressive line-up of speakers. I am excited to be among them.
While reviewing the line-up, I realized the speakers are all leaders in business communications. I reached out directly to share their insights with you about ways to improve your marketing content.
5 Expert Business Writing Tips
1. "You must go to unreasonable lengths to deeply understand the problems, pains, fears and frustrations your readers face. Identify the pain — or need as they experience it — describe it to them in their own words, and give them valuable solutions even in your marketing materials. Think of marketing copy not as a way to sell, but a way to serve. Marketing should be something we do for people — not something we do to them." said Ray Edwards, founder and CEO, Ray Edwards International Inc.
2. "Keep it succinct, and give it some personality so it will be remembered." Pamela Wilson, executive vice president of educational content, Rainmaker Digital (Copyblogger).
3. "Know the audience you are writing for, ideally, personalize the target group as if you are speaking to a single person directly. If you don't know the people who will read your pitch, you have no idea of how to not just meet their expectations but to exceed them to the degree that they are willing to change their minds and take the actions you recommend. Empathize with the audience above all and your work will be potent. What is their biggest problem? How can your work help them fix it? What story can you tell that will take them from suspicion of your motives to interest in your prescriptions? Those three questions must be at the front of your mind as you craft every sentence of copy." Shawn Coyne, writer, editor, publisher, agent, Genre Managment Inc. and Black Irish Entertainment LLC.
4. "Write authentically to your voice, representing your mission, with integrity, and always for the betterment of your community!" McKel Hill, dietitian, founder of Nutrition Stripped, Nutrition Stripped.
5. "If you have something to say, write like you speak. Don't try to sound smart, impressive, or academic. If you need help, get it. Don't be ashamed because you don't know the difference between an appositive, antecedent, or auxiliary verb (I don't know what they are). I'm dyslexic, have trouble spelling some of the most basic words, and I've written 6 books. Some aren't bad. A few have been on the NY Times, WSJ, USA Today, and Publisher's Weekly bestseller lists. So there's that." Michael Port, NYT, WSJ bestseller author of 6 books including Book Yourself Solid and Steal the Show, Heroic Public Speaking.
I recommend you print out this post and return to these expert tips as you prepare your next marketing content. If you plan to attend the Tribe Conference, be sure to say hello.