Top tips for writing about your business
Most of us who’ve ever worked in any business, charity or organisation will have encountered a moment where we’ve had to describe that business, whether in written communication, or verbally - perhaps in a business pitch, whilst networking, or even to an elderly uncle who asks where you work every time you see him.
Some of us will be required to write about our business in more considered detail for marketing or publicity purposes: on a website, social media, in a brochure or leaflet, or customer mail or emails. And that can be daunting.
So, what would my top tips be as to how to approach writing about your business or organisation? Here are just a few suggestions to get your ink flowing; producing authentic, compelling content that will capture the audience you're seeking.
Think about your website or printed content as your business’s shop window. What would attract attention as people ‘walk past’ (i.e give your homepage or front cover a quick scan) and what would engage their interest enough for them to ‘step inside’?
Always put yourself in your customer’s shoes and think about your product, service or campaign from the customer’s perspective. It’s easy to get caught up in your own passion for your product, but why should other people be interested in your offering? You need to frame your business in terms of the benefits to the customer - why should they care, what’s in it for them, what problem can you solve for them? That’s what will draw them in.
It’s not just what you say but the way that you say it. You need to use the right words but also an appropriate tone of voice. Do you want to be chatty and informal, or professional and business-like? Humorous or serious? Simple or technical? It’s up to you, and often it’s a combination. But you need to make it appropriate to your business and target audience, and keep the tone consistent across all your communications.
Keep it short and simple – don’t use flowery or over-the-top sales language, stick to short sentences and avoid jargon.
Keep it fresh - revisit your copy regularly to see if it needs tweaking to reflect new trends, market developments, competitors’ approaches, or seasonal promotions.