May 16, 2008

Does your business writing look people in the eye?

Even though your brochure and website copy is using the written word to connect with your clients, it has to look your reader in the eye.

Generally, most practitioners write their marketing copy as if they are embarrassed to be talking about themselves.

As if it’s impolite to talk about their strengths and take a bold stand for what’s possible as a result of working with them.

Or they try to sound “professional” (like a slick Madison Avenue advertising agency) void of personal style, heart and soul.

If you really have a great product or service, you must do everything you can to share that with the world.

This reminds me of a beautiful quote from Marrianne Williamson, “Your playing small does not serve the world.”

Sharing your services with the world requires you to write good copy.

Good copy should make you a little nervous when you publish it.

It should feel a little edgy to you.

It should read as if you are looking people in the eye and that you’re not afraid to take a stand for something.

Here are a few ways to look people in the eye when using the written word:

Write conversationally. Never mind English class. Write like you speak. You’ll sound like a human, instead of a perfection-oriented self-help nut.

Bold writing doesn’t mean loud, sales-y or pushy. Bold means avoiding passive language and using words that inspire action.

Get a copy of “Words That Sell” by Richard Bayan and plug a few of the lively, action-oriented words into your newsletters, bios and program descriptions.

Do your best to evoke a mood or feeling in your writing. Think about the emotions behind the actions your potential clients aren’t taking. Don’t be afraid to address this.

Understand that logic doesn’t usually create action in lifestyle related businesses. Emotions create action. Logic backs action up. So lead with the feeling, heart and soul of your potential client’s issue.

Have a picture of you in your marketing materials. Show people you’re willing to stand behind your words, services and products.

Here's to your continued professional expansion,

Karin

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Filed under Blog, Resources, Stand for Something, Words That Work by Karin