June 9, 2008

Promotional Writing Tip: Focus on the Essence of Your Message

How in the world do you begin to put transformational work into words?

How do you describe your unique set of skills and training married with your God-given gifts without getting lost in meaningless verbage?

Focus on the essence of what you’re trying to say.

The essence of your work can be effectively expressed as long as you keep in mind what results your work creates in the eyes of your choice client. This will not only help you engage your potential clients, but it will keep the reader's eye moving along in a clear direction.

The best way to do this is to write conversationally and stay away from trying to explain the process of how you create these results (process talk is best left for peer to peer conversations). And most of all, avoid transformational buzz words. (The words you and your colleagues use) That kind of language doesn’t create resonance with your clients.

When I'm writing, I ask myself the following question to help me do this: Do these words add something absolutely essential? 99% of the time the answer is no. So I go back and start trimming the fat.

Sitting down to your computer to write your website copy, or deciding what to put on your business card or how to describe your “change your life” workshop in a promotional flyer can be daunting. But if you remember to boil your message down to its most compelling essence, your words will keep your reader engaged and moving towards taking action.

Hope this helps!

To your continued professional expansion,

Karin

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Filed under Blog, Honing Your Message, Materials that Work, Personalizing Your Materials, Words That Work by Karin