Power Up Your Business Writing!

Copywriters know many tricks to lure readers in and get marketing messages across. Most small business owners can’t employ full time copywriters so need to learn how to make their own writing more powerful. Whether you are writing a company blog or newsletter or mailed marketing pieces, you are competing against the many messages your market receives. Learning to write more powerfully is the best way to do this.
Be brief, especially in headlines and greetings. Tell your reader, up front, what you are writing about. Robert Bly and Michael Masterson, expert copywriters recommend that your headlines be useful, unique, ultra specific and urgent.
Many writers make the mistake of using the soft, passive tense. It looks like this: “The football game was lost despite a strong effort by the players.” VERY PASSIVE. Active looks like this: “Despite a strong effort, the players lost the football game.” Much better. Professional writers know to use the active tense. You should too.
Repeat important points, but word them differently. “Our retail store offers a 100% money back guarantee.” “Feel secure because we guarantee your satisfaction 100% -or we’ll refund your purchase price!”
Emotional words are powerful. If you need inspiration while writing, Google “emotional words” and you will find several lists to draw from. If you are an office supply store, consider the difference between these questions: “Are you overwhelmed and exhausted at the big box supply stores trying to find what you need with no help?” versus “Do you wish your store offered better customer service?” One is clearly more compelling.
Use storytelling. There are whole books about how storytelling is impacting business marketing these days. Examine your business for YOUR story and integrate it whenever you can. The above plumbing contractor is much more intriguing when you find that they also play country music on the weekends or are a fourth generation plumber! Let readers know who you are.
Use bullets, bold type, italics, indents, borders, white space, color, and other graphic effects to break up your writing. Long paragraphs of text bore readers whose attention spans are shorter than ever. Set off important points with these features.
The more powerful your writing, the more compelling your content is for readers. It doesn’t take much to improve this skill. You can easily make small changes to make your marketing materials more unique and more likely to attract attention.