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10 Top Tips for Communicating Your Business Message

How do you like your balls10 Top Copywriting Tips for Communicating Your Business Message
by Marina Gask
From writing a must-read press-release to crafting a blog or newsletter that your clients’ can’t wait to read.

1. Distill what you do into effective communication.
Everyone is special, but what is it that you really want to be known for. Spend time finding the right words to communicate your unique expertise, or your business ‘story’. For example “property developer becomes “From stay-at-home mum to multi-million property developer” and a much more compelling read. Then, make sure that you write it, consistently, across everything from business card, to email to website and press release.

2. Never be boring. Blogs should be useful.
A boring blog won’t get read. So make yours answer questions and inspire. Think ‘what’s in it for the reader’? Not ‘what do I want to say?’ Keep it brief, use pictures, make it conversational, add some personality.

3. Know Your Customers.
When crafting your business message, picture your ideal reader. Maybe they are a recent or favourite client. What is their life like? How do they think? Aim your words at them. Use their lifestyle as your frame of reference. Do they do yoga, have young kids, own a dog? Are they older and more conventional? When you really understand them you will understand what they want to read.

4. On your website, less is more.
Keep the words on your home page brief, appealing and succinct. Focus on the benefits of your services or products. How will they improve your customer’s life? Speak to your customer – be direct, use ‘you’ and ‘your’. Express your personality – warmth, trustworthiness, quirkiness – whatever will appeal to your ideal customer and tell them ‘you’ve come to the right place’.

5. A website isn’t a CV.
Users need to know you’re the expert – but not every bit of your career thus far. Keep your home page for ‘what’s in it for me?’Put all relevant credentials in your About Me/About Us page. Include your qualifications, accreditations, awards etc. Let other people sing your praises – add testimonials and logos for press coverage.

6. Get the tone right.
Whatever the medium, your tone needs to be appealing to your typical customer. Speak their language. As a general rule, avoid jargon.Conversational works well. Keep sentences short and avoid repetition.Be warm and inclusive.

7. Buck the trend and get your newsletter read.
Why do your customers need to know your news? Make it worth their while reading it. Tell them something they don’t know/need to know. Make an offer or discount. If you sell something visual, show the world.

8. Write compelling press releases.
Use a newsy hook. Eg, recent stats or research, celeb news, TV shows, even politics. Explain WHAT is newsworthy and why it’s important right now. Provide images. Use bullet points/different weights to make key points stand out. Especially contact details. Remember: less is more. Get it onto 1 side of A4.

9. Write an email subject line to grab attention.
Otherwise it’ll get deleted automatically. Be surprising, not obvious. Be conversational. “I wish someone had told me about this”. “Look, it’s the best story you’ll read all day” etc. Develop your own tone so journalists remember you.

10. Make sure your business card matches.
Designed to be kept, your business card is one of your most powerful business communicators. Your business card should be memorable and also crystal clear. Use both sides and add a great visual.

And the picture at the top? Well you had to be there – but I am guessing it got your attention? Ask Marina:

Contact: Marina Gask

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