The worst person to write promotional content for your business is you! Most of us know far too much and find it easy to forget the purpose of our written communications. If you share your passion you're in danger of providing much more information than most people want.
It's really hard to stay focused when you get caught up in the detail. For example:
The answers are 'No', 'No' and 'Sort of'!
Your website should be focused on engaging your reader - at least for long enough to get them to take action. The focus should be on them and what they want, not on you and what you do or have done.
A marketing flyer needs the same focus so it should be full of benefits - not features, or even 'nice to have' points. Everything needs to hit that emotional trigger - what's in it for me?
A blog should not be directly promoting your services or people won't come back. Most of us don't expect to be sold to in a blog. However, if you share your knowledge, people will want to get more tips and come back. Effectively you're promoting yourself as someone with knowledge who will add value - even if it's indirectly.
Short, crisp, to-the-point, clear and accurate all help to keep people reading. Long, wordy, rambly, pompous, jargon-spattered text turns most of us off. Here are five tips to improve your written materials:
You'll find your written material gets better with practice - keep practising!
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