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Leave your mark – draft – jot down – craft – record – engrave or scribble            

Whatever you call it, writing good content for your business is the next best thing to talking to you in person.

In some form, it is a necessity!

I know that commercial writing for a business either leaves people feeling excited and creative, or it is dreaded, and sucks every bit of energy from you. You know who you are! Whichever category you fall into, the following FOUR STEPS can take first drafts from jumbled chaos to balanced final drafts.          

Evoke immediate curiosity about your business in your written content/copy:

Appeal to current trends and to the problems experienced by your target audience.  What are their current needs? Read the headlines and focus on what I have termed, “headline marketing.” 

An example of this in my business as a freelance writer: “Is constant change in technology overwhelming you? This is all the more reason to have a strong online presence with written content that can be repurposed to social networking, articles, blogs, and more.”  

THE KEY:  Write about what solutions you have and how your business helps solve problems.

Balance credibility with personality: This is my philosophy with all my clients, no matter what type of business you’re in. In written content, let both shine: credentials and experience, plus who you are as a real live person. People want to make an emotional connection to you, the person.

Be professional, while being real and personable. Let the “About You” or your bio draw people in—make them look forward to meeting you. 

My example: “Judy is a freelance commercial writer, with a background in fields of medicine and education. However, she says she’ll never have it all together. She looks forward to learning something new from every client.“

THE KEY: Be transparent and let potential customers/clients know something personal about you. Be authentic and professional. Build trusted relationships.

Be accessible. Have clear, concise written communication. Be the same in your face-to-face communication with potential customers/clients. This builds clarity, efficiency and professionalism.

Website, brochures, sell sheets, press releases, emails, and all company materials should have full contact information including: website and email address, phone or fax numbers, and a real company address, at least the city and state.

THE KEY: Not only write about who are you, but tell where you are located? Are you easy to find? Now is not the time to be a phantom.

Don’t stay in a box. Continually flex and move with your target audience. Re-evaluate where your company needs to have more written presence and/or advertising.  What is working for your company?  Ask yourself, what is working for similar businesses? How can you stand out?

Variety could be a website give-away or contest, audio or video, online social networking, face-to-face networking, direct mail, brochures, coupons, etc.

THE KEY: Stay current, online and offline. Keep all written content accurate and fresh. Be alive!


For you CREATIVE WRITING BUFFS, a few quick pointers:  

  1. Let the writing flow. Don’t worry about correct grammar and structure. That comes later. Simply write to your heart’s content.
  2. Write what you know, research what you don’t. Consider writing web or magazine articles rather than a book, to accumulate clips. You will gain valuable writing and publishing knowledge and experience.
  3. Stay on the go. Write something every day, even if it’s jotted on a napkin at a restaurant. Open your eyes (all your senses) to the creative writing ideas that are all around you, every day and in every way.  
  4. Don’t feel low. If people don’t encourage your writing, or you have received harsh editorial criticism, both are part of a writer’s reality. Simply persevere. Only you can stop your writing. So write because you love it, no matter what.
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