Maybe you read my blog Top Tips for Better Business Writing and are wondering why it’s taken me so long to broach the subject of why you’re writing this communication.
I’m guessing that for you, the reason for writing came first.
Yes, in the background of all the other preparation you’ve been doing for this piece of writing, you will have had an understanding of what you want to say to the reader. The steps taken through my previous two blogs, though, will guide how we say what we want to say.
Now show me the benefit
Whatever you need to contain in your message, you will only engage your audience – and therefore get your content read – if they can recognise the benefit to them.
Have a look at the title of this piece…
“How to get your words read and your company noticed”.
I could have called it…
“Revealing the benefit to your reader will improve your writing”.
Because that’s what we’re doing.
But does that tell you why you want to do it? Where is the benefit to you?
Identifying the benefit to your reader will get your communications read, and that will help your company get noticed, and grow. Helping your business increase its presence is a benefit which resonates and is far easier to engage with than the aim of improving your writing style.
Always think about your reader
Don’t be a business that makes everything about themselves!
We’re thrilled to tell you about our exciting new opportunity. We’ve extended the area we serve.
Remember, we’re concentrating on our reader. What will they get out of this?
Amazing News! Our high quality, great value, garden services are now available in your area!
So how do you spot the benefit?
Sometimes this will be much easier than others, but it will always be essential.
It’s important to truly understand who your reader is, only then can you know what their wants and needs are. If you read my previous blog The truth about why it’s important to focus on your reader you’ll remember that we focused on understanding your reader to identify what will pull them in.
Remember how different customers wanted different things out of their cleaning services; ensure your focus is on the desires of the audience you want.
Think about your message. How can you make this relevant to your reader?
The previous examples have focused mainly on communications with external customers but it’s worth remembering this guidance when you are writing internal messages too.
Although your corporate guidelines may dictate the formatting and content of reports, it is still up to you to encourage your audience to read it by showing them how the information will benefit them.
Now over to you
Are there communications you are responsible for which you struggle to ‘sell’ to readers? Or maybe you’ve been surprised at the reaction to a message you’d aimed at one readership which held appeal much wider than you’d expected?
I’d be interested to hear your stories.