Writing about your own business can be hard. There are always more urgent things to do and sometimes – as the business owner – you can be your harshest critic. Being as close as you are to the business can mean that you can’t always see the forest for the trees.
However, you are the best person for the job, even when you can’t find the words yourself. It was your passion and drive that got things started and your vision that will help your business grow.
Being clear about your business makes it easier to communicate with your clients and for them to engage with what you do. So you can get the response you’re looking for.
Setting the scene for great writing
Before spending any money on advertising or marketing, asking yourself some big-picture questions is a great place to start. These might be answers you already have. For example, your vision, mission or strategy. But if not, capturing some of the answers to those questions will set the scene for any content you create.
From press releases to website content, it’s vital to be clear about who you are and what you do. There are hundreds of businesses, much like yours. So the clearer you can be, the better.
It’s all about you
Good writing makes sure you stand out for all the right reasons.
What is it about what you’re offering that brings a fresh perspective? Or perhaps you’ve been in business for years and younger start-ups seem to be crowding the market. You can use your track record and experience to show customers you’re trustworthy and reliable.
Defining what you bring to the market – your ‘unique selling point’ – is really helpful for determining what you what to communicate and how. It doesn’t matter whether you’re just getting started or not.
So once you’ve managed to define your business – who you are and what you’re offering – it’s a good time to think about who your customer is.
Know your customer
Companies spend many millions on surveys and focus groups defining their customer, “narrowing down a demographic to a 35-year-old single woman who likes cats.” But you most likely have the information for your business at your fingertips.
Facebook and Google provide online analytics showing who visits your site or engages with you on social media. You can review your database or invite your clients to complete a survey about themselves.
Whatever you do, it’s important to know them well. It’s their problems that your services are seeking to solve. They are your readers.
Who they are will affect what you say, how and where you say it – in print, on your website, or across social media.