1. Before you write anything down define not what you want to say, but what your message must achieve. Keep that firmly in focus at all times and use it as the main goal for everything you write. Ask yourself "does this concept/approach /clever headline/earnest mission statement/ really help the message achieve its objectives?" If the honest answer is no, alter it or rethink it completely.
2. Identify your target audience and get to know them very well. No matter how beautifully structured your message is if it doesn't take into account the real circumstances and needs of the audience, it won't work. Align your message's objectives with these circumstances and needs.
3. Study the media you'll be using; be aware of how people will receive your message and where your message will be competing for their attention, use your common sense and creativity to make it stand out in the crowd. (Or if the crowd's too big, reconsider the choice of media if that's within your power.)
4. Now develop your message based on these issues, and add in the final magic ingredient ? "what's in it for them?" Successful business messages are always based on benefits for the target audience - either actual or implied. Ensure you know the difference between features and benefits, and how to convert features into benefits.
5. Research the way your target audience speak and communicate, and phrase your message in their language - which may not necessarily be yours. Avoid corporate pomposity and unnecessary jargon. Talk to "you," not some vague third party, and keep your English as simple as possible, especially when your message is going to people who originate from other cultures.
6. Traditional grammar and even spelling mostly have been thrown out of the window. However there are still a few grammar rules you need to follow if you don't want your message to look amateurish. Your knowledge of the audience and how they communicate will dictate your writing style to a large extent. Don't let catchwords, "internet-speak," emoticons, etc. obscure your message or its benefits.
7. Time pressures and the influence of the internet have made us into a world of browsers, even when we're reading brochures and other print. Unless it's very short organise your offline text so readers who are browsing get the key points very easily. Always separate technical detail and other lengthy data from the main text so readers aren't obliged to plod through it unless they want to.
8. Never be tempted to transplant text written for print into an online environment. Online text is as different from offline text as a PC screen is from paper. Because reading from screens is so unfriendly, online text must be very short and crisp and must make it extremely easy for readers to absorb the key points. Don't let web designers talk you into flamboyant graphics that could inadvertently swamp your message.
9. When you give a speech, make sure you write it for yourself and your natural way of speaking - not your (or someone else's) idea of how an important business person should speak in public. Use a tape recorder to get an objective view of your voice, style, weaknesses and strengths. Keep sentences short with only one idea in each. Avoid telling jokes unless you're naturally funny. And rehearse, rehearse, rehearse.
10. If you think you may be out of your depth with a business writing project (e.g. a TV commercial, major direct marketing campaign, complex video or business theatre script) you're probably right - so call in a professional writer. Don't risk embarrassing yourself or your organisation with an attempt that's amateurish - there's no shame in admitting you can't be an expert at everything!
Canadian-born Suzan St Maur is an international business writer and author based in the United Kingdom. In addition to her consultancy work for clients in Europe, the USA, Canada and Australia, she contributes articles to more than 150 business websites and publications worldwide, and has written eleven published books. Her latest eBooks, "The MAMBA Way To Make Your Words Sell" and "Get Yourself Published" and available as PDF downloads from bookshaker.com.
To subscribe to her free biweekly business writing tips eZine, TIPZ from SUZE, click bookshaker.com.
(c) Suzan St Maur 2003 - 2005
disinfecting cleaning services Arlington Heights ..There is no doubt that a staff writer enjoys advantages... Read More
To help build your profile and reputation within a large... Read More
The Internet has truly revolutionized the careers of writers worldwide.... Read More
If you either want to write a book to help... Read More
I love writing. I love the swirl and swing of... Read More
I'm willing to bet that quite a number of you... Read More
Creative Writing Tips ?The writer, who doesn't have the time... Read More
Chances are, you'll be busy over the next several weeks.... Read More
WRITING THE PERSONAL STATEMENT TO GET INTO UK UNIVERSITYHOW DO... Read More
ADAPTATION 101Brimming with confidence, you've just signed the check purchasing... Read More
Beyond three and four act story structure, lies the Hero's... Read More
If your writing muscle isn't in shape, writing a novel... Read More
The hardest part of nonfiction writing is finding a subject... Read More
Be careful when you write.Words you use, sentences you phrase... Read More
[When I was a nineteen-year-old high school student and budding... Read More
Paulo Coelho was born on August 24th 1947 in Rio... Read More
You've finished your story, and you're pretty happy with it.... Read More
As a student of Spanish, my goal was to think... Read More
You wrote a tips booklet. Maybe more than one. Oh... Read More
How to Start Your Story with a BangThe purpose of... Read More
Becoming an author is probably a lot easier than you... Read More
In most aspects of business, we will be expected to... Read More
There are a lot of tapes and books and CD... Read More
How to Come Up with Fresh Story Ideas When Your... Read More
For many years, I've been a tutor for students undertaking... Read More
bathroom cleaning service Mundelein ..For several years before I left teaching to write full... Read More
Remember back in the dark days of your school years... Read More
Freelance writer STANLEY BURKHARDT has a passion for animals. He... Read More
One obvious question that can get overlooked in the process... Read More
Creative Writing Tips ?Complete a character questionnaire for each of... Read More
Creative Writing Tips ?Writing is a creative process and how... Read More
Creative Writing Tips ?We all tackle plotting differently. How you... Read More
There is no specific formula for children's fiction. There are,... Read More
Creative Writing Tips ?When an idea comes to us for... Read More
As writers, we initially tend to be either more cerebral... Read More
You can make a lot of money by writing and... Read More
Way back in your early school years, you were probably... Read More
Want to write your book? But, need a blueprint on... Read More
It is certainly true that we don't get a second... Read More
Right off the bat, I want to say that there... Read More
Today Norm Goldman, Editor of sketchandtravel and bookpleasures is honored... Read More
Just about every marketer on the Internet claims to be... Read More
Today I took the dog for a walk and realized... Read More
Each author has special editing needs. To save yourself time... Read More
ESSAY 3Writing an autobiography involves a matching up of a... Read More
Creative Writing Tips ?You are plotting the story. You write... Read More
Op-ed articles, also known as opinion/editorial articles, are a great... Read More
To keep it simple and basic: Jack Finney's Invasion of... Read More
There is one key difference between reports and most other... Read More
Over the past eight years or so, I have tutored... Read More
Writing |