At first glance, you might be tempted to think that writing professional copy for a business would be pretty straightforward. After all, you know how to spell, and you can string a sentence together. What else is there?
Of course, there’s a reason why paid copywriters do in fact get paid to do their jobs, and why all businesses don’t just get work experience interns to handle their written promotional materials.
There are various things that you have to get right, and assorted skills you need to develop, in order to create compelling copy for a business – whether it’s sales page you’re working on, or a guest blog post.
If you do fancy writing for your own business, however, perhaps the first thing you should be mindful of is the importance of attention to detail.
Here are a few reasons why you should be extremely attentive to detail in your writing.
So you can avoid legal issues and misrepresentation
Businesses have to be extremely careful about how they present themselves, the types of claims they make, and the legal ground they are standing on at any given time. That’s why sensible businesses will often use the services of experts such as Richdale Consultants, in order to make sure everything is above board.
If you make a particular claim in your product descriptions, or marketing materials, as a creative flourish, you need to make sure it’s backed up by facts. Otherwise, you will be guilty of misrepresentation and false advertising, and things can go south for you very quickly.
Aside from the issue of legality, it’s also very important to present your business accurately, just for the sake of maintaining client and customer trust. If you get a reputation for being full of hot air, the future likely won’t be too bright.
So that your prospective clients and customers get a clear sense of the picture you’re trying to paint
Marketing is partly about letting prospective customers and clients know that your company exists in the first place, and partly about convincing people that you can provide a great solution to a problem they might be facing.
In order to reach your prospects on this kind of an emotional level, you need to be able to use your writing in a way that is stirring and evocative, but also clear and concise.
Paying attention to detail – and revising your work a lot – can help to bring people into that enthusiastic vision.
So that you can be concise and avoid irritating everyone
It’s been well demonstrated by marketing experts that people don’t have as much patience when browsing websites as you might wish they did.
You need to get the attention of your audience quickly, and you need to explain what it is you do in a way that is easy to understand, and that doesn’t tax their attention or willpower enough to make them click away.
In addition to that, you also need to be tactful enough that you don’t just irritate everyone through writing that just screams “scare marketing.”
In order to be concise and avoid irritating everyone, you need to pay a lot of attention to your wording.
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