How does the style of your writing need to differ between your blog, your brochure and your website?
Most business owners find it incredibly difficult to put down in words why they are so great to work with. Writing can be one of the most challenging skills to learn and master and it’s certainly not high on the list when you first start out.
All the focus in the first few months is around financing, cash flows, business planning and marketing strategy. But one of the most beneficial skills to have as a business owner is often the written word.
Contracting writing out to copywriters can be expensive and often time-consuming. So when small business owners decide to get on with the writing themselves, without thinking about how to write effectively, they are can be costing themselves dearly.
And writing copy for your brochure, your website and your blog all need different styles and approaches.
Let’s take them one by one.
Writing for your brochure. Your brochure and leaflets are going to be printed so design and layout can be just as important considerations as the words you write. Your headline needs to be eye-catching and stop readers in their tracks. This is the time to be selling, to be focusing on what problem the potential client has and how you can make it all better.
Your style has to be strong, punchy and to the point as you’ve usually got limited space. But you’ve also got to get all the facts in to enable your potential client to make a decision.
Writing for your website. Again, this is the time to be selling. But just because you may have unlimited space and pages, doesn’t mean you can ramble on aimlessly.
Strong headlines are essential. Use questions to stop your online visitor in their tracks quickly (you’ve got less than a second to make an impact!) And sharp, clear benefit-driven copy to outline how it is you may be the answer to your potential client’s problems.
People read differently on a screen than they do from print so use short sentences, 2 to 3 word paragraphs and bullet points where appropriate.
Writing for your blog. Whilst your brochure and website is there to sell your business, your blog is there is to build relationships. It is here you need to stop selling and focus on giving value, content and useful information.
Your blog is place to showcase your expertise, to share tips and ideas with your readers and build up a useful resource for potential clients to come back to again and again.
Your blog is one of the doorways to your business so welcome your readers and invite them to check out what is inside, linking relevant pages to your website where the selling can take place. If you try to sell hard at the doorstep, your potential client won’t think about crossing the threshold.
So when thinking about writing, consider the different platforms for your writing. Know when to sell and when to give value. And a blog is place where you will sell more but selling less!
What have you done differently in your brochure, website and blog copy writing?
About the author
Karen Skidmore is a business mentor with 25+ years of experience, specialising in True Profit™; the design & growth of purposeful, profitable businesses. Business Books Awards finalist 2020 & podcaster, Karen uniquely combines the being-ness and doing-ness of business to help scale up, without burning out.
The first step in discovering the True Profit in your business is to take the True Profit Test.