Writing effective copy is one of the most powerful ways to brand your business. Beginning and remaining consistent in messaging and tone is key, as well as generating content that is interesting, authentic and current to the readers you wish to draw to your business. Now more than ever, the written words that are connected to a business can be applied to wide range of applications, reaching readers across a variety of channels. Here are a few tips that are sure to inspire the writer within:
Start With A Solid Foundation
It is crucial for every business writer to have a clear sense of purpose, so the more knowledgeable you are about your company, the easier it will be for you to communicate and create brand identity. Spend the most time up front, creating a message template that remains consistent throughout your campaign, or the life of your business. Depending upon the nature of your business, your writing should begin with an intention to reach and teach. Decide what messages you want your readers to receive, and create compelling copy to inspire readers to hunger for more. Focus on consistency in tone and personality, so that your readers will feel connected to what you write and will be able to identify you.
Know Your Audience
When you know the demographics of your current and potential customers, it will help you generate language and content that attracts that specific population. Create an image of your business that will attract those you wish to reach. Imagine fishing, and using the right bait to lure the proper fish to your hook. It seems elementary, and it is just that simple to target the right customers if you write in a way that grabs their direct attention.
Cast A Wide Net
Now, more than ever, what you write is a powerful tool towards reaching people across many channels. If your template is crafted wisely from the start, it will serve as a useful platform from which other communications can be launched. Press releases, brochure copy, radio copy and direct mail pieces can all spin off the main points that exist in your original document. For instance, a quip or statement can be drawn from your "template" and posted on Facebook, as a fun way of reaching your fans. Another social networking channel, such as a blog, can delve more deeply into the specifics of your business, for a personal, journalistic approach.
Getting to know your business is the first step towards creating an effective written template that will identify you to the customers you wish to attract. From there, you will discover an ocean of possibilities when it comes to expanding your messages throughout printed and social medial channels. Dive in!