Just because you're running a small business doesn't mean you have to run an amateur business. People judge the professionalism of a small business by many things including:
the quality of the product or service offered;
the dress code of the sales people;
the location and decor of the business premises and;
the quality of their written material.
All of these factors are equally important but the one that seems to drop off the radar most easily is the last one. How many times have you seen a cool looking web site with poor text, or bought a great new electronic gadget only to find that the product manual looks like it was written by someone with only elementary school English skills?
What can you do? Here are seven tips to help you write professional copy for your business communications.
Make sure you know exactly who you are writing for. Get a good picture of the person in your mind and then write as though you were having a one-on-one conversation with them
Write down what it is you really want to say. Don't worry about whether the spelling is correct or it sounds right. Just get down on paper what information you want to communicate. This will help you become clear on what you need to say.
Think of headline. It should attract the reader to want to read more. Play on their curiosity and use the magic word "you".
Think of your ad, brochure or web site article like a story. It should have a beginning that gets the reader's interest, a middle that gives the fine detail and an end that summarizes and encourages the reader to call, or buy, or whatever it is you want them to do.
Check your work carefully for mistakes of grammar and spelling.
Give it to someone else to read and listen to their criticisms without taking it personally. They may have a point.
Test it. Measure the response you get from it so that you know what works and what doesn't.
Good luck!
Munaiba Khan is a Sydney-based, professional copywriter and marketing consultant whose business - The Copywriter Online - offers professional copywriting services via the web.
She started her career in 1982 and was a founding partner of the Kay & Kay advertising, marketing and public relations consultancy in Hobart in 1991. In addition to an honors degree in Molecular Sciences she has an Associate Diploma of Professional Writing from what is now the University of Canberra.
Munaiba is well-placed to help you with your advertising, marketing and public relations as she has written advertisements for press, radio, television and the Yellow Pages for businesses of all sizes, as well as government and non-profit organizations; and has extensive experience in writing marketing plans, press releases, direct mail letters and in organizing public relations campaigns. She has also written and produced TV and radio commercials, newsletters and brochures.
