5 Tips to Write Like a Marketer and Build Your Business

So, why is there so much bad writing in business?

One of the challenges in business writing is that we are trying to get people to change their minds and change their behavior—persuading them to engage with us, request details, or express interest in collaboration.. But too much business writing is emotionless and ineffective.

If you want your writing to help sell what you’re selling, focus on creating a genuine connection with your audience, building trust, and establishing a relationship before a potential client ever reaches out to you personally. Here are five tips to enhance your business writing.

1. Think Like Your Audience

Who are the people that will be reading your writing, and what do they care about? Is there a problem or long-delayed decision that your business can help them resolve? Before you write a single word, spend some time thinking about what’s going through your reader’s mind. What perspective are they coming from when they read your writing? The answer to that question should be evident in your content.

2. Put Credibility First to Build Trust

Establishing credibility is one of the most important functions of good business writing, especially when writing website messaging, business proposals, or social media content. Everything you write should have the goal of building trust. Think about all the empty promises made by advertising. Your audience may be skeptical after seeing too many sales pitches, exaggerated claims, and unrealistic promises.

Consider the reasons why your audience might be reluctant to trust you and address their concerns openly and honestly. Show them the value you offer and explain why your services are worth the price. Don’t overpromise and use flashy sales language—write openly and honestly with your own authentic voice.

3. Explain Your Passion

Too many business websites sound exactly the same. Instead of succumbing to another boring cliché, tell the unique story of your business. Explain why you started doing what you do. Convey the enthusiasm that you bring to your work each day and give your audience something to remember you by. People are more likely to connect with you when they can see why you care deeply about the products or services you offer.

4. Focus on the Clients You Want to Attract

Your business isn’t the right fit for every customer, so don’t try and be all things to all people. Some customers won’t want to buy what you’re selling and that’s perfectly fine. Your business writing should convey an attitude and point of view that helps prospective clients pre-qualify themselves by saying, “This company isn’t right for me, so I’m not going to waste my time by reaching out,” or, “I love this company and want to hear more from them!” Remember, it’s okay if your writing doesn’t speak to all prospective clients so long as it motivates your best customers to love you even more.

5. Be Authentic

Business writing isn’t rocket science. The best way to get better at it is to write in a more authentic human voice. Empathize with your audience, get them to trust you, and convey the passion and real human energy behind your work. Once you’re able to do that, you’ll find that your website content, proposals, and other business writing will attract prospective clients who are in need of your services and more excited to work with you.