We understand that being able to write in a clear and professional style is important to your business. That is why we have developed the Business Writing Institute and the Effective Business Writing course. This practice-driven business writing course will significantly improve your ability to write in English, so that your readers will receive a clear, concise, effective message. Most professionals spend at least 15-20% of their time writing for business; emails, memos, business letters, reports and other business correspondence. Our customized approach guarantees an improvement in business communication skills that will increase your productivity, success and job satisfaction.
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Benefits of business writing training courses:
- learn how to write a business letter
- discover the skills of writing a business letter
- learn to create clear business correspondence
- understand the difference of writing for business
- improve overall business communication
Business Writing Training Courses: Business Writing Should Be About Your Target Market - Not About You
Have you ever been at a social event and gotten into the position of being a captive audience to someone's monologue? Such boors are clueless that they are being rude and go on and on and on about themselves. Sometimes, we are actually the ones who are the perpetrator of this behavior. Not only is it boring to fall victim to this, but more often then not what is being talked about is excruciatingly boring. You find yourself desperately looking for an escape as they continue to talk without even a pause to breathe.
Many of us make the mistake of writing our marketing materials the same way those people conduct their "conversations". We business people imagine that our potential clients breathlessly want to read all about us before they have the slightest interest in who we are. Wrong! They are not going around looking to find out about us and our business. They are looking for something THEY want.
They will not have the slightest interest in us until we have intrigued them considerably by talking about them and their problems and the solutions they are looking for. Only after proving your considerable knowledge OF THEM, and understand OF THEM, do you have any hope of their developing curiosity about you and what you offer.
In other words to get their attention, you talk about THEM. For most of us, this concept is a little challenging to grasp, much less to put into practice. You might be thinking, "What? To get them to notice me, I talk about them?" Yes, that's it exactly. Consider that the human animal is naturally wired to look for "What's in it for me?" It's a survival mechanism.
Good marketing writing will start off describing your target market and their problems, issues and concerns. This needs to be done in great depth to subtly illustrate your wealth of experience with those issues (but without inserting yourself into the description).
Write from their viewpoint. What do they struggle with? What worries them? What gives them sleepless nights? How have your former clients described their problems to you? Use language that describes the immediacy and intensity of the suffering without seeming exaggerated. The writing must have a compassionate tone without a hint of condescension or superiority.
After you've described your target market and the challenges they deal with in great depth, start to describe what their life will be like once they experience the solution you provide. Be sure you continue to illustrate this from their viewpoint. Describe how they will feel, how their life will be different once they are free from the problems.
Again, you subtly display your considerable experience in describing how your clients lives are transformed without having it be about you. What you are doing here is "painting a picture" of the new life they aspire to. It needs to be done so that it engages them emotionally and arouses longing. They need to see it as possible, desirable and realistic.
Now, let them "off the hook" by telling them that they aren't alone in struggling with these challenges. None of us likes to feel that we're "losers"--the only one dealing with a particular problem. Calm these feelings by assuring that many--and many of the best-- have these same struggles they live with.
In your business writing, the key is to be prospect-centric. Leave yourself out of the writing and make it be all about them. Think about this: if you're at a networking event and someone is sincerely interested in your and your business, don't you just naturally develop at some point an interest in them--and think they're a brilliant conversationalist for their interest in YOU!
Use this dynamic to naturally lead the right target market a place of curiosity about you and your business. If you've written well, you've moved your readers to a place where they have begun to develop curiosity about you. Clearly you know them so well, you must be a fascinating person.
Resist the impulse to use your business writing to talk about yourself. That will not attract your target market. In fact, it will likely repel them. Keep the focus of your business writing on describing exactly those potential clients you want to work with and the problems they are dealing with. THAT will get their attention.
Source: Suzi Elton link
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