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 workshop. This practice-driven business writing workshop 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.
Learn more about our
business writing workshops
here, or contact us for more
information.
Benefits of business writing training workshops:
- 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: Create a "System" and Clarify Your Purpose with a Business Writing Workshop
When doing business writing, it's imperative to know exactly what you want to accomplish with each piece. Each written piece is a part of a system and has a specific purpose - to fulfill its objective to bring potential clients one step closer to working with you. Without understanding the purpose of each piece of writing, your work won't be as effective as it needs to be. Here are the written pieces that make up your marketing system and the purpose of each.
1. Tagline - the tagline is the short "motto" on your business card that succinctly summarizes your business. Your tagline has a dual purpose. First it must clearly identify what your business does. Secondly it should attract interest and attention. The ideal tagline clearly describes your business and is also "catchy" and memorable. Many business people make the mistake of having a tagline that must be explained or leaves a prospect wondering what the heck your business does. Whatever you do, don't make prospects have to guess. If you do that you're wasting your budget entirely.
2. Elevator speech - this is a short, succinct answer you give when asked, "What is your business?" The purpose is to draw interest in and attention to your business, to open up a conversation with prospects and to get them to become curious and want to know more. If you aren't getting these results, you are missing out on a very important marketing piece. If you don't have this in place, get help.
3. One page Executive Summary - your executive summary has the purpose of quickly and compellingly describing your business form the client's viewpoint. This gives them a quick overview of what you do and - when written correctly creates in them the desire for more in-depth information. Ideally, this introduction leads to their deeper inquiry about your business. What's key here is using this tool to quickly communicate your business in a way that engages their attention and intrigues them enough to want even more information.
4. Website - the purpose of a website is to give the full details of your business. You present the information so that you answer the majority of questions your prospects might initially come up with. You let them know "how this works". You demystify the process for them. You ally any fears they might have of getting stuck being "pitched" to. They can find out most or all of the information they need to know from the comfort of their own home. They get a sense of who you are, your character, your personality, how you work, and what they could expect if they choose to work with you.
You show great depth of knowledge in the way you write about THEM and THEIR PROBLEMS. You "feel" trustworthy. All these things make them feel comfortable that they'd know what to expect from you if they choose to work with you. You give them the information they need about your background that they feel you are a credible potential solution for their problem.
5. Special reports - these documents are in-depth, well researched, presentations of some facet of your expertise. The purpose of a special report is to showcase your knowledge, attract paying clients, and exhibits your professionalism and expertise to both a web and non-web audience. Special reports are very flexible documents and a great tool to use. They can be sold, given as gifts to extend contact with prospects, or traded for contact information on your web site to build your online list.
6. Articles - articles have the purpose of increasing your reputation and audience, and demonstrating your knowledgeability and expertise. You publish articles on online article directories where they can be picked up for publication in e-zines, websites and blogs. Your "author's resource box" stays with the article wherever it is published. This means that you become known to a much larger audience then you'd ever reach otherwise.
Think in terms of creating a system of business writing, each piece having a specific purpose. With this integrated approach, you can see that each piece moves a prospect closer to buying from you. Put this system in place and you'll see more predictable results in attracting clients. Be clear on the purpose of each piece, and ensure that that purpose is successfully fulfilled in each written piece of business materials, and you'll have a dependable "funnel" of new clients.
Source: Suzi Elton link
Related Terms:
business writing training, business writing seminar, business writing seminars,
business letters,
business letter,
business correspondence,
writing for business,
writing a business letter,
business communication,
how to write a business letter