Business Writing Seminars:

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 seminar. This practice-driven business writing seminar 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 seminars here, or contact us for more information.

Benefits of business writing training seminars:

• 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: Effective Business Writing Seminars - Choose the Right Communication Style

The most important principle in marketing is: Know your market. This means, knowing your customer. In your day-to-day life you meet all sorts of people. You don't talk to them all in the same way. Some people you address formally, others informally. Young streetwise people have a different vocabulary - you want to show you are as streetwise as they are. Your main aim is to get through to them as effectively as possible.

If that's important in your everyday life, it is just as important in your copywriting. If you don't get your point across, you are wasting your time. You are always told you need to understand the psychology of your customer. One essential aspect of this is knowing what communication style will get through to them. This depends on what sort of person they are.

These are the most common groups who have been identified:

1. Dominant and competitive - If your product is aimed at business owners or people setting up in business, your target customer is likely to be in this category. They don't have any patience with waffle or timewasting. They expect you to get straight to the point and tell them why they should buy your product and what it will do for them. Focus on benefits in terms of bottom line and business success.
2. Charismatic and outgoing - We've all met people like this in ordinary life - outgoing, enthusiastic, enjoying the limelight and social acceptance. If you are promoting life-coaching or self-improvement products, these are likely to be among your target customers. People in this group respond to long copy, and they like stories. Tell stories they can get really involved in, about people they can identify with. Use humour and take a lighter approach. And put a lot of yourself into it - they like to know they are dealing with a real person.
3. Steady, stable, reliable - This is the largest group and in real life represents the majority of the population. Their greatest fear is loss of stability or reputation. They will be your most likely customers for debt consolidation products, other financial products, property, home insulation - products to make your finances go further or your home more secure. These people also respond to longer copy, and they like it detailed. Anticipate all the questions they might ask - in fact it's a good idea to include questions and answers in the copy. People in this group don't make decisions in a hurry so give them plenty of time between the beginning and end of the copy.
4. Risk averse and compliant - We have all met people who are worried about breaking rules - people who never leave their car in a parking space a minute longer than the specified time, in case they get caught. If you are selling products such as new accounting software, your customers may well be in this category. Their fears are more influential than their desires - fear of losing money, getting on the wrong side of the law, getting into trouble. Show how your product will address their fears. Give a soft sell, not a hard sell. Don't make them feel they are being "sold" to - write in a calming and reassuring way. If they see that you have addressed their fears and are offering them a low risk, they will respond. But they need a very good reason to spend money - the benefit of the product in addressing their other fears must outweigh their risk in spending the money!

Your target customers for a particular product - such as a nutritional product - may fall into more than one category. You can mix your styles and appeal to the majority of your customers. But if in doubt, major on the third category - steady, stable, reliable - as it accounts for the largest section of the population.

Source: Elaine Berry Link

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