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 class. This practice-driven business writing class 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 classes:
- 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 Classes: Why Your Business Writing Won't Bring Clients
Every business needs written materials. It's one of the first things every new business requires and is a necessity for every new offering an existing business produces. Think about it. Unless you can provide profession quality, written marketing materials, how can you let potential clients know about your business.
In fact, many astute business people get "hung up" struggling with this part of marketing their business. The biggest reasons are because they are unable to view their business with enough distance to see things from their prospects' viewpoints. Also, it is fairly common to simply have writing issues. Let's look at the ten reasons why business writing fails to attract clients.
1. The writing is all about "me, me, me" and is not about the potential client and the problems they have and the solutions they seek. What would interest them in reading about you? No one cares about your credentials and expertise, at least, not until you've made the case that you know, understand and empathize with their problems and you hold out the possibility of solution.
2. Your writing does not clearly describe what your business does. Most business people want to "throw in" every possible variation, thinking that's the way to attract a wider range of clients. What that does instead is to complicate things for your prospects and they end up confused and not really sure WHAT your business does.
3. Most of us business owners are "in love" with the process we use to conduct our business and we want to include every possible detail in our description. You need to realize that our processes are of no interest to a reader until after they have decided we understand their problem and they believe we may have a solution for them. Often they don't care much about the process at all. They only care about the results.
4. You haven't "painted" a compelling enough picture of their new life after your solution. They can't imagine themselves thrilling to those results. They don't become emotionally excited and hopeful about the possibilities. Either you haven't made it real enough, or have not used enough detail from real people (your former clients) who did get those results. Maybe you used hype and they don't find your comments to be credible. Remember that they are struggling with the problem. They need to be uplifted by word pictures of possibility.
5. There is no "call to action." If you simply describe your business but fail to detail a next step they can take, your efforts are wasted. You've missed the point of business writing. Provide an action they can take, an offer they can buy, a way to contact you. Your objective needs to be to move them toward working with you. They need to have a next step suggested to them.
6. There is no way to contact you or you make it difficult to contact you. Every single page of your business writing must include a footer that has all your contact information, including website address. Think about the times you've discovered a single page of something valuable but there's no contact information on it. You don't know whose brilliance you are reading. This is a lost opportunity.
7. You have not conveyed your depth of knowledge and experience working with the client's problem area - from the prospect's viewpoint. Your writing just "skims the surface" or sounds "clinical" rather than compassionate and understanding. Your statements are not convincing and you don't seem to genuinely comprehend the problem from their experience of it. You're "playing doctor" which leaves the reader uninterested and uninvolved.
8. Make it easy and keep it simple. If you use all sorts of technical jargon and descriptions, you'll only impress your reader with the fact that you are clueless. If they can't understand it by skimming or with a quick read, they will never read it more thoroughly. If you have complicated sentence structures, you'll lose their attention before they even reach the punctuation at the end of the sentence.
9. Having negative attitudes toward your target market and their problems will bleed out of your writing as condescension. Clean up your attitude or change your target market. If you have these types of attitudes, it usually means that it's time to upgrade your target market of rethink the way you're doing your business. Seize this opportunity.
10. You need help with the fine points of grammar, punctuation, and spelling. Your writing doesn't end up presenting your business professionally. Get help with this. In many ways this is the simplest of these issues to solve. You'll feel confident in sharing your business writing and that will attract clients.
These reasons why your business writing does not attract clients are simple to resolve. Don't let them impede the growth of your business.
Source: Suzi Elton link
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