Communicating or Confusing?
Business marketing is all about communication with consumers by creating clear and compelling messages for your target audience so they can begin to know, like and trust your brand.
When it comes to writing business copy, communicating your message clearly to your consumers is your first priority. Often this basic principle seems to go unnoticed, particularly in the world of business-to-business (B2B) marketing. It is important to remember that people, consumers are reading your copy.
Many copy writers make the mistake of trying to ‘sound business-like’, often detracting from the message they are trying to convey, resulting in the consumers becoming confused.
Keep It Clear And Simple
Instead of trying to sound business-like, write as though you were talking to someone, tell your story. The copy will include industry terms or jargon, however when jargon is presented within the context of easy-to-read and understand copy, your message will be communicated in a way that’s understandable and entices the consumer to be interested and find out more.
Make the copy communicate your message in a way that is clear, understandable, direct and compelling so the consumer becomes interested and wants to learn more about how you can help them.
It is critical that you don’t make your reader work to understand what you’re trying to say!
Copy Can Never Be Too Easy To Read
Remember, your goal is to communicate your message and have it be understood so the consumer will take some action that will further your business. Consumers are unlikely to complain that your copy was too simple.
Copy writing legend Bob Bly puts it like this:
… as a chemical engineer myself, I have been writing copy aimed at engineers, scientists, mathematicians, systems analysts, and other “techies” for 34 years. And in all that time, I’ve never been told that the simple, plain English copy I wrote was “too easy to read.”
Don’t be afraid to make your copy ‘easy to read’ as doing so can only help improve the strength and persuasiveness of your copy — giving you the results you set out to achieve in the first place.
Copy writing not your forte?
If copy writing is not your forte, then you’re not alone. Many small business owners struggle with writing effective copy and their business results reflect this. We offer copy writing services that includes full website copy, rewriting individual website pages and includes in-page search-engine optimization (SEO).
Contact us if you would like to start seeing better results from your website marketing efforts.