For all that's changed about marketing communications, the essential truth has not. Good communication is purposeful, compelling, and clear.
Whether it is website content, an email marketing campaign, a blog, brochure, social networking post, or white paper, written communication is often the first impression you make on your target market. Your written communications tell people that you have something worthwhile to offer them. Or not.
Purposeful – Every written communication has a specific purpose - to inform, educate, inspire, or entice. You need to identify the specific purpose of your writing before you begin.
Compelling – Effective writing compels decisions and actions. Read and re-read your communications. Do they motivate you to act in a way that benefits your business?
Clear – The ever-increasing pace of business requires many of us to do more in less time. The clearer your writing, the easier it is for your readers to quickly understand and respond to your message. Whether you are writing for an internal or external market, clarity makes your writing more vibrant and memorable.
Should you do your own writing or hire a professional? Three questions to ask yourself:
Do I have the expertise to write the most effective communication?
Do I have the resources necessary for the results I need?
Do I have time to research, write, edit and rewrite the project?
An experienced professional freelance writer is uniquely qualified to maximize the impact of your written communication. Partnering with a freelance writer gives you the freedom to focus on other aspects of your business and ensures that the first impression you make is a good one.
Sally Bacchetta
Onwords™ column
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