Written communication is often the first impression you make on potential customers, business partners, or employers. Because of its significance to your marketing message, it is one of the most important aspects of your business.
Good writing sets a positive tone and encourages people to enter into a relationship with you. It tells people that you have something worthwhile to offer them.
Although writing style is a subjective preference, writing quality can be objectively defined. Three characteristics of good writing are that it is purposeful, compelling and clear.
Purposeful – Every written communication has a specific purpose. It may be to inform, like a corporate newsletter, mission statement, or press release. It may be to explain, as a training manual, white paper, or business letter. Writing can also be used to motivate a sales team, instruct a student, or inspire social change. Identifying the specific purpose of your writing before you begin will make it easier to choose the most appropriate format and content.
Compelling – Effective writing compels the reader first, to continue reading and second, to feel, think or act in a certain way. Marketing brochures, sales literature, proposals, resumes, even business cards, rely on the power of the written word to compel decisions and actions. Read your writing from your customer’s perspective. Does it motivate you to act?
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 internal corporate communications or external promotion, clarity makes your writing more vibrant and memorable.
Which writing projects should you complete yourself, and which should you outsource to a professional freelance writer? Consider these three questions:
- 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?
Short, personal or proprietary communications, like agendas, meeting minutes and performance evaluations can easily and efficiently be completed in-house.
Promotional or comprehensive corporate communications – such as press releases, sales and marketing materials, corporate newsletters, training manuals, and resumes – are often sourced to freelance writers who have the experience and creativity to maximize the impact of your written communication.
A professional freelance writer who is skilled at combining the art of words with attention to detail gives you the freedom to focus on other aspects of your business. Partnering with a freelance writer for your corporate communications ensures that the first impression you make is a good one.
Copyright © 2005 by Sally Bacchetta. All rights reserved.