Writing is critical to effectively marketing a small business.
Everything in marketing starts with writing… Or, at least it should. There’s really no way around it.
- You write your marketing materials,
- You write your brochure,
- You write your ads,
- You write your web site copy,
- You write articles, special reports, tip sheets, talks and presentations,
- You write post card mailers,
- You write ezines or blog posts,
- You write proposals and sales letters, etc.
It all starts with writing. Effective writing is a key skill to success in marketing your business.
Don’t panic – we’re not talking about Pulitzer Prize winning literature here. It’s about writing in a way that informs and educates your target market of the value you offer. It’s about writing in a compelling way that gets your target market to take action.
When you write about your business and the services you offer, you will actually gain clarity that hasn’t existed before. Writing about what you do for clients and what they get from your services strengthens your marketing message. You’re able to begin conveying your message more authentically and persuasively.
You see your knowledge and expertise is valuable. It’s what your prospects are looking for when they’re looking for solutions to address their challenges.
Writing is one of the best ways to express some of that knowledge and expertise in small, manageable quantities. It helps build authority and credibility so prospects will want to know more.
Do you see why small business marketers need to write?
My advice is to go ahead and start writing something at least a couple of times per week. Don’t worry if your writing is not great because it will get better with practice.
Just focus on sharing bits and pieces of your knowledge and expertise Write informative pieces on topics your target market will care about. You’ll end up building up a great little arsenal for promoting your business with tremendous impact.
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4 Responses
[...] This post was mentioned on Twitter by Marketing Action , Jerry Smith. Jerry Smith said: New blog post: Do Small Business Marketers Need To Write? http://bit.ly/6Zbche [...]
Posted on November 23rd, 2009 at 10:56 am
I agree business owners should practice writing. But not all have the time or talent (or even literacy level) to write well. Also, effective marketing writing takes specialized knowledge. I encourage business owners to let a writer look at what they’ve written before sending it out. A professional writer can make a business look better by correcting grammar, punctuation, usage and syntax. Some writing may require more extensive editing. But considering the value of a good first impression, whether in print or in person, the minimal cost of getting a writer on board is well worth it.
Writing for your business should not be a strictly DIY project. As in any other area of business, it’s best to consult an expert.
Posted on November 24th, 2009 at 12:30 pm
Thanks for your comments Liz.
Writing is just one area of small business that an owner might consult outside expertise. Certainly they could outsource bookkeeping, accounting, payroll, human resources, even production functions.
My main point in writing the article is to encourage small business owners and independent professionals to exercise their marketing muscles. Writing creates a lot of clarity and focus. It helps a small business owner “sharpen the saw” (so-to-speak) on creating and telling their marketing message.
Doing your own bookkeeping or payroll may not yield the same benefits.
The other point I have for small business owners is to leverage their expertise (i.e., what makes them good at what they do) to build the know-like-and-trust factor with their target market.
Again, thanks for your comments.
If I have major grammar, punctuation, usage, or syntax mistakes in this comment then please call me to discuss;^)
All my Best!
Kevin
Posted on November 24th, 2009 at 2:48 pm
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This post was mentioned on Twitter by jerryskc: New blog post: Do Small Business Marketers Need To Write? http://bit.ly/6Zbche…
Posted on November 24th, 2009 at 5:37 pm
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