There is no shortage of sterile writing in the world. Sift through enough small business websites and blogs, and you’ll see plenty. Many look exactly the same, share the same talking points as their competition, and are completely void of anything personable.
When you write in this form, there is little for your readers to relate to. In any writing, the goal is to invoke a response.
Here are some ways to do that in your marketing content:
- Use the right tone. Are you a shorts and a t-shirt kind of guy? The good news is you can take an informal tone in your writing, and still remain professional. Laid back can mean fun to work with AND talented. It’s OK to let personality shine through.
- Tell your story in your web content. What makes you the right person for your customers? What makes you different than your competitors? Google provides your customers with a choice. Telling your story in an engaging fashion gives them a reason to choose you.
- Use anecdotes in your blogs. It’s OK to use a personal story to illustrate your point. It’s OK for your customers to know that you’re obsessed with music, or can’t wait for football season.
Matt Brennan is a Chicago-area marketing writer and copy editor. He is also the author of Write Right-Sell Now.
