Reflect your brand identity
Your business writing needs to reflect your brand identity. The essence, personality and the values need to come through in the tone of voice you use. What you write is uniquely you, so aim to make it as unique as possible. Try to avoid cliches and obvious phrases you see on competitor websites.
If you’ve seen it before, the chances are, your target audience will have seen it too.
Think about what opinions your brand has and why they matter. It’s OK if people disagree with what you say. In fact, it’s better to write in a way that people either love or hate, than to write in a way that’s just OK. Because the world’s full of “OK” writing, but no-one remembers OK writing. They remember the writing that sat at the extremes. That either they really loved or totally hated.
A great writing tip is to read your words aloud. Listen to how they sound. Do they sound natural? Like words you would use when talking to your family or friends? Or do they sound stiff and formal? Like listening to a boring teacher at school or a windbag politician on TV?
Think about how you use basic writing techniques like punctuation, sentence and paragraph length. These are designed to make words easier to read.
If you find yourself writing a long paragraph of text, think about adding a short one to give the reader a break.
Like this one.
Or start a new and short paragraph. When people read, large blocks of text can put them off. They seem intimidating. Paragraphs help create white space, and white space is good in writing. The reader’s eye skims ahead and sees that there’s a pause coming, where their brain can catch up.
That’s a good thing.
It’s what you do when you talk. You pause. You let the other person in the conversation have time to process, to listen and respond.
Try to do that when you write.
Your audience will love you for it.