Writing That Makes a Clear Difference

When business people write copy, whether for their web site, brochures, or even business cards, it’s critical that the writing be clear and correct. There are two reasons I say this.

First, people understand their own company much better than their potential customers do. So, before you commit to any business copy, ask someone unfamiliar with your business to review it. Are the products well defined? Are the benefit statements clearly understood? Is real value being communicated?

Second, potential customers make judgments about your company’s competency based on your communications. Again, before you publish anything, ask others to review it for grammar, spelling, and tone. When you print mistakes, prospects may conclude that you are incompetent, careless, or not interested in paying attention to detail. Those judgments undermine your ability to persuade a prospect to become your customer.

Mark Twain wrote, “The difference between the right word and the almost right word is the difference between lightning and a lightning bug.” In business, the difference between clear writing and unclear writing is the difference between a revenue stream and a revenue dream.

Dave Wesley