Business writing? Ugh. Who wants to read about that?
What about business writing clarity? What does that mean to you? I’ve said it before, and I’ll say it again. And again. What you say and how you say it matters. It matters to anyone putting content online, whether it’s B2B or B2C focused.
What does your physician’s website look like? What about your dentist? Your dog groomer? Is the content clear? It’s not just visuals that catch a prospective customer or client’s eyes on a website or blog. It’s the words; how they’re chosen and used, what they convey, and the impact they have on the user or reader – your targets.
If the language you’re using for your marketing and promotional materials aren’t clear or don’t convey the message you want as succinctly as possible, you’re in trouble. Any written materials or collateral for your brand – be it a blog, an email campaign, informational articles, or a white paper – must align your business products or services with the needs of the user.
Your goals? Sure, you want more money. That’s why you’ve created your business, right? Still, regardless of which method you use to promote or market yourself or your company, your ability to communicate with your target audience is key.
Clarity is key in Business Writing
Give them what they want. Your first couple of sentences should clarify the reason for your email, your blog, and your marketing campaign materials.
Get rid of the filler stuff. Busy people skim through all that. It’s about clarity and the KISS principle. You don’t have to impress your target audience with your use of superlatives. Don’t confuse them with dangling participles.
The same principle applies to your B2C writing collateral. Clarity conveys respect to your target audience. You trust their ability to understand your materials and they trust you to give them what they need, which 90% of the time is some type of information. Trying to impress your target audience with a bunch of unnecessary jargon or tongue-tangling words only risks losing them.
Bottom line: focus on your readers, users, and information-seekers. Provide them with the best experience you can in the short time you have to do this. It’s about meeting the needs of the user and not your internal goals, whether it’s more likes, clicks, or money.
As they say, time is money. Don’t waste their time – or yours. Get to the point as quickly as possible. That’s clarity in business writing.