Why Go To A Writer?

You’ve spent thousands of dollars upgrading your company website. It is mobile first and looks great on any device. You’ve even stuffed the meta tags with keywords to optimize your SEO and purchased some digital ads to promote traffic.

But what about the content? Is your messaging on point? Is the information provided what your potential customers or clients really need to know in order to make a buying decision? Have you really addressed their concerns and created an engaging platform?

These are universal questions which should be reviewed whether you are launching a website, creating a brochure, crafting an e-blast or simply writing a standard marketing letter.

So why go to a writer? It is not just for grammar and spelling. Although as the daughter of an English teacher, these types of errors are very distracting and tend to diminish the credibility of the source of the content.

Calling upon the expertise of a professional writer is actually more a matter of ensuring the completion of a two-step process. First, make sure that the piece effectively communicates what the company wants to be said and achieved. Second, translate those corporate wants into content that attracts, engages, and then drives the intended audience to take the desired action.

Points to be considered include:

• Do you have a defined purpose and goal for what you are writing?
  This applies not only to short-form letters and similar communiques, but also to each page of your website or brochure.
• Have you stayed on point?
  As tempting as it may be to slip in one more idea or related piece of information, remaining focused creates a much more cohesive and convincing story line.
• Have you built a convincing case?
  You copy needs to substantiate the purpose behind the piece. The goal is to make your readers feel comfortable about taking the next step in the process and not to leave them with too many unanswered questions.
• Is your storytelling sufficiently compelling?
  The content of your copy needs to not only attract the attention of the recipients, but also to engage their interest. Then you want to take those potential customers to the level that they care about what you are saying and want to read more or proceed with a further action.
• Have you lost your readers in a flurry of acronyms, tech terms or industry-speak?
  One of the fastest ways to disengage with a reader is to start using unfamiliar acronyms and terminology. You may know what you are talking about, but does the reader? Never assume that the meaning is obvious. Spell out all acronyms, at least the first time that you use them. And, take into consideration the knowledge level of your readers and don’t be afraid to add definitions or explanations in plain, simple language.
• Does the copy reach a logical conclusion, followed by a clear call to action?
  Remember that you have a purpose behind what you are presenting and a goal that you want your piece to achieve. That means that you are going to have to have your reader do something, so you have to give them a call to action. However, that step has to flow logically from the information as presented.

A professional writer or communicator makes sure that the interests of both the company and the reader are served by the content that he or she develops. The end result is a piece that effectively communicates a message that bridges the needs and desires of both parties.

Are you achieving all that you desire from your website, your brochure, your e-blasts, or your marketing letters? Sign up with GoToWriterAustin for a complimentary, 15-minute analysis.