How to Get More Customers: Why Good Words Matter in Business

As a copywriter I spend a lot of my time re-writing stuff: websites, proposals, press releases, all sorts of things.  I do the face-palm thing when a client sheepishly admits that their writing skills aren’t very good as for the most part, they’re right. But I love these customers and I can’t wait to work with them. Why? 

Business owners who understand that good words matter are my friends for life. They get it. They appreciate that a well turned phrase and concise, clear writing is impressive and that it’s part of presenting a professional image.

Here’s a tale to make you laugh, or cry perhaps: Back in the day (before I had my own business) a colleague decided to create a mini mail shot campaign. He sent out about 100 letters and brochures, each individually signed with a hand written address label to make it look as unlike a mail shot as possible.  He checked neither his spelling nor his grammar. A week later, one recipient sent back the letter with the mistakes highlighted in red. Oh dear.

I also recall another incident in which a marketing executive nearly lost her job. Let’s just say that she soon learnt that Emails. Must. Be. Written. Properly. 

Getting it right isn’t just about presenting your business appropriately, although well written marketing copy will get you noticed and ultimately contribute to your organisation’s success. If you’re writing for the web – and let’s face it most companies have websites – you need to be aware that there are rules. Oh yes indeed.

People skim read – you’ve got literally seconds to grab their attention.

Users are looking for responses to a question of some sort. The “answer” needs to be found quickly.

Sentences must be short. And concise.

Paragraphs, brief.

There should be no superfluous or unnecessary words, no spelling mistakes and no ghastly grammar. 

Did you know that when it comes to being found on the internet, search engine crawlers trawl websites looking for original content? Stuff your website with keywords at your peril for, like a plane failing to see your hoisted flag on a deserted island, they will ignore you. For search engine rankings, your content must be well written, accurate and relevant to its subject. 

In the About section, describe what your company does, how it does it and your target market.  In the Services section, write clearly about what you provide. Don’t waffle and always bear your  audience in mind, not least because they’re not specialists in your industry.  Talk to them in a language they understand.

Edit, cut down, eliminate duplications.

Write well and you’ll get more clients.  Get “you’re” and “your” wrong and another puppy will die.

By Susan Beckingham, Sussex Copywriting Services

If you want to contribute to the Chamber blog, contact us on hannah@brightonchamber.co.uk