Effective Business Writing Skills

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Effective Business Writing Skills

• Tracy Francis
• Charlie Apple Marketing Services

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Aims of the day

• Removal of the fear of the blank page
• Understanding the different types of written
  communications
• Strategic approach to writing
• Review your samples
• Actions to take forward

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About me

• Over 25 years Marketing experience
• MCC has been a major client for 4 years
• Work closely with SMEs for 10 years
• Full range of marketing services copywriting,
  website design, event management, marketing
  communications

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About you

• Name
• Position
• Company
• Business activity
• Why are you here??

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Global Rules

• Who are you writing to?
• What do you want to say?
• Define language
• Grammar Spelling (plurals apostrophes)
• Appropriate length of copy
• Get the name right

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Cliches

• State of the art
• Top of the range
• Meet your needs
• Leading edge
• Tailor made solutions/bespoke solutions
• Something for everyone

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What does good copy do?

• Delivers your message clearly
• Achieves your objective
• Connects with recipient emotionally
• Motivates the prospect/customer/buyer
• Retains brand integrity

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Not in isolation

• Copy is supported by
• Graphics
• Branding
• Publication, place or source
• Surrounding content

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Types of Copy

• Emails
• Press releases
• Newsletters
• Website content
• Fliers
• Case Studies

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Planning your copy

• Create a template for yourself
• Audience
• Reason for writing
• Key messages
• Key phrases (buzzwords, industry jargon)
• Call to action

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Email

• Html or text
• Appropriate salutation
• Keep copy to approx. 3 paragraphs
• Include attachments or links instead
• Call to action
• Email signature

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Task

• The following is a REAL email that came to me
  offering this companys services.
• Take 5 minutes to study the email and feedback
  your findings and opinions.

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Real Example

• To whom it may concern my names Mark Williams and
  I am one of 3 partners of DMSdortech LTD who are
  based in Cowley ,Middlesex, we are a company of
  30 years standing and would like to offer our
  services to you for all your door and gate entry
  systems.Services we can provide as follows.
•  
• 24 hours callout for all types of industrial
  doors and entry systems
•  
• Architectural Aluminium door and window systems
•  
• Manual and auto door systems
•  
• Steel security doors
•  
• Security bars and grilles
•  
• Fire door maintenance and renewals
•  
• Full maintanance   Planned Preventative
  Maintenance contracts to suit all needs
•  
• If any of the above is of interest to you then
  please call our office on 01895 422 355  FAX
  01895 421 221
•  
• Mark Williams.

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Repaired Example

• Dear Sirs,
•  
• My names Mark Williams and I am one of 3
  partners of DMSdortech LTD, which is based in
  Cowley, Middlesex.  We are a company of 30 years
  standing and would like to offer our services to
  you for all your door and gate entry systems. 
  Services we can provide are as follows
•  
• 24 hours callout for all types of industrial
  doors and entry systems
• Architectural Aluminium door and window systems
• Manual and auto door systems
• Steel security doors
• Security bars and grilles
• Fire door maintenance and renewals
• Full Maintenance Planned Preventative
  Maintenance contracts to suit all needs
•  
• If any of the above is of interest to you then
  please call our office on 01895 422 355 or visit
  our website at www.dmsdortech.com
•  
• Kind Regards,
•  
• Mark Williams
• Partner
• DMSdortech Ltd.

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Press Release

• Only of interest to press, no blatant promotion
  of a product must be news
• Who, What, Where, When?
• 2 Sides maximum A4
• Opening paragraph summary
• More detail follows
• Editors notes, images, contacts

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Newsletters

• Thinly veiled promotion in disguise
• Newsworthy content
• Case Study testimonial
• Visually stimulating
• Include generic industry news
• Calls to action

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Newsletters (2)

• Frequency monthly
• Data protection beware!
• Easy subscribe/unsubscribe option

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Website Content

• Crafted specifically for web not print
• Keyword heavy (3-8 times per 100 words)
• Internal linking within content of all pages
• Content is King!
• Dont compromise your message
• Short, sharp paragraphs

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Business Letter

• Find a reason for writing the hook focus the
  content around the hook
• Never go over one page!
• Make the offer stand out
• Retain your brand integrity
• Call to action

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(No Transcript)
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Case Studies

• Win/Win for you and your client
• Generates PR in industry and local media
• Growing collateral for handouts
• Changing content for website
• Increases credibility and confidence in you
• Improves relations with clients

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Summary

• Define your audience
• Plan your message
• Plan your key phrases
• Decide on your call to action
• Let it flow!
• Proof read by 3rd party if possible

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Thank you

• Tracy Francis
• Charlie Apple Marketing Services