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By Suzi Elton
Most people, when doing their business writing, sing the one note song,”me, me, me.”
They actually imagine that incessantly talking about themselves is going to attract their target market. They talk about their background, their certifications, diplomas and training. They go on and on about how brilliant and accomplished they are.
If your business writing is done like this, you are definitely repelling those you intend to attract.
Think about this, if you are conversing with someone who talks only about themselves, what do you think, feel and how do you respond? You think they are boring, you feel suffocated, and you can’t wait to get away from them.
What do you need to write produce business writing that is compelling for your target market to read? You need to write about your target market–exactly those people you want to attract. They won’t have the slightest interest in learning about you until you’ve shown them your depth of interest in them, and your knowledge about their situation.
You may be thinking, “How can I ‘know them’ when we haven’t even met?” No, you haven’t met the SPECIFIC people you are yet to attract, but in order to attract the clients you want, you need to be knowledgeable about them as a “composite” of your previous clients, a class of people that you have experienced intimately.
In order to write marketing materials that your potential clients WANT to read and feel compelled to read, you must thoroughly know those who make up your intended market. This means that you understand how they think, what they believe, how and where they spend their time and money. You know what they want in life.
More than anything though, you know what problems they’re looking to solve. If you write about their issues, you will get their attention. If your business writing describes their problems (the problems they are looking for the solution to), this will cause them to read what you have written. You need to deeply understand their pain from this problem and communicate your understanding with empathy and compassion. It needs to be obvious that you’re experienced with and knowledgeable about the issues that trouble them.
After you’ve clearly illustrated an extensive background and depth of experience with their problem, you next write about the ultimate solution they seek.
This means that you describe their life as they experience freedom from the problem, and how they will feel with that outcome. You “paint a picture” with words that bring them into the emotions of the experience. This is again done by drawing on your deep background in helping others solve those same problems that these prospective clients have.
Go back into your past client experiences, and extract out reactions, responses and the verbal statements you’ve witnessed. Describe the freedom, joy and “new lease on life” aspects as you observed them. This is especially effective in evoking a desire in prospects to know more.
Next, write a succinct description of the steps the prospects need to take to get that ultimate outcome. Don’t go into great depth and describe your whole process. Write from their viewpoint and give a “summary style” description. This is not lengthy and detailed. Don’t worry about giving away your secrets. Those who need your services and have a budget for them will be attracted by your forthrightness–and will still need your help to get the solution.
Don’t forget to add a call to action. Tell them what to do next to get that ultimate outcome. Direct them specifically, or else your writing is in vain. Without a call to action, you’ll leave them unsure what to do next.
Take these few easy steps and produce writing that compels your target market to read, and become interested in contacting you.
Suzi Elton works with highly creative types to create income that matches their talent. Through strategic coaching and marketing writing, she has helped hundreds of clients make dramatic changes to live their creative desires. Her current emphasis is working with those clients who are ready for dramatic increases in income (double, triple, quadruple) within a matter of months. Coaching: http://mylifepurposecoaching.com Writing: http://WOWFactorWriting.com