One of the most profitable skills you can learn for internet marketing is effective business writing. Effective copy is necessary not only for selling on a sales page as most people can assume, but also for building trust with the reader in the pre-sales phase. While you do not have to be a professional writer to get outstanding results, there are a few principles to keep in mind.
Writing directly for the readership of your target audience is as important online as it is offline. If search engine rankings is an important part of your online marketing efforts, then you need to get over the impulse to write primarily for search engines. Effective business writing is not, in the end, about ranking high in the SERPs but rather of making a believer out of a stranger, a prospect out of a lead. It is not hard to write for actual readers while having your keyword phrases in the content – just write as if you were having a friendly conversation with one of your leads. If you do write with the primary purpose of getting search engine love, it is quickly apparent to the reader, and makes for boring copy that people typically do not want to read anyway.
People come for the information, but stay for the connection
There really are just a couple of reasons why people search for or read anything at all on the internet. The main reason, of course, if because people want to find information. However, it’s also important to keep in mind that people are not just fact-absorbing robots. Nobody wants to be bored, and most people appreciate a little humanity in what they read – be it humor, sincerity, skepticism, passion, or anything else that conveys a connection between writer and reader. To succeed at effective business writing, it is important to tap into that human desire to have a genuine connection with another.
Common writing devices
There are various tried-and-true methods of engaging someone’s emotions, sympathy, commitment, anger, etc. As humans we all love a good story, we want to hear about triumph and overcoming the odds and in the end we want a story that ties out, makes sense, and gives us a good sense of closure. So, do not ignore the strength of a great story. Depending on the market and context, don’t be shy about using humor either. Another powerful device is to use metaphors. Metaphors have been used in human storytelling as far back as stories have been told, and remain as powerful as ever. Creating this connection through effective business writing will cause your reader to respond with feeling and emotion, and hopefully it will lower the reaction to being sold to because they think favorably of you.
The most essential first step for effective business writing is then to really understand your market because that will allow you to make the best decisions regarding your writing style and how to connect emotionally with your audience.