I’ve written professionally during my entire career, starting in Fortune 500 companies and for the last 16 years as a freelancer. During that time I’ve seen three common writing mistakes in do-it-yourself websites, blog posts, newsletters, case studies and other marketing materials.
Writing Mistake #1: Most DIY writers fall in two categories. The first is so determined to have every word correct that they never actually issue anything. They know they need to revise the website, post another blog, send out the newsletter; months pass, and nothing changes. The second type of DIY writer delivers any message that comes to mind, whether or not it resonates with their audience and whether or not the audience is there to receive it. One nonprofit I know was trapped at 9 likes on Facebook; then they hired a professional and soared to 109 likes in two months, because the professional actually knew how to use Facebook and connect with the nonprofit’s audience. The moral here? If you can’t or won’t do it yourself, admit it–and hire a professional writer.
Writing Mistake #2: Many DIY writers forget that their audience needs and wants to be educated. Instead of explaining what their company does and why, those writers concentrate on listing products and services. Unfortunately, most products and services have lots of competition in the marketplace. It’s the how and why that differentiates companies. The solution? Hire a professional writer who asks the same questions that your customers would ask and envisions marketing materials that tell your unique story.
Writing Mistake #3. More is not necessarily better. Customers have a limited time to read through your marketing materials and a limited tolerance for repeated email blasts. Concise writing with a punch has the greatest value. Target your marketing collateral so that you remain fresh in customers’ minds without becoming an annoyance. A professional writer can help you develop a campaign that is focused and interesting.
TWP Marketing & Technical Communications has provided professional writing to B2B and B2C businesses large and small since 1999. We’d be delighted to help you.