Never ever put pen to paper or finger to key until you have asked yourself "Why am I writing this?" Without exception, everything you write should have a purpose. If it doesn't it's a waste of time.
Every piece of copy used within your business should be seen as an agent of action. It doesn't matter whether it is an advert, website copy or a newsletter - it's not static, it is there to generate a sale, build leads, stimulate interest...it should be there to create a reaction.
Before writing anything, ask yourself these two questions:
1. What will this do for my business?
Not everything you write will close a sale, but everything should have a purpose. If, from the start, you can't define its purpose it is probably a waste of time and money.
2. What do I want my reader to do?
Buy? Probably. But that won't be true of everything. You may just want them to make contact, sign up for a newsletter etc. But whatever it is, your copy must be persuasive if they are going to be convinced to take the desired action and, possibly, be open to further steps in the future.
Before you claim your writing is purely for informational purposes (such as a white paper or case study), it should still open the door for future business. Interesting articles and reports should help build customer relationships and pave the way for potential sales.
Remember the golden rule - every piece of writing your company produces is a budding sales opportunity.
Sally Ormond is a professional SEO website copywriter and advertising copywriter with extensive experience in B2B and B2C copywriting markets. She can be contacted at +44(0)1449 779605 or online at http://www.briarcopywriting.com for any copywriting project you may have.
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