Do you ever worry that you may be spending a lot of
time writing something that no one is going to read?
When you’re running a business, you appreciate that
time is money. Hence any significant business activity needs to offer you a
return, to justify its continuity.
It is generally recognised that writing blog posts and
submitting newspaper articles has the potential to raise the profile of your business and
generate interest in what you have to offer. However this is only true when the
content has been well written – and not many of us can claim to understand the
essential keys to writing good copy
I recently spoke with Wendy McWilliams from WMC Public Relations about how to write
copy that will engage readers and generate a response, if that is the desired
outcome. Wendy brings more than twenty years of experience to PR, particularly
supporting SMEs with their promotion and publicity. She offered some great tips
on content writing relevant to all of us running a small business
Q:
Wendy, do you need special skills to write articles that people will actually read?
Not really, but you need to be mindful of who you are
writing for and who will be reading the article. And whether it is a technical
article or one that is general in nature, there are some tips that can be used
across all types of writing.
Q:
So if you are writing a blog or a feature article for a trade magazine, you can
apply the same principles?
Yes, you just need to write in different style. For
example a blog can be a lighter style, whereas an article for a magazine would usually
be more formal.
The first tip is to create a catchy heading and
introduction. You want to capture the reader's attention so they actually click
on the link or stay on the page and continue reading. If you aren't sure what
works, look at the articles that attracted you or emails you received that
prompted you to click on them for more information. What worked with you and
what didn’t? Also, check the metro daily papers and see how they intro a story.
Practice trying to make it as punchy and attention-grabbing as you can.
After people have read your intro they want to know
more, so it’s important to then include all of the factual information. The
who, what, when, where, why and how.
Another tip to good copy-writing is to add a human
interest element. Depending upon your subject, you might consider how people
have been affected. Be specific, not general when talking about how they have
benefited.
Q:
Any advice for the small business owner who wants to tell their story?
For a small business success story it's a good idea to
include some background information about how you or your company came to be
where they are and what influences or mentors you’ve had in the past. What initially
motivated you to start the business and what it is you find most satisfying
about the business now.
What or whom do you attribute your success to? What
ups and downs have you had along the way? Obviously, you must make it real and
honest – but try and include something that differentiates your business story
to that of others.
I would also suggest you try and keep a news angle to
the story. This is particularly important if you are pitching a story to the
media, for example your local press..
Q:
What about structuring your content – any tips?
You should try and keep the content of the article in
a logical order; chronological is usually the best structure so that readers
are guided through your story in a seamless way.
And I would suggest that you include advice or tips on
how others can benefit from your learning and experience. It's like a bonus for
them reading the article.
Q:
Any final words?
There is an art to writing interesting articles and it
does take a while before you become competent with it. What you write needs to
be succinct and not contain waffle. Just put yourself in the readers' position
and from that perspective, it's easier to write what you would like to read.
And one final piece of advice when writing your copy. Don't make spelling,
typographical or grammatical mistakes, as this is one of the biggest turn-offs
for most readers. It can definitely undermine the impact of your message and
detract from your own credibility. So try to get it proof-read by someone else
before you publish the blog post or submit your article.
And for some other great advice on PR, take a look at our post PR Tips for Small Business
Copyright 2012. Brian Carroll is the founder of Performance Development - a corporate training company based in Melbourne that delivers management courses, leadership training and interview coaching
And for some other great advice on PR, take a look at our post PR Tips for Small Business
