June 6, 2014
As a business owner, you no doubt have to write about it. Whether it’s client communication, content for your website or marketing materials, you can’t escape the need for the written word.
The problem with this is…most people don’t write how people want to read.
Here’s a great example of poor client communication. These are the instructions for how to setup email accounts on my new email server. Keep in mind, I’m a techie, yet I have no idea what this means:
“If you configure your e-mail client correctly nobody but you will be able to tell the difference between a POP and a forwarding address. Just make sure that you always include the forwarding address you want to receive your e-mail replies at in the REPLY-TO field of your e-mail manager to assure proper e-mail transfers.”
If this makes sense to you, I’m really impressed! I doubt the person who wrote this fully understands what it means. He probably knows how to “do” what he says, but he certainly doesn’t know how to “explain” what he does. He might as well be writing in hieroglyphics!
This type of poor communication is all too common, even in marketing materials. As a business owner, it’s hard for us to pull far enough away from the details to communicate only what our audience really needs and wants to hear. Some people have a knack for it…most don’t.
I’d like to think I’m a pretty decent writer, at least when it comes to articles. But I know I’m sorely lacking when it comes to ad writing. That’s why I hired an ad writer to create my marketing messages for me. He’s able to see my business in a way that I can’t, and write in a way that took him years to perfect.
You’re probably tired of hearing me talk about outsourcing, delegating and building a team. If you only take my advice on one thing with respect to this, please find yourself an ad copywriter. They very well may be the missing ingredient in your business.