By Patrice Rhoades-Baum (used with permission)
My husband and I often pick up eye-catching pebbles on hiking trails. Nearly all are “leaverite” (leave ’er right there). Once in a blue moon, we’ll find a crystal or stone that’s worthy of pocketing, displaying on a shelf, and looking at again and again.
Likewise, I’ve tripped over piles of writing gems over the years. I’ve “pocketed” my favorites and, like the distinctive markings of a beautiful stone, I value and appreciate these rich, enduring writing gems year after year.
Here are my two favorite gems:
- Readers are always tuned to radio station WIIFM: “What’s In It For Me?”—Instead of talking about you, your product, or your service, tune your message to what your readers really want to know: “How will your product or service help me? How will it simplify, enrich, or improve my personal or business life?”
- Paint a visual picture.—Craft every sentence so it’s as clear and concrete as possible. If your readers close their eyes, can they see what you’re describing? When you review your writing, delete extra words that dilute your message and muddy your picture. And use tools like Thesaurus.com and Merriam-Webster.com to add vivid, action-oriented verbs. If you’re writing about abstract or technical concepts, consider including simple illustrations. (Make sure they’re simple and clear, not cryptic and confusing.)
Remember, the touchstone of persuasive writing is effectively communicating your message to your readers. These two writing gems can help you achieve this.
A highly experienced marketing consultant and copywriter, Patrice Rhoades-Baum teams with small business owners and entrepreneurs to make their expertise shine with a crystal-clear brand and hardworking website. If you’re a business owner struggling to clarify your brand, Patrice will team with you to polish your brand, write copy for your website, and facilitate the creation of a new, strategic website – your most powerful marketing and sales tool. Learn more at www.BrandingAndWebsites.com
