Writing is about so much more than putting pen to paper and creating words to form sentences. A piece of writing can inform, tell a story, persuade people to change their opinions, and spur others to take action. But to do all these things, it needs to be written well. 

And that’s true whether you’re writing an email to a referral partner, content for your website, or a letter to a dear friend. 

So how do you tell the difference between the two?

At it’s most basic, it’s obvious what bad writing is. It won’t make sense and will have a sprinkling of typos, misspellings and grammatical errors added for good measure. 

But, there’s a lot of writing out there that would still be considered bad even though it keeps to all grammatical rules. Why’s that? Because it fails at its purpose.

And the reason it does that is that often it will: 

  • Be hard to understand or follow. 
  • Be full of long words and sentences in a misguided effort to sound ‘clever’ 
  • Be unprofessional – in either tone or content
  • Contain inaccurate or misleading information 

Good writing, on the other hand, tends to:  

  • Be clear, with short sentences and simple language making it easy to understand
  • Be professional in tone and content 
  • Contain accurate information backed up by reliable sources (where relevant)

How does this apply to small business marketing? 

Whether it’s copy for an ad, an email newsletter, or content for your website, good writing skills help make your marketing more effective. Good writing helps you establish trust, and build relationships and credibility with your customers and referral partners. 

While your style may differ in tone depending on the audience or platform it’s published on, there are several traits that all effective marketing writing has: 

  • The content focuses on the customer, rather than the small business
  • It appeals to people’s hearts, rather than their brains 
  • It focuses on the benefits of a product or a service, rather than its features
  • It’s written for a clearly defined audience, rather than a ‘one-size-fits-all’ approach

If you’re struggling to write good content for your small business, then dump your problem on Hunter & Scribe. Contact us at [email protected]