Who needs a writer?
After all, everybody knows how to type, right? And most people can put together a subject and a predicate, a noun and a verb. They can get their point across, if not so elegantly, using basic grammar. So who needs a writer?
Words, words, words...
I’d say everybody does. Well, being a writer, of course I’d say that. But truly, I believe anyone who’s in business, either as an entrepreneur or marketing maven of an established company, needs a writer. If not to write their brochure, ad or business letter, at least to cast an eagle eye over their copy and rid it of bad punctuation and spelling.
Simple proofreading is only the beginning of what a writer can do for business communicators, though.
• A writer can tell you if your copy needs to be broken up into smaller chunks, instead of being a solid column of gray. Confronted with an unbroken block of text, the reader’s eye balks and wanders away in search of white space.
• A writer can make “just okay” copy more intriquing. Zingier verbs and peppier adjectives pump up the interest level. And the right rhythm and arrangement of words can make paragraphs end with a bang, not a whimper.
• Writing is really thinking, expressed in words. Everybody knows how to think, too, right? But sometimes, people need a writer to help them organize those thoughts for greatest impact.
• Writing is also a craft. Like a woodworker who hones his skills in building fine furniture over years of training and practice, a writer sharpens his or her ability to communicate. S/he reads a lot. Studies good writing. Takes classes. Shares knowledge and techniques with other writers. Over time, a good writer becomes better and better at the craft.
• It’s hard to write about yourself or your business because you’re so close to it. A writer, an outsider with a 30,000-foot view, may see benefits your business offers that you hadn’t even thought of.
So –
If you are a brilliant business manager, restaurateur or plumber, you really know your stuff in your field. But you may not be a whiz at writing compelling sales or marketing copy about your business. There’s no shame in that. Let a writer tell your story — in a brochure, on a website, in a TV or radio commercial, on a billboard or via social media marketing.
Let a writer interview you about your business. Share your passion, your experience, your victory stories, your funny stories, your ups and downs. And from that interview, the writer will produce a communication that gets across all your best attributes, the value you offer, and the one powerful reason a client or customer should do business with you instead of the other guy or gal. Strong, focused communications help you build relationships with prospects and loyal clients or customers. And relationships build your business.
So who needs a writer? Maybe you?
