Xtraordinary Women Magazine April 2015 | страница 27

2) What do you want to tell them? By firstly determining who you are speaking to, you can now decide what it is you want to tell your audience. If you want your target audience to make use of your writing services for example, but instead tell them you love writing, you will not generate the kind of interest you want. Instead tell prospective clients how you can serve them through the writing skills you have. At Wrap it Up, we do not only focus on writing good content, we look at what businesses offering similar services say about their own products and what the needs of the clients of our clients are. We then ensure that the copy we produce for our own clients reflects their brand image, states what sets them apart from others, and appeal to their prospective client so that the client will connect with the business regarding the services they offer. 3) Make sure you spell the names of people, organisations and institutions correctly It’s a rather simple thing, but spelling the names of people, organisations or institutions correctly is important. Make sure you get it right. 4) Write, read, edit, read, rewrite, edit (repeat again!) Don’t accept that if you have written a piece for the first time that it is perfect. All writers know that the original version of your article is just that, a first draft. Take a break, put the copy away for a while and then return and read it again. After you have reread it, start editing again and refine what you have said even more. Most importantly, keep sentences simple and to the point. 5) This is not a story about your personal life, it’s about your business One of the biggest mistakes a lot of my clients make is trying to bring in too much of their personality in the marketing materials of their business. This is often seen in website bio writeups of staff members. If a prospective customer is visiting an IT company to learn more about their knowledge on the latest IT systems, they do not want to read about the CEO’s passion for coin collecting and long hikes over weekends. They want to know about his experience and skills and how he has applied that to help the clients his company assists. 6) The devil’s in the detail Detail is important. So always check your copy and proofread it one more time and then some more. Think about who your target market is and decide if they will understand all the references you have made in your article. Are there some you need to explain? Then do so. If you want some more help crafting good copy, contact Wrap it Up PR & Communication Strategy at [email protected] or 073 534 5560 and let us assist you in producing professional copy for various marketing purposes.  Xtraordinary Women members get a 10% discount off our usual rates.