123ArticleOnline Logo
Welcome to 123ArticleOnline.com!

ALL >> Education >> View Article

Business Writing When Not To Be Professional

By Author: Ralph Adams
Total Articles: 39

It's time to write your next ad or brochure. Maybe some web content. You've done all your research, and you're staring at a blank computer screen. You want to look good in print. You want to put your "best foot forward." And, of course, you want to make a barrel full of money.
Well, you're going to have to pick one, because you can't do all three.
Not, that is, if "looking good in print" means sounding like an educated professional. Or using perfect grammar. Because unless all of your prospects are English teachers, they're going to respond better to more natural writing - writing that reads like people actually speak.
Real people don't speak like "professionals" write. (Neither, for that matter, do most professionals.) Real people use sentence fragments. They start sentences with "and", "or" and "but."
Every now and then they kind of trail off like...
One thing real people do not do is use big, fancy words when shorter ones will do. And neither should you.
Real people do not say things like, "I am committed to finding the lowest cost alternative." Why, then, would you want to be "focused on providing" it?
Copywriting that uses stuffy, complex language just doesn't sell. You know what I mean: The verbose, impersonal, corporate-speak that sounds more like a mission statement (which nobody cares about) than a personal communication. The kind that strokes the CEO's ego when it should be stroking the prospect's.
With that in mind, here are some tips to help bring your writing back "down to earth":
1. Picture your prospect. Get a mental picture of the one typical person you're writing to. If you have to, get a real picture from a magazine or even your family album and tape it to your computer screen as you write. Then write like you're talking to that one individual.
2. Read your copy out loud. If you stumble over anything, so will your reader. Rewrite until your words flow smoothly and sound natural.
3. Read your copy to someone else. Preferably a group of people. If, when you are finished, they tell you what a great job you've done, you have failed. You've succeeded when they ask you how to get what you're writing about.
Never be afraid to be personal in your ads, web pages, sales letters - any time you are communicating with a prospect. Make it sound like you are actually speaking to them.
If you still want to "look professional", use the money you make and go buy some nice business clothes!


buy an essay

Total Views: 83Word Count: 418See All articles From Author

Education Articles

1. Aims Institutes: Catering To The Educational Needs In Bangalore
Author: Shoeb Mannur

2. Why For Selenium Testing And What Mean For Selenium ?
Author: infocampus

3. Chennaiinstituteoftechnology
Author: chennaiinstituteoftechnology

4. Career Prospects Of A Proficient Mba Candidate
Author: NIEC

5. Sunday School Small Group Lessons And Activities
Author: parveen kumar

6. It Is Mandatory For You To Get Your License For Doing Your Real Estate
Author: Daniel Acosta

7. The Best Tool To Help You Clear The Clat Exam
Author: Reva Solanki

8. Helping Management Scholars With Their Phd Dissertations
Author: Gary Brill

9. Ways To Get A Healthy Voice By Changing Lifestyle
Author: David K's Music School

10. What Do Students Need To Learn About Dissertation Writing Services Before Hiring Them
Author: David Cyryl

11. Things To Look For While Selecting A School In Bhubaneswar For Your Child
Author: John Watson

12. Benefits Of Tax Accountant That May Change Your Perspective
Author: Austin Loader

13. Why Should To Learn Web Development
Author: Web development training in marathahalli.Gyanguide

14. Make Your Career In Largest Retail Industry World
Author: nisha mishra

15. Power Of Heart: How You Can Actually Decode It And Does It Serve For Better Purpose In Life?
Author: Gian Kumar

Login To Account
Login Email:
Password:
Forgot Password?
New User?
Sign Up Newsletter
Email Address: