Home Columns

The Business Writing Challenge
by Jim Soos

It's tough enough to write compelling copy for a business when you know exactly what the owner wants. But what do you do when a business owner doesn't have a clue? They may have a general idea, however, conveying the information to you in a usable format is way beyond their means. Writers are not mind readers, so at times you may find yourself wracking your brain for the perfect solution to please a client without the worry of endless rewrites. This is a time when a writer needs to use interview skills, creativity, and the age-old art of Winging It.

The answer to any business writing assignment is to treat the project as if it were your own. Look at it through your client's eyes and your perspective will become much clearer. The underlying theme will depend on what product, service or information you will be writing about. Ask enough questions until you have a thorough understanding of what is needed. It may take a little coaxing to receive the required information, and there may be some gray areas open to interpretation. This is where your creativity steps in. Do not be afraid to make suggestions. You are contracted for an assignment because of your flair for words. Something your client lacks.

You are expected to furnish attention-grabbing content, but how do you convey the message your client wants? Discuss tone, voice and length of a piece before you begin writing. This will give you a starting point, and make the brainstorming session easier to handle. Many clients are unaware of options available to them. The straight- forward businesslike approach they are thinking of may be too stuffy to successfully fit their project. A more conversational tone, or even a little humor may make your words stand out and turn a potentially boring advertisement or web page into a powerful selling tool. If the business owner is unsure how to proceed, it may be necessary to furnish a sample or two to show how a different tone or voice can enhance their message.

Other factors to consider are the layout of the piece. If you are writing a newsletter, web page, or advertisement, photos and/or graphics may be involved. How will these affect your words? Does your writing support a photo? Or maybe your words will depend on a graphic. Is there any important information that must be included in the content? What about website navigation factors? Your words may have to support a navigation button to make the content work on the page. And don't forget research. What information can your client furnish to make your job easier? Some can furnish everything you need to know about their project, while others require you dig for the information yourself.

Demand for freelancers in the business world is high. You will find yourself writing anything from a sales letter to a direct mail package, or a press release to the content of a thirty page website. Bring your expertise as a wordsmith and you can turn an uncertain business owner into a satisfied client.

Copyright © 2001 Jim Soos

Kick start your imagination, ignite your creativity, and begin your journey towards becoming an outstanding writer. Grab a copy of WEEKLY WRITES: 52 Weeks of Writing Bliss! from Amazon.com and receive 2 free e-books to encourage and nurture the writer in you. You'll also receive Write Memories, a journaling workbook available for free only to WEEKLY WRITES book owners. And finally, as a WEEKLY WRITES book owner, you'll have free access to e-mail courses such as JOYFUL WRITES: Celebrate Your Life through Writing For excerpts, reviews and what you need to do to receive the 2 free e-books, Write Memories and sign up for free e-mail courses, just head on to the Weekly Writes Book Official Site. (Clicking on the link will open a new window.)