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Effective Business Writing Skills

Tracy FrancisCharlie Apple Marketing Services

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Aims of the day

• Removal of the fear of the blank page• Understanding the different types of

written communications• Strategic approach to writing• Review your samples• Actions to take forward

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About me

• Over 25 years Marketing experience• MCC has been a major client for 4 years• Work closely with SMEs for 10 years• Full range of marketing services –

copywriting, website design, event management, marketing communications

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About you

• Name• Position• Company• Business activity• Why are you here??

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Global Rules

• Who are you writing to?• What do you want to say?• Define language• Grammar & Spelling (plurals &

apostrophes)• Appropriate length of copy• Get the name right

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Cliches

• State of the art• Top of the range• Meet your needs• Leading edge• Tailor made solutions/bespoke solutions• Something for everyone

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What does good copy do?

• Delivers your message clearly• Achieves your objective• Connects with recipient emotionally• Motivates the prospect/customer/buyer• Retains brand integrity

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Not in isolation

Copy is supported by:• Graphics• Branding• Publication, place or source• Surrounding content

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Types of Copy

• Emails• Press releases• Newsletters• Website content• Fliers• Case Studies

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Planning your copy

• Create a template for yourself• Audience• Reason for writing• Key messages• Key phrases (buzzwords, industry

jargon)• Call to action

Email

• Html or text• Appropriate salutation• Keep copy to approx. 3 paragraphs• Include attachments or links instead• Call to action• Email signature

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Task

The following is a REAL email that came to me offering this company’s services.

Take 5 minutes to study the email and feedback your findings and opinions.

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Real ExampleTo whom it may concern my names Mark Williams and I am one of 3 partners’ of DMSdortech LTD who are based in Cowley ,Middlesex, we are a company of 30 years standing and would like to offer our services to you for all your door and gate entry systems.Services we can provide as follows. 24 hours callout for all types of industrial doors and entry systems Architectural Aluminium door and window systems Manual and auto door systems Steel security doors Security bars and grilles Fire door maintenance and renewals Full maintanance  & Planned Preventative Maintenance contracts to suit all needs If any of the above is of interest to you then please call our office on 01895 422 355  FAX 01895 421 221 Mark Williams.

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Repaired ExampleDear Sirs, My name’s Mark Williams and I am one of 3 partners of DMSdortech LTD, which is based in Cowley, Middlesex.  We are

a company of 30 years standing and would like to offer our services to you for all your door and gate entry systems.  Services we can provide are as follows:

 • 24 hours callout for all types of industrial doors and entry systems• Architectural Aluminium door and window systems• Manual and auto door systems• Steel security doors• Security bars and grilles• Fire door maintenance and renewals• Full Maintenance & Planned Preventative Maintenance contracts to suit all needs If any of the above is of interest to you then please call our office on 01895 422 355 or visit our website at

www.dmsdortech.com  Kind Regards, Mark WilliamsPartnerDMSdortech Ltd.www.dmsdortech.comTel:  01895 422355

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Press Release

• Only of interest to ‘press’, no blatant promotion of a product – must be ‘news’

• Who, What, Where, When?• 2 Sides maximum A4• Opening paragraph summary• More detail follows• Editor’s notes, images, contacts

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Newsletters

• Thinly veiled promotion in disguise• Newsworthy content• Case Study – testimonial• Visually stimulating• Include generic industry news• Calls to action

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Newsletters (2)

• Frequency – monthly• Data protection beware!• Easy subscribe/unsubscribe option

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Website Content

• Crafted specifically for web not print• Keyword heavy (3-8 times per 100

words)• Internal linking within content of all

pages• Content is King!• Don’t compromise your message• Short, sharp paragraphsWORKING IN ASSOCIATION WITH

Business Letter

• Find a reason for writing – the hook – focus the content around the hook

• Never go over one page!• Make the ‘offer’ stand out• Retain your brand integrity• Call to action

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Case Studies

• Win/Win for you and your client• Generates PR in industry and local

media• Growing collateral for handouts • Changing content for website• Increases credibility and confidence in

you• Improves relations with clientsWORKING IN ASSOCIATION WITH

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Summary

• Define your audience• Plan your message• Plan your key phrases• Decide on your call to action• Let it flow!• Proof read by 3rd party if possible

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Thank you

Tracy FrancisCharlie Apple Marketing Services