Reaching your reader

If you're in business you'll find you need to write material for brochures, websites, flyers and lots of other marketing opportunities. The problem is that most of us write for ourselves, not our readers.

We're all so excited and proud of our business, we just want to tell everyone all about it! Unfortunately, they may not have the time to read all we want to say. Also what we want to tell them may not be what they want to read.

Have you ever asked your target audience what they want to know? If not, now might be a good time to do this. You may be surprised at the response. Certainly one of my clients was amazed at the replies his existing customers gave him; the reason that they 'bought' him wasn't anything to do with the actual service he provided! His headlines and copy became much more powerful once he found out what his best selling points were.

So today's recommendation is: ask some of your existing or previous clients what they like about working with you. This will give you a huge advantage in the marketplace.