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Business Writing With Buzz

The whole truth and nothing but the truth

Rosemary Gillespie - Thursday, April 15, 2010

Are you skeptical about the claims made in adverts? Especially those for creams that claim to lessen the lines around your eyes?

Perhaps honesty is the way to go when you're copywriting sales and marketing materials.

When you consider that people buy from you because they like you and trust you, isn't it better to be honest?

At the very least, it reminds our readers that we are human. It's more credible to read that, yes we sometimes get things wrong but as soon as we know about a problem we do our utmost to fix it.

Here are some suggestions for honest business writing that make you sound human.

Share stories in your tenders, proposals, sales letters and websites. These could be case studies that reveal why you love your work, why you love your industry or why you started your own business.

Show emotion. Perhaps the work you do is, at times, exciting, stressful, worrying, energising, thrilling, joyous, satisfying, or all of these things.

Ask your clients to write a testimonial about how you helped them to overcome a problem (or write it for them). This is a great technique for e-books, blogs and articles as well as tenders and proposals.

Personalise your copywriting. Use words like 'you', 'your', 'I', 'we', 'our'. 

Admit things are not perfect. Imagine you are invited to write an article on how your business or firm became so successful. It's great to share positive stories, but what people want to know is how you resolve obstacles. You could mention the time the bank turned down your loan application, or the time your biggest client didn't pay you for 4 months. How did you deal with these situations?

Simply using any one of these techniques will make your marketing and sales materials more credible.

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