Don’t you love metaphors?

• They make the complex simple
• And the forgettable memorable

A recent post at Business Writing Blog offered a great metaphor about business writing.

A reader shared his desire for conciseness. He expressed it this way.

“If my communication were a restaurant menu, I need to present the name of the dish, not the recipe.”

Food metaphors are a passion of mine.

I’m not quite sure what that says about me, but this one had me thinking about different tastes.

• Some clients are happy with the appetizer
• Others want the main course
• And many crave dessert

Do you cater to your clients?

Goldilocks is Just Right

Remember the story of Goldilocks and the Three Bears?

• She came upon a house in the forest
• When no one answered her knock, she walked right in
• She helped herself to some bowls of porridge that were sitting on a table

You may have experienced clients like that – they barge right in and help themselves.

But, that’s not the point of this story.

Goldilocks sampled three bowls of porridge until she found one that was just right.

• Some readers move on before they find what’s just right
• Many have already been burned
• And others have been left cold

How do you deliver business writing that is just right?

Learn clients’ tastes before you deliver.

Made to Order

I know what you’re thinking. How do you do that?

Especially if they are a new client.

• Check their comments on your business blog
• Engage them in conversation
• Survey clients about their likes and dislikes
• Ask them to share a favorite article, ad or communication
• Ask them what they like about it

It doesn’t take long to discover who likes the details and who does not.

If you ever tried to force-feed a detailed report down the throat of an appetizer-only CEO, you know what I mean.

Proof is in the Porridge

You’re going to have some flops along the way.

• A marketing piece that didn’t rise to the occasion
• A half-baked campaign
• A too-bland approach

The great thing about flops is they teach you what you need to change.

Not to mention, they keep you humble.

• Talk to your clients and see what they like
• It’s the easiest way to discover their tastes
• Then whet their appetite for more

What winning recipe do you have for catering to your clients?

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Helping you Keep it simple, clear & uniquely yours – contact me for help with your business writing needs.

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