You may have the brightest ideas and the most innovative products, but poor business writing punches holes in your success.

Whether you write the content yourself or have someone else do it, be on the lookout for these hole punchers.

The I Sinkhole

Feeling pride in your business is a good thing.

• You need to believe to get others to believe
• The right level of confidence encourages customers
• Pride in your business is a reality check on quality

However, the concept of focusing on the benefits to your customer instead of the features of your products/services is as old as time.

Yet, it is surprising how often business owners ignore that marketing strategy.

• Headlines shout New and Improved
• Content lists the new and improved features
• All leaving the customer muttering, So what?

There are five points to use as your litmus test for your business writing.

Put yourself in the shoes of your customer and ask –

1. Who are you?
2. Why should I care?
3. What problem(s) are you going to solve for me?
4. What makes your product/service different from any other?
5. Prove it.

Take a punch in the I – focus on customer benefits.

The Black Hole of Messages

Have you ever watched a TV commercial and wondered what the heck the product was?

It could be the funniest, most creative commercial ever, but if you don’t remember what it’s selling – what’s the point?

• Don’t lose your message in the delivery
• Your business writing should enhance – not distract
• Keep it simple

Don’t lose your message in a black hole of confusion.

Punch-Drunk Messages

Business writing without a clear message leaves the reader feeling a bit punch-drunk.

• Ideas stagger across the page
• A punch of messages come from all angles
• It leaves the reader reeling

Keep focused on your message – Keep it clear.

Punch the confusion out of your message.

Perfectly Punched Holes

There are times where perfectly punched holes spell success.

• 3-hole paper for a 3-ring binder
• Screw holes for do-it-yourself furniture assembly
• The finger holes on a clarinet

Duplicating the perfectly punched business writing of everyone else is not one of those times.

Keep it uniquely yours.

• Share your passion
• Believe in your business
• Let it stand on its own

Punch a different tune in your business writing.

The success of your business ultimately rests on the quality of your product or service.

Good business writing celebrates that quality and shares it with your customer.

No holes in that theory.

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Idea #10 Hole Punch

In a recent post, 10 business blog ideas were sitting right in front of my face. I looked at 10 items sitting on my desk and used them for blog post ideas.

To demonstrate that I practice what I preach I decided to do a 10-part series, using each one of the 10 main ideas. This post is the last in the 10-part series.

The 10th item from my desk was a hole punch. You really can find inspiration from almost anywhere.

I hoped you enjoyed the series.

Please share your comments.

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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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