When I tell people I’m a writer, it usually piques their interest. The follow up question is always “What do you write?” When the answer is marketing copy, the conversation usually ends. “Marketing copy? Ho-hum” they seem to say, wishing they had run into someone more interesting. Perhaps a journalist, or a novelist, or a joke writer for their favorite TV show.
Business writing is considered boring because it’s so often formulaic. It speaks in broad generalizations, vague buzzwords, and tired meaningless phrases. It’s considered boring because it IS boring.
Not only is it boring, but it dooms a business to obscurity. If the copy on your website sounds like the copy on every other website, how do you expect to be remembered?
The fix is this: write how you talk.
If you’ve never spoken a phrase like “offering a broad range of support tailored to meet your company needs”, don’t write one. Say it in your own way. Say “I offer every kind of help you could possibly want”. It’s personable, it’s engaging, and it shows there’s a real person behind your copy.
You’re not a robot, don’t write like one.
Tags: being memorable, business writing
Love this. Very helpful for journalism as well! Thanks.
Thanks for the comment, Amy. I’m a big fan of this method. It’s such a simple way to make your writing stand out.