You did the research, you completed your business plan, you found some funding and now you’re ready for business. That sounds a great position to be in.

So now’s the time to get people interested in buying your product or service. How do you convince them to go with you rather than one of your competitors?

It’s all about communicating with them. Clear communication is the key that unlocks so many doors to potential customers, buyers, subscribers and partners. It’s very important because without clear communication that people can understand and buy into, they won’t be buying at all.

Why would someone spend their money on your products when they don’t understand what it is you’re trying to sell? Or even if they did understand but had taken longer than they wanted wading through the boring, bogged-down detail before getting to the point, would they then have the confidence to invest in you and your ideas?

It’s simpler and clearer than that. This is all about targeting your customers, focusing on your strengths and communicating them with clarity and succinctness. Keep things sharp, simple, interesting and to the point. Let your customers know exactly what it is they are getting in one line if you can. It’s a tried and tested formula. Like these ones for example:

• ‘Everything you want from a store… and a little bit more’ (Safeway supermarkets)

• ‘It’s finger-lickin’ good’ (KFC takeaway chicken)

• ‘Does exactly what it says on the tin’ (Ronseal paints)

• ‘Melts in your mouth, not in your hands’ – (M&M chocolates)

Yours doesn’t have to be a world-class slogan like those but even ‘your one-stop car spares shop’ or ‘one of the best steaks in town’ goes some way to illustrating what’s on offer in a line.

Don’t expect your customers to know who you are and what you do. It’s your job to tell them, and to do so in an interesting, clear and informative manner. If you are pitching your services or business, find a way to link yourself to the customer to show you have something in common and should work together. Doing this in clear, friendly, understandable English is the way forward.

Keep paragraphs short and to the point and continue to highlight the opportunities that could be ahead if you were to work with your intended recipient. Don’t get bogged down with boring detail.

Targeting, focus, clarity. Three words which could mean your great idea stays a great idea, and doesn’t become: ‘The idea that might have been’.

Now that’s a slogan you don’t want to own…

To learn more, and to join Business Writing Academy, click here.
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