But they’re not ready for that. Not by a long shot.
Many business owners have amazing businesses, but they don’t know the half of it.
They aren’t clear on who exactly their product or service is for or why those people should want it.
They’ve only got a nodding acquaintance with their audience, instead of knowing them like best friends, with all their hopes, dreams and fears.
Their communication materials are ambivalent about what they’re asking readers, viewers or listeners to do. They’re giving them a confusing smorgasbord choices. Or worse, they’re not asking them to do anything.
They barrage their audience with how great they are, giving them a laundry list of new-and-improved features, like the blowhard at the cocktail party who only talks about himself, and then wonders why he’s not more popular. (Technology companies are particularly prone to this blind spot.)
So writing for these clients is the LAST thing I want to do.
And I mean, literally, the last thing.
First, we figure out who they’re talking to, and what those people really want. We decide what each of their pieces is supposed to do, whether it’s just to build brand awareness or to make a sale or collect leads. Along the way, we talk about why they’re in business in the first place. (Often, that’s been forgotten for a while.)
Then, and only then, I write.
Want to talk about it? Hit the “contact” tab above, or click here to book a free 30-minute session to discuss your business.