Are you wearing blinkers when you write about your business?

You might think you’re the best person to write about your business. After all, it’s your business and no one knows it better than you do. 

Under normal circumstances, this is an excellent attribute. Your knowledge is exceptional, you give the best advice to your customers and you’re committed to providing a quality product or service.

But there are a number of common mistakes you could make when you write about your own business. Often it’s because you’re blinkered — like this horse — and not seeing the bigger picture.

Here are 10 common mistakes

1. Assuming knowledge

One of the most common mistakes is to assume all your customers are the same.

Different customers have different agendas, different questions and different levels of knowledge. If you fail to acknowledge this, you could be alienating parts of your customer base from the start. 

Writing for customers with different levels of knowledge takes some skill. You have to be inclusive of the ones who don’t know as much, and may need more explanation, without patronising or boring the ones who know more.

When you have written your piece, ask someone else to read it. Revisit areas where confusion has arisen and add any necessary explanation or context.

2. Focusing on what you think is important

There can be a big difference between what you think is a priority for your customers and what their actual priorities are.

The best way to align what you are communicating with what your customers want to know is to listen to them.

What are they particularly interested in? What kind of questions are they asking? What do they want to know that you’re not already telling them?

Find out what your customers actually need/want and make that your priority.

3. Using company language

Every business has its own language — an insider vocabulary consisting of abbreviated terms, informal titles, acronyms and jargon. 

This is okay when it’s used in the confines of your business, with colleagues who know the lingo, but what if it seeps into your writing?

Using odd phrases, or words that a potential customer doesn’t understand, can alienate them. 

4. Skipping important points and details.

When you know your subject so well, it’s easy to miss out details that could be vital for your audience’s understanding.

5. Misjudging the tone

The language and tone you use to talk to potential customers is incredibly important.

Getting it wrong could mean your communications hit the wrong note.

Focus on making your copy engaging and write about things that appeal to and are important to your target market.

Be careful when using humour, as this can be misconstrued; or voicing strong opinions, which may not be shared by your audience.

Need some help with writing for your business?

If you’d prefer not write your own business copy, why not contact me and let me do it for you?

I’m Jenny Lucas, a professional copywriter with more than 20 years’ experience of writing effective business communications, including websites, blog articles, posters, brochures, catalogues and newsletters.

I now work freelance, helping businesses like yours create copy that sells, informs and persuades.

For more information and to see samples of my work, please visit my website.

Image by Bobby Mikul at PublicDomainPictures.net