Struggling to write about your business?Struggling to write about your business?

Struggling to write about your business? Here’s what to do about it

in Top copywriting tips

I’ve had several conversations this week along the lines of “I find it so hard to write about my own business.” I can only sympathise – I know exactly how it feels! Give me someone else’s business or organisation to write about and I’m in clover. Tell me to write about my own and I’ll put it off as long as possible. In my experience, there are three stumbling blocks to writing about your own business.

  • Finding the time to do it
  • Having the confidence to do it
  • Having the clarity to do it

Here are my tips for overcoming each of them. 

When you don’t have time to write about your business

The most obvious thing to suggest here is that you outsource it… But when that’s not an option or you would simply rather not, here’s what I suggest.

Break the task down into bite size chunks you can do when you get a few minutes. This might be:

  • brainstorming the piece and everything it needs to cover
  • doing any research that’s needed or requesting testimonials
  • planning the piece so you know what you’ve got to write in what order
  • writing the piece.

Then the job becomes a lot more manageable.

When you don’t have the confidence to write confidently about your business

In my experience this is a problem usually suffered by small business owners who are, more often than not, selling a service. Despite the fact they’re really good at what they do, they have difficulty telling people that.

Here’s what I’d suggest.

Let other people say how good you are. Restrict your own words to simply describing what you do and use testimonials, case studies or awards to tell the story of how good you are.

Alternatively, rather than trying to tell people you’re an expert, show them. Write blogs and articles that discuss aspects of your craft so people can see that you know what you’re talking about.

(Of course, if all else fails, you could outsource …)

When you don’t have the clarity to write about your business

When it comes to writing about your business the problem is that you’re in it. More often than not you’re too close to see exactly what’s important about it and what isn’t. It means you’re not very well placed to write about it.

Here are few things I’d suggest.

Put yourself in the shoes of the people who’ll be reading what you’ve written. Ask yourself what problems they’ve got that have led them to need or want to read what you’ve written. Then make sure what you write shows them how you’ll solve their problems.

Think about what it is you actually do for people (as opposed to what you’d like to do or think you ought to do) and focus on that.

Also think about the conversations you have with people about what you do. When are they interested and when do they glaze over? Then make sure you don’t commit the bits they glaze over at to paper – or, if it’s essential you do, make sure you explain it very clearly.

Talk to your clients to find out what they really value about what you do so you know what’s important to them – and therefore your prospective clients.

Alternatively, you could try outsourcing it

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