Why Am I Writing?

Don't worry this isn't a philosophical lecture about the meaning of life, but rather a question that everyone should ask before putting pen to paper or finger to key.

Everything you write for your business should have a purpose. If it doesn't it's a waste of time.

Every piece of copy you write - whether it's an advert, web copy, newsletter etc - should be seen as an agent of action. It's not static, it's not transient, it is a there to generate something - a sale, build leads, stimulate interest etc.

Many businesses understand the value of utilising the servcies of a freelance copywriter to make sure their sales writing is as strong as possible. But if you're going it alone and putting time and effort into generating a piece of information, you must make sure it does something.

Before writing, ask yourself these two questions:

1. What will this do for my business?

Not everything you write will close a sale, but all of it should have a purpose. If, from the outset, you can't define its purpose it is probably a waste of time (and money).

2. What do I want my reader to do?

Buy, buy, buy! Well, that isn't always going to be the response you want. You may want them to make contact, sign up for a newsletter etc. Whatever it is, your copy must be persuasive enough for them to take the desired action. With a bit of luck it will also open further sales opportunities in the future.

Even if you are writing an informational piece (i.e. white paper or case study) it should still open the door for future business.

Every piece of writing your company produces is a budding sales opportunity. Every word helps you build a relationship with your reader. It may not lead to a sale immediately but in time, who knows.