Let’s be honest. The world is full of plain vanilla business communication, approved by committees to anesthetize the reader. Just because someone somewhere thinks that to be boring is to be safe. It’s a shame because when you fail to write great copy, you miss your chance to persuade people that they should choose you over the competition. I am here to tell you that business writing doesn’t have to bore you to tears. If you follow the rules of effective copywriting, you can create impactful and engaging business communication.

Truly persuasive copy triggers human emotions.

Rule #1 – All buying decisions are based on emotions. If you want to sell, you must emotionally connect with your audience. Most companies fail to understand that effective copywriting is critical to make a meaningful connection with their target audience. Remember that your readers – this is also true for B2B customers – are living people with a full range of emotions. Companies can use emotion to draw their audience deeper into their communications. The best business writing uses emotion and adds logical reasons to persuade.

Enough about me. What do you think about me?

Rule #2 – If you want to engage your audience, you need to write customer-focused copy. What is customer-focused writing? Customer-focused copy is making the customer the star of the story. The only reason a person reads your content is to find out if you can help. “I am your customer. How can you help me?” Everything you write should be about “me,” not “you.” Show me how you will help me make more money, spend less, be happy, or run my business more efficiently.

Contact me now if you want to take your business copywriting to the next level.

Emphasize benefits over features.

Rule #3 – Forget features. It’s a mistake to assume that features are meaningful to your audience. The biggest problem with talking about features is that nobody outside your company cares. That’s right. Features are meaningless because they are inward-focused. Benefits focus on the customer. The benefits are the real reason people buy from you. Resist the urge to talk about features in your marketing communications. Show your customers how they benefit from what you have to offer. If you can prove to them that they will benefit, you are on your way to make a sale.

What is the role of storytelling in copywriting?

Rule #4 – Storytelling is good business writing because it inspires action. When you share a story with your audience, you have the power to make the complex clear. Storytelling is a great way to capture attention and to build a connection with your audience. Use storytelling to paint a clear picture of your solution to the problems of your customer.

What’s your call to action?

Rule #5 – You should never communicate without a call to action. CTAs show your prospects what to do next. You have worked hard to write excellent copy. “Now, tell your reader what to do.” The right call to action should be in the right place, carefully designed and professionally written. Every piece of content you create should have a call to action.

Contact me for help with your business content writing needs. I can make your words relatable and inspirational for your target audience.

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George Meszaros is the editor and co-founder of Success Harbor where entrepreneurs learn about building successful companies. Success Harbor is dedicated to document the entrepreneurial journey through interviews, original research, and unique content. George Meszaros is also co-founder of Webene, a web design and digital marketing agency.