So You Think You Can Write… But Are You Really Communicating With Your Customers?

I love the sound the keyboard makes as I sit hunched over my laptop rhythmically tapping words into sentences that morph into neat, self-contained paragraphs conveying a simple message or idea.

That’s what I do; use words to connect with the reader.  After all I’m a copywriter, I’m paid to write – technically speaking.

Words are my tools of the trade but more importantly, it’s how they’re put together to convey messages, information, ideas and opinions that really sorts the good writer from the bad.

A writer is essentially a communicator.  Depending on what it is you want to say and to whom, the point of writing is to reach out and connect with people.

We’re human, we can’t help it, it’s in our nature to:

  • Share and exchange Information
  • Educate ourselves and others
  • Entertain for pleasure and amusement
  • Buy or sell goods and services

Writing/communicating is a fine balance of knowing what to say, how to say it, and when you’ve said too much or not enough to make yourself understood.

There’s nothing worse than reading great chunks of text without a point or purpose.  All your communications should contribute real value, interest and relevance to your audience.  Otherwise, you’re basically wasting your time as well as theirs and you may well find yourself without an audience.

So you think you can write, but are you really communicating relevant information with your customers?  Making your readers work hard at figuring out what you’re trying to say will not only confuse and frustrate your audience but you’ll lose them for good.  Make sure your message is crystal clear, to the point and easy to understand.

Regardless of what products or services you provide, and whether you write your own material or not, make sure the information given actually adds value and provides a useful context for your readers.  Stick to the main facts or points of your message, idea or story.  And keep in mind the purpose for communicating in the first place.

Any extra details you provide better be relevant and make sense, if not your audience will think less of you and your credibility will take a big dive.

Lastly, don’t forget to check for any typos or misspelt words they can bring down and undo all your good work in an instant, making you look like a bit of a dill.  And no, using the spell check on your PC is not enough to pick up every slight mistake.

Like the harsh glare of TV studio lights, there’s an unforgiving quality to the written word once it’s unleashed into the public arena.  Make sure that what you have to say is something your audience wants to hear or know.

Because just like the TV show “So You Think You Can Dance” the audience is the ultimate judge.

PS: Just for the record, this post went through 4 rewrites and countless “tweaks” before I was satisfied it was worthy of your time and attention.  Oh, in case you’re wondering – no I can’t dance.

Until next month,



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