• Cut down on jargon. The language of your industry often doesn't translate to the outside world. Just use everyday words that everyone can understand.

  • Tell people why you are special. For example, we offer a writing service. So do many others. But we have 50 years of experience in the media, have written hundreds of articles, and have edited volumes of good and bad writing. Sounds a lot more convincing than "we offer a variety of writing services."

  • Instead of getting into the details of your product or service, succinctly explain how it will improve a client?s life or business. Can you help customers save time or money? Help them get better organized? If so, you can easily make your business sound not only valuable, but indispensable.

  • Don't just offer a dull synopsis of your product or business. Put a little personality into your writing. Why did you start your business? What makes you eminently more qualified than the next person? "Interview" yourself and come up with what makes your business experience unique. Then write it down.

  • Avoid clichés and redundancies. People often fall back on clichés because they are so familiar, but they don't tell people anything about you. And redundancies -- another common problem -- waste words. Some examples: prior history, armed gunman, fellow classmate. Without the needless first words, you have the same meaning: history, gunman, classmate.

  • Keep in mind, everything should be short and to the point. Don't drone on with a bunch of details. Attention spans are limited, particularly on websites. There will be time for the client to get to know you better, ask questions and get more specific. View your written materials as an introduction.


Check back for more tips. We will continue to add ideas that give your words more power!