WRITING IS AN ART #5

LEARNING TO LET GO

If you’re not very technical and you need to upgrade your computer, the most sensible solution is to call upon the services of someone who has experience in this area. Similarly, if you’re not an expert communicator and you need to get a message across, it makes sense to call upon the services of someone who has experience in this area.

You are the expert when it comes to your product or service. That doesn’t mean that you’re necessarily the best person to write about it. I have known some MDs who know their product inside out, but can’t communicate its strength simply and clearly – because they can’t see the wood for the trees. They can’t see the bigger picture. They get bogged down in unnecessary detail.

So, if you want clear communication, let a copywriter do the writing whilst you focus on your core business activities.

If you insist on writing marketing/PR material yourself, at least make sure that you get someone else to read through it – someone who isn’t quite as close to the product as you are. Focus on the key things about your product that are special – and particularly the benefits they offer.

If in doubt at all, learn to let go – and let someone else do the writing. Someone who knows how to portray your solutions in the best possible light.

Have a good and productive 2008.

Phil
Freelance copywriter

Web: www.phila.co.uk
Email: info@phila.co.uk