Give sceptics the evidence
Show the audience the evidence
It's rare for business writers to recognise where they go wrong, so giving them the evidence is essential.
Only by seeing their writing rewritten does the message get through.
Many copywriters will be able to take you through the principles of persuasive writing
Fewer will be able to take something you've written and show how the principles apply to your writing. Fewer still will happily rewrite what you've written. I will.
‘Before’ and ‘after’ copy converts sceptics
Send me some copy to rewrite. Better still, send me some of your own copy, then endorse my ‘after’ version, publicly.
A problem I solve
Corporate brochures
‘We're one of the leading law firms ...’
Here comes another vanity piece. Me. Me. Me. You can imagine the brief: abstract words like professional, quality, experience and efficiency. Nothing concrete. Nothing different. Nothing to make the reader feel ‘this is interesting’.
Content that's interesting is always content that's about the reader.
No one will listen to you or read what you have to say until you show them that what you do can help them. And the key word here is ‘show’. Telling a reader you can help them won't wash. You need to demonstrate it.
To read corporate copy that's interesting and memorable, contact me.