On Wednesday 2nd December at 4pm I am looking forward to chatting to my friend Suzan St Maur whom I have known for the last 10 years on the topic of ‘How to Write Better’ which coincidentally is the name of her website here
We will be talking about ‘Why the written word is so important in our current online environment’
Qualified journalist and advertising copywriter Suzan St Maur has written across an extremely wide range of media in her career and brings that experience and skill now mainly to online applications of the written and spoken word. With a core service offering of bespoke writing for business clients, she is also – increasingly – being asked to train business owners to write their own content via her workshops which are very popular in the UK and Suzan’s native Canada.
Suzan on writing
1. Before you write anything down define not what you want to say, but what your message must achieve.
Yes, absolutely. That one never changes in its theory, but it does change in terms of how it’s delivered. With online business writing today often we’re looking at very different things that our message must achieve according to where in the buying cycle customers and prospects are when they receive it, so we need to refine our message accordingly.
2. Identify your target audience and get to know them very well. No matter how beautifully structured your message is if it doesn’t take into account the real circumstances and needs of the audience, it won’t work. Align your message’s objectives with these circumstances and needs.
Yes, again. However as time goes on we have more and more tools to help us do this, and with increasing accuracy, too. See point 3. below, particularly with media like Search; the latest analytics can tell you so much more about your target audience than traditional methods can.
Suzan on blogging
‘Successful blogging for business can generate great results, but it is a long term strategy that requires commitment and creativity. It offers an opportunity to clearly define your business as the exception to the competition. It can communicate your passions, ethics, expertise, unique selling points and the personality of your company. It should clearly reflect how your business has chosen to operate.’
How to watch us ?
You can register for the Blab and watch us LIVE
You can ask questions and join us on camera if you wish