Bad Writing Hurts a Great Business
Writing is a primary area of business procrastination for many business people. You need effective marketing writing, but you’re too busy working and earning money to write. You cannot force yourself to focus and crank it out. You cringe inwardly because writing or lack of it is costing you new clients. Your business cannot grow steadily and reliably without good marketing writing.
Often, what you—a business owner—writes about your business doesn’t express what’s in your mind. You’re not a professional writer; that’s not what you do for a living! When you write, it does not accurately and convincingly convey how wonderful your business is.
How Bad Writing Hurts Your Business
Ineffective writing hurts your business—sometimes badly—without your having full awareness of this fact. When your writing “turns off” prospects, they never even give your business a fair consideration. You create a false negative impression of your services. It’s even worse when you realize this fact, but haven’t the time and effort to correct the problem.
It Hurts You and Your Business Because You Don’t—and Can’t—Feel Confident
You don’t feel confident promoting your business in any way. You can’t feel confident because you lack well written materials. You’re not adequately prepared to go out and network. Under it all you feel anxious and unprofessional.
- You don’t want to send anyone to your website. You know the site content is inaccurate. Your target market won’t identify with what’s on the site. In person, you connect well and get prospects excited. Then they ask, “What’s your website address?” It’s a nightmare and stops your marketing process.
- You dread providing information to prospects. When they ask to know more about your business, you can’t proudly hand over excellent materials. You feel like an amateur when a lack of up-to-date professional writing hampers your marketing.
- You’re embarrassed and apologize when a prospect wants more information. You go out to networking events, but get off track when someone wants to take the next step with you. If you go to the event without materials, you fumble and discredit your own professionalism.
- The materials you have are worthless or simply don’t work. You spend time explaining what’s no longer current. You try to squeeze in a sales spiel to verbally explain what’s wrong or missing. Your business isn’t considered a serious competitor for the services you provide.
- When prospects do read your materials, you never hear from them again. You give out your materials or send prospects to your web site. They must not think much of it, because you never hear from them again. They don’t even call or email you with a question.
It Hurts Because Your Prospects Don’t Understand Your Business
- Your target market is fuzzy. You’re aiming at a moving target or no target at all. This not only fails to attract your target market, but also fails to attract anyone.
- You spend too much time explaining your business rather than making money.You can’t direct them to a well written web site, or hand over accurate and attractive written materials because you don’t have them.
- It’s too hard to close business when prospects don’t understand what you do. Prospects won’t become clients when they don’t “get” your business or how it could benefit them. They never feel a desire to buy because they just don’t know what you do. You can’t sell what prospects don’t understand.
It Hurts Because Your Target Market Cannot Find You
- Your business does not “exist” on the web—because you have no web site. When prospects conduct an Internet search looking for the solutions you provide, they do not find you.
- You’re not getting the business because you don’t have written information. You know that if you were to network regularly, you’d get more clients. Without good materials though, you can’t pursue this strategy.
- You don’t reach your target market, and they aren’t coming to you for solutions. There’s not enough information about your business readily available to your market—either on the web or in person. If they don’t know about the solutions you provide, how can they buy?
It Hurts Because Your Business Does Not Seem Professional or Competitive
- Prospects don’t take you or your business seriously because you seem unprepared. You don’t make a good impression when you fumble and mumble about your poor materials. You get beaten out by your competitors. The worst part though is that you’re so much better at what you do than they are.
- You don’t get regular web contacts or requests for more information. Marketing feels like pushing a rock uphill. Prospects don’t come to you, attracted by your website and marketing.
- Too much time is wasted explaining what you do. You’re the only source of that information. You can’t give prospects written materials or send them to a functional web site. Either you don’t have them, or what you have is not effective.
How Bad Writing Costs Your Business
Besides the ways bad writing hurts your business, it actually costs your bottom line.When you don’t have a steady stream of prospects who turn into clients, profit doesn’t happen either—certainly not to the degree that you deserve. These are some of the costs you’ll experience.
It Costs You Sales, Revenue and Profit
- You don’t make enough sales, and your sales cycle is too lengthy and difficult to close. Marketing and sales always seem like a struggle. It’s hard to get prospects to understand how they could benefit from working with you.
- Without the right materials, you struggle to bring in the revenue. It seems like a vicious cycle. You don’t get the business because you don’t have the materials you need. You don’t have the materials you need because the business is not thriving.
- You attract minimally profitable clients who are not ideal or pleasant to work with. Rather than working with your ideal target market clients, you “bottom feed”. You’re forced to “take what you can get” by way of business rather than attracting and selecting the right clients for you.
- You don’t end up with delighted clients who send you referrals. You aren’t working with your target market, so they don’t get the best results you are capable of providing. They don’t feel delighted and eager to refer others to you.
It Costs You Because Your Business Is Not a Recognized Brand
- You lack a clear marketing message so you don’t explain your business well. You seem to be selling something slightly different according to who you are speaking with. Without a clear and convincing description of your business, how could prospects decide to spend their money with you?
- Your target market cannot understand your business and doesn’t develop interest. They move on to competitors who are better at making their business offerings clear and accessible.
- It’s hard work trying to explain your business adequately. Rarely do prospects excitedly want to work with you. Even when they do buy, they don’t always seem to fully know or understand exactly what they have bought.
It Costs You Because You Are Not Marketing Effectively
- You don’t market enough because you lack the basic materials. You choose to do no marketing to avoid that creeping flushed face at networking. Someone asks for written materials because they’re interested in your business. You have to hem and haw in response.
- Non-productive pretend “marketing” wastes time you prefer using for billable hours. You pursue all sorts of marketing “efforts”, but they don’t produce clients. You follow the crowd in doing the “latest greatest”, but cannot present a cohesive business description to your target market.
- You lose out to your competition because they seem more professional. They’ve “got their act together” when it comes to a web site and written materials. Potential clients aren’t impressed with you—though you know your services are superior.
Common Writing Problems That Cost You and Your Business Money
Many Outstanding Business People Struggle With Their Writing
Clients suffer from a variety of challenges when they need to get their marketing writing done.
- You are “too close”to your business, and lack the objectivity of writing from a “prospect’s shoes”. You can’t pull back and view the writing through the eyes of your target market. You’re not able to actually “be” that target market and aim the writing to attract ideal clients.
- You want to throw in every possible bit of information to cover every potential situation.The result is an overwhelming mass of untargeted statements—that does nothing but confuse and repel your target market.
- You don’t understand and apply marketing concepts that get the attention of ideal buyers. Your writing is amateurish and ineffective. You’re left wondering why no one buys, or even asks for more information.
The Unspoken Embarrassments of Writing
There are other issues that successful professionals encounter writing their business materials. Many simply do not enjoy the process of writing. In fact, this is very common. For instance, you may find that you are very fluent and impassioned when talking about your offerings. When you write them though, the words come out like “clunkers”.
Some—non-native speakers, or those who struggled with language skills as children—have special challenges. They aren’t confident about writing and fear “looking bad” or being humiliated. As a child, you might have been frustrated or unsure of language arts. This can make you highly resistant to even attempting to write now. Again, this is very common, and nothing to be embarrassed about. Some of the most brilliant business minds struggle with these same issues.
One Final Important Thought
Take Action Now!
Will you be able to produce an effective website and other written materials on your own?Will your writing bring you the business and financial results you desire? Will you be able to overcome your internal obstacles to doing the writing yourself? Will the poor quality of writing actually cost you business and income in the end? Only you can answer these questions.
There’s a high likelihood that you may pay a price for your poor or lacking marketing writing. Many clients recognize that writing issues cost—in income, in clients, in embarrassment, and in confidence.
This process is a shortcut that will bring results for you a lot sooner than writing by yourself. It’s up to you. You can do this all on your own, but I’m here for you. This is your choice to make.
Where to Next?
Now that you know how bad writing costs your business, go to How We’re Different to find out how what we offer is different from what our competitors provide.