Good writing is clear writing. If you clearly tell your customers that you can solve or prevent their problems, they want to find out more. Clearly written websites, brochures, newsletters, blogs, user manuals—all your written materials—are a gift to your customers that they repay by buying your product or service.

Good writing goes bad when your message is:
• All written down—but doesn’t speak to the customer. Customers want to know immediately, “What’s the benefit to me?”
• All written down—but doesn’t make sense. Customers become frustrated when a document is inconsistent or outdated or lacks any logical order.
• All written down—but isn’t news. Every company in the world boasts about great customer service and high quality. At the very least, tell customers what you mean by great customer service and how you measure quality.
• All written down—but never stops. Dense pages of text overwhelm customers. You want to give them a reason to call, email or walk in the door for more information.
• All written down—but hidden deep in the middle or end. Readers won’t hunt for your message. They want answers fast.
• All written down—mostly. Your most knowledgeable readers still know less than you do about your product or service. Missing information frustrates them. Beware any time you catch yourself thinking: “Everyone knows that.”

Painful as it is to admit, if customers fail to understand what you’re telling them about your product or service, the fault probably lies in the writing. The average customer is looking for clear answers and hasn’t a clue where to find them. Help them find what they want at your company. For practical, easy to implement tips on clear writing, come to Write to Sell at BizConNH. See you there!

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