Do you enjoy a good read?
A lot of us like to settle down with a great book. One where we can really imagine being in the story, and where we empathise with the characters’ emotions and their situations. Those books that we don’t want to put down after reading the final page are the ones that generate celebrity and wealth for their authors and publishers.
Who’s your favourite writer, and why?
Maybe it’s Stephen King, Tom Clancy, Margaret Atwood, JK Rowling, or Jilly Cooper – the list is as extensive as the genres they occupy. Sure, there are other less famous names, but the ones who make it onto the bestseller lists have one thing in common: They are all experts in drawing you in.
Bestselling writers don’t just rush into the plot but take the time and trouble to introduce their characters and add in the small details that resonate with the reader.
What about when you sit down to write about your own business?
It’s different, right?
You’re no fancy author, so you don’t need to set the scene and draw the reader in, do you?. It’s more important to just get stuck straight into the nitty-gritty of what your business does, isn’t it?
No.
It’s too easy to write the facts as you see them and go into technical detail about the clever features of your product or service. But your reader doesn’t care about any of that. They need to quickly and clearly see how you can help them solve their problems, and what makes you different from your competitors.
You need to convince the reader that you understand their problems, feel their pain, and share their dreams. Make it very simple. But don’t make it about you.
First and foremost, make it about the reader. Make them the focus of your story. Show them you are living in their world and that you understand their problems, needs, and dreams.
Incidentally, did you see how I began this article? We’ve journeyed this far down the page without talking about me. Not once. How cool is that? It’s pretty much all been about you (and a few famous names) But you’ve got this far, so let’s crack on. I don’t want to waste your time with idle chat (actually that’s another good point, but it’s for another article).
When you’ve got the reader’s full attention you can start to tell them what you offer them. But keep it relevant to their situation.
Leave them wanting to get to know you better.
Become their favourite writer, and offer them the chance to join you on your journey.
That’s when you earn the chance to give them more details.
If you need help to write your story, let’s talk.
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