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Welcome to my blog. Here you will find tips that will help you write books and articles that establish you as the expert in your market.
                   --Lee Pound

May 2020
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Why Writing Quality Matters

You hear it all the time from guru after guru.

“Don’t worry about the quality. Just get your writing out there. Nobody reads it anyway.”

If you buy this, you are shooting yourself in the foot as a marketer. You are driving away customers you never knew existed. You are giving your business a reputation that’s less than professional.

The truth is that everything we do in marketing and building relationships is based on the written word. Every blog post is written, videos are planned out and scripted, social media posts are written. And for those of you who are screaming audio and video and speeches, these are just as much written as anything else. The ones done without planning are just bad first drafts.

And yes, it is true that it seems like a lot of people don’t read, maybe  don’t even listen. The big question is: WHY? Could it be that they’re bored? Could it be that your information is of no value to them? Could it be that your emails don’t grab their attention?

Even non-readers do read, when it matters to them. They read email. They read how-to books in their speciality. They read letters. They read Twitter posts that interest them. You job is to write copy that matters, that addresses your audience on their terms. It’s not that people don’t read, it’s just that they don’t read material that bores them. Quality writing, as defined below, creates interest and gets YOUR audience to read YOUR message.

Many people have the idea that quality is about highly literary writing, about fine turns of phrase, about being Hemingway or Shakespeare. Nothing could be further from the truth.

Quality in writing is about a few very specific items that you must do if you are to interest those non-readers. These are:

  • Correct spelling, grammar and punctuation.
  • Paragraphs that make sense
  • First lines and headlines that grab attention
  • Sentences that pique the reader’s curiosity
  • Examples and stories that create an emotional experience
  • A close that tells readers what you want them to do with what they just read
  • Content that addresses their specific problems and desires

Over the next few weeks, I will show you how you can add these quality generators to your writing.

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