At its most basic, writing skills are the key to marketing success. If we can’t express our message in a coherent and understandable way, our audiences will not respond.
I use the terms “marketing” and “writing” in the broadest possible senses. Marketing is the process of getting your your message about your ideas, products and services out to the consuming public, whether they pay for them or not. Writing is the process of putting words together in an understandable and clear manner, whether those words are distributed in a blog, book, speech, video, or by telephone.
Success in creating a public market for whatever you have to sell depends primarily on how close an emotional connection you establish with your audience. This emotional connection is established by talking not about the idea or product but about the needs of the audience member and how the product meets those needs.
The single best way to create that close connection is by using stories. The story creates a direct emotional channel into the heart of your listener or reader, allowing your message to enter without walls of any kind and creating instant rapport and connection.
This means that the way you write and the way you talk on videos is critical. It isn’t a matter of laying out a few facts, which just bore your reader. It amounts to attracting your reader or listener with the way you show up in your marketing materials.
In this blog, I will talk about how you can create that connection with your writing and how it can just as easily be broken.