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  • Writer's pictureIan Lavis

3 tips for great business writing.

Managers and marketing professionals often struggle to find the words they need to write compelling news articles, blogs, case studies and reports.


Many don’t have the time or resources to write strong content about their business and their people.


A man writing on notepad next to a laptop alongside text saying 'Lost for words?'.

This means content writing is either delayed, abandoned or done poorly.


If you don’t have a dedicated business writer – someone who knows how to turn dry information into highly readable content – the chances are you will spend hours looking at a blank page or rewriting your content over and over, increasingly frustrated.


Here are three tips for business writing success:


  1. Don’t do it yourself Hire a specialist, preferably a copywriter or content writer with a background in journalism. This will save you time and money. A top business writer will ask the right questions to get the right information to include in your story. They will research your business and its target audiences to ensure your content is written in a reader-friendly and engaging way, and in a tone that reflects your brand. And they do it more quickly. Even if you have great marketing and comms team, it’s still worth considering a freelance writer to get fresh ideas and extra support when you need it most.

  2. Create a clear brief Unless you know exactly what content you want to produce, who you wish to target and where you want to publish, your content will fail. Spend time on creating a clear brief, thinking about what messages you want to get across to whom, and how you want to engage people. Make sure your writer fully understands what you want and, more importantly, what your audiences need. Think about how you want to be perceived. The more time you spend on the brief, the better the results will be.

  3. Put the reader first Whenever someone decides whether to read an article, they will be thinking ‘why should I read this?’ and ‘what’s in it for me?’. Make sure the first 50 words tell the reader exactly what the article is about. Make it snappy. Get to the point fast and include relevant keywords – not words you think maybe relevant but words that actually are relevant to the reader. Pack the article with useful information and make sure it flows well. And don’t forget to include a call to action.


Writing about yourself is tricky. Writing about your business even trickier. By seeking help you can save time and money, build trust and gain influence.


Contact me today and let’s discuss how best to tell your stories in a captivating way.

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