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  • Ian Lavis

The words you need

Updated: Jan 19

How do you write for your target audiences in compelling English?


Writing about your products, services or people isn’t easy, especially if you have a tight deadline or competing priorities.


For many business professionals, words don’t come naturally, even when you know exactly what you need to say to drive positive action.


When words do flow, it can be challenging to know how to shape them into something meaningful and engaging for your audiences.

Finding the right words for your digital content and communications

Writing clear, accurate and impactful content is particularly difficult for non-native English speakers in international companies.


If this sounds familiar, consider getting support from a specialist business writer, English language expert, or both!


Targeted help

Getting help from a freelance content writer – someone who specialises in writing for different audiences – can make a real difference to you and your business. Not only can this save you time and money, but it can also give you more confidence. Knowing that you have support from an expert who knows what works and what doesn’t can give you peace of mind.


In my 30 years as a journalist, content writer and English language trainer, I’ve found there are four key challenges when it comes to business writing:


1. Time – prioritising writing over other tasks;

2. Focus – being able to deliver compelling messages;

3. Reach – understanding your target audiences and what they need;

4. English language skills – to convey what you need to say clearly and accurately.


How can you benefit?

Overcoming these challenges can be tough, even stressful, without expert assistance. Let’s look at some examples of how targeted support can help:


Better messaging

I was recently contacted by a UK-based catering and facilities management company building a new website. My client had a good idea what to say, and to whom, but their messaging was jumbled. I helped them structure their site and simplify their messaging to make their services accessible. In doing so, I brought important benefits the fore, and wrote content using language that speaks directly to their specific audiences.


Expertise you can rely on

What if you are clear about your messaging, but you don't have the resources internally to write great content to a deadline? This is the case for a longstanding client of mine – the world’s largest alliance of independent accounting firms. I was commissioned to write several articles to promote latest developments within the organisation for the benefit of its membership worldwide. The requirement was speed, accuracy and impact.


After fine-tuning the brief, my role was to conduct research, interview key contacts and write compelling articles for a well-defined target market. My client didn’t have the time or resources to do this in-house. They needed somebody they could rely on to deliver.

Take a look at the content I produced.


Clear English

Globally, organisations increasingly need help with business English. For the past two years, I’ve been working with an international energy company to help German natives improve their spoken and written English. I deliver weekly English training to two groups of staff via Microsoft Teams. The objective here is to help the employees deliver clear messages to colleagues throughout the organisation, including emails, meetings, digital content and presentations.


When it comes to compelling content, it doesn’t matter if you are a native or non-native English speaker, or what country you are in, we all need a little help from time to time to convey our messages with clarity and confidence.


Contact me today and let’s improve your wording.

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