Five business writers share advice on people-centered writing, mastering online marketing, managing business blogs and social media.
Writing can bring a tidy profit, especially when a writer is a prosperous businessman who doesn't mind sharing the experience with startup entrepreneurs and coaching them on a way to success.
That's what most of the well-known entrepreneurs do. Becoming business writers, they can kill two birds with one stone: build customers trust and share wisdom with those eager to follow in their footsteps toward moneymaking business.
Five business writers share advice on people-centered writing, mastering online marketing, managing business blogs and social media to build trust and win new customers.
Brian Tracy: “Specify Your Message”
What is the message you want readers and customers to hear? What do you have that could benefit other people? What is your story to tell them, and what are your words to bring your message?
Brian Tracy, professional speaker and success expert who wrote 50+ books, understands the power of messages for appealing to readers and building trust:
"Select one main idea for your book. Write at the top of a piece of paper, 'What are all of the things I would want to talk about or include in this book?' Answer this question with a list of everything that you want to talk about in the book. This is the starting point of you book." (Brian's blog)
You can substitute "book" with "blog", "website", or "business"—the point remains the same.
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Tony Robbins: “Add Value. Fire Customers”
Bestselling author of Unlimited Power, coach, and motivational speaker, Tony Robbins is quite strict but honest when it comes to a relationship between a client and a company.
He advises to remember about the value your writings, products, or services bring, but he also calls for valuing the time and energy you spent on trying to acquire customers. It may appear that some clients are not worth it.
"Becoming a world-class marketer isn't about resources—it's about value. The more value you add in your marketing, the more people will see you as an expert. And the more people who view you as an expert, the greater your competitive advantage."
"It might seem counterintuitive to “fire” a customer since you spend so much time and energy trying to acquire them, but you have to consider the possibility. If you had a difficult employee that was not adding value to the company, wouldn’t you evaluate them?
Just like an employee and employer, a client and company also have a relationship—and it is not one-sided. It’s up to the company to determine what is acceptable and what is not when it comes to their clients’ behavior." (Tony's blog)
Guy Kawasaki: “Curate Your Content”
Chief evangelist of Canva, former advisor to Google and chief evangelist of Apple, Guy Kawasaki is the author of 13 books on starting a business and bringing it online. Who else but he knows what type of content Internet users want to see at business blogs and social media?
“Content curation involves finding other people’s good stuff, summarizing it, and sharing it. Curation is a win-win-win: you need content to share; blogs and websites need more traffic; and people need filters to reduce the flow of information.” (Guy's Blog)
Social media is a powerful marketing instrument, which should not be underestimated by businessmen. To start your business community and choose appealing content for publishing, get ready to meet various pitfalls on your way.
As Mr. Kawasaki mentioned in his book The Art of Social Media: Power Tips for Power Users,
“Starting a community is like getting a puppy: it sounds like a good idea in the beginning, but you have to clean up after it and train it. Also, when it grows up, it may no longer be cute.”Inspiring quote from Guy:
Seth Godin: “Build an Asset”
One of the top business bloggers, marketers, and public speakers, Seth Godin is sure you shouldn't interrupt people with your marketing, as it is not cost-effective anymore. Good marketers will not send messages to convince customers they need goods or services; good marketers will tell a story and make customers want goods or services because every good marketer knows people don't buy what they need but what they want.
“Build an asset. Large numbers of influential people who read your blog or read your emails or watch your TV show or love your restaurant or or or... Then, put your idea into a format where it will spread fast. That could be an ebook (a free one) or a pamphlet (a cheap one – the Joy of Jello sold millions and millions of copies at a dollar or less).
Then, if your idea catches on, you can sell the souvenir edition. The book. The thing people keep on their shelf or lend out or get from the library. Books are wonderful (I own too many!) but they're not necessarily the best vessel for spreading your idea. And the punchline, of course, is that if you do all these things, you won't need a publisher.
And that's exactly when a publisher will want you! That's the sort of author publishers do the best with.” (Seth's blog)
Mr. Godin believes,
"The future belongs to marketers who establish a foundation and process where interested people can market to each other."
So, build assets, create networks, and let your customers talk.
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Michael Hyatt: “Give time to your writing”
Former CEO of Thomas Nelson Publishers, Michael S. Hyatt is the founder of Intentional Leadership, an online leadership development company. He is the author of the New York Times, USA Today, a Wall Street Journal, and Amazon bestseller, Platform: Get Noticed in a Noisy World.
In his book, Mr. Hyatt calls for considering the importance of great design for your business blog or website when it comes to selling products. Writing content that helps you sell a product, take into account the usability of your platform; so, format texts to make them appealing for a reader.
Don't hurry up when writing texts. Yes, self-discipline is important, deadlines are important, too; but you will never create appealing content, if you force yourself to write. Sometimes it's better to give it time, get up, do something else, and be patient with the process.
"After writing four books and almost one thousand blog posts, I have learned two things about writing:
1) Sometimes, I just need to park myself in my chair, fire-up my laptop, and force myself to start. Nine times out of ten, this works for me;
2) When that doesn’t work—after a concerted effort—I just need to quit. I have to get up and do something else. This is all part of the mystery of writing. It’s a balancing act, isn’t it?" (Michael's blog)
To Make a Long Story Short…
- Know your message. Specify it clearly so readers and customers could get it. No message—no conversion.
- Always add value to your content, product, or service. What is so unique about it, comparing with your competitors?
- Give them appealing content. People need to filter your information, summarize it, estimate its relevance and helpfulness. Get the most out of social media, too.
- Don't think about what people need; give them what they want. Build an authoritative community, making people want to join it, talk and market to each other.
- Don't force yourself to write when it doesn't work for you and when your muse sleeps.