Overcoming Writers Block: A How-To Guide to Writing for Business
Writer’s block. We have all had the experience of trying to put the proverbial “pen to paper” and coming up dry. Writer’s block is a real challenge that we face when we're writing for business and part of lead generation strategy rests on pumping out content.
Some of you may be writing books. Some of you may be in a Master's or PhD program where you have to write empirical articles. We all know that writing for business is a little bit different and often feels way more high stakes and exposing.
You are writing to one specific person.
In the novel world this is known as the one reader, but in business you are writing to your ideal audience.
The difference here is that you're not only writing to one person, but we really want to connect with them with our own personal experiences and expressions. But also mix that with a solid base of tactical sales to communicate the value and the change they can experience through working with you and that equals:
So how do we find the perfect balance of personal and professional?
How do we talk to our audience in a way that feels authentic but isn't salesy — and is actually easy to write? Let’s walk through some tactical tips that help us here at ALC.
Understanding Writer’s Block in Business Communication
We’ll start by taking a page from the SEO playbook we all know well: you must be consistent. Let’s go louder for the people in the back:
It's so important for your business communications to be consistent.
Sure, we go on vacation sometimes, but we want newsletters to be on cadence as much as humanly possible. We have to batch them before we go. We want blogs every week and social media posts every week. We want to remind people that we exist, because that’s an ongoing neverending battle for people's attention.
Attention is the number one most prized real estate when it comes to the Internet.
To cut through the noise, it takes a lot of repetition. It's hard work.
A lot of people struggle with what to write, not because they don't know their field or they don't know what they're talking about, but they fear what people might think. They fear judgment. They have a lingering perfectionism that clouds their ability to write authentically.
The unfortunate downside of this is that you're going to spend a lot of time writing content that a lot of people aren't going to read. No one's paying as much attention as you think they are. That's why we have to be consistent and capture those eyeballs day in and day out, because they may not have heard you the first (or second, or fifth) time.
Most people are not going to read your soliloquy, but Google will scan it and it will reward you in the eyes of search. And that's also one of the tertiary goals that we're going for: boost your website’s SEO with your content.
But the idea that when you post it, all of your followers are going to read it — it's just not true.
Letting go of the fear of judgment is critical to getting past writer's block.
The Power of Authentic Writing: Building Genuine Connections
What does authentic writing do with our audience? It builds genuine connections.
We all have experts that we follow. We all have gurus, and people that we feel are further down the path than us. But the secret is: they’re still human too, even if they don’t show it.
The benefit of being vulnerable and authentic in your writing shows (somewhat shockingly in the Internet age) that you are a human and that’s the thing that draws people in. Not expert hats, not fancy videos, but the feeling that this person gets it.
You're there, still doing the work. You're still making mistakes. You are a relatable. And that's really, really important.
The reality is we're all making mistakes all the time. Authentic writing is critical in establishing trust and loyalty with your audience because they can smell the BS. They know when you're being disingenuous. They know when you're being phony, and that never works. So be yourself.
Tell authentic real stories. The entire world is built on stories and the world really wants to hear yours.
Crafting Sales-Oriented Content that Works
Now we need to craft sales-oriented content that feels genuine and resonates with our audience. No fluff, just real connection and value.
Here's the thing – clarity is key. We're not about putting on a show with wordsmithing trickery. Instead, showcase your brand's values and goals, shining a light on what truly matters to your clients. Transparency and professionalism go hand in hand.
So, how do we write sales copy that's real?
It’s simple.
Speak from experience
Be genuine
Understand your audience's problems in and out and articulate that clearly
Show them how your product or service can lead to transformation they’re looking for
Help them make informed decisions, even if it means realizing your offer might not fit their current budget.
It's all about showcasing the tangible benefits of working with you. So, take a good look at your content and make sure it's hitting the right notes. No bland and boring here – just clear and compelling sales copy that speaks directly to your audience.
Addressing Different Types of Buyers in Your Copy
It's also important to note there are different types of buyers and when you are writing content and sales copy, you want to make sure that you speak to all of them.
For instance:
Some people really care about data. They want to know that there are facts and empirical support around the claims that you're making.
Other people want to hear opinions. They want testimonials from past clients. That's the thing that really is going to drive them to make a purchase.
Other clients want to know as much as possible about what you're selling so they there's no surprises and they feel like they really understand comprehensively what you offer.
There are emotional and rational types in there and you want to appeal to both of them in your copy. Be sure you integrate your personal narrative with persuasive elements, and insert all different types of levers that people can pull depending on how they buy and what they use to make decisions.
Simplifying Business Writing with Professional Copywriting Services
Here at Anchorlight, we totally get that you're doing 1,000 things and writing content and copy might not be at the top of your list of new skills that you want to develop. We offer copywriting services for any and all of our clients struggling with writer's block. Your website, your newsletter, your blog — we can help you write copy for it all.
We write on brand and in a voice that is true to you while highlighting your services or products in a way that gets them sold. And most importantly helps the people that you are in business to serve.
At the end of the day, the work we do matters, but not so much that it should become a paralyzing, painful experience.
Get the help you need — or make the space you need to get into the zone of writing!
