Content Writing Tips Blog
Short, Sweet and Right to the Point

I’m a freelance content writer, which means I get to work on a huge variety of business websites. A question my mom has often asked me is, “Heather, you’ve never worked in software development or the linens industry or martial arts… so how can you write about it?”

If I only wrote about the things I know, it would have been a short career indeed!

One of the benefits of being a freelance content writer is the constant variety. One of the drawbacks is… the constant variety. It means that every few days, you have to learn about a new sector and learn enough so you can write about it intelligently.

Content – Research = Fluff

Many small businesses are burned by copywriters who don’t make that effort. And the content that results is a disappointing waste of money.

It just barely skims the surface of the subject matter, tends to be repetitive, and is usually full of platitudes: we pride ourselves on…, our service is second to none…, etc.

A good freelance content writer will do thorough research before entering one word on the screen. Research into the client’s business, their competitors, the industry overall. The terminology. The features and benefits. The problems the business solves for their customers.

Putting Background in the Foreground

Research is the most time-consuming part of any writing project. The up side is that once the writer’s head is full of all that background, the writing becomes easier. And it becomes better.

So if you’re toying with the idea of maybe hiring the cheapest freelance content writer you can find, odds are they’re cheaper because they aren’t doing their homework. And they’re hoping you won’t notice.

I’m reading about a concept called Sticky Marketing by Grant Leboff. The main thrust of his message is that businesses need to engage better with consumers.

Instead of talking at them, converse with them.

Instead of selling to them, help solve their problems.

Become relevant and useful to prospects and some day you may do business with them.

But as I read both his website and ebook, I keep tripping on his language. Stumbling over sentences that are not conversational or natural or in keeping with his message. Instead, it puts up a barrier between writer and reader because it’s stiff and formal rather than relaxed and chatty.

Online business writing is warmer, friendlier and easier to read when it relaxes and loosens its tie. Go ahead, split an infinitive or two. Dangle a participle.

Having said all that, I think Leboff’s forward-looking concepts are very worthwhile for everyone in business or marketing. Membership on his site is free and gives you access to some useful tools and lessons.

And his ebook Sticky Marketing will force you to rethink everything you thought you knew about marketing your business.  www.StickyMarketing.com