A very short blog about focus in your writing
How many times have you tried to write an email, newsletter, web copy or brochure only to completely lose your focus?
The problem is your business is quite complex; there’s a lot that goes on in the background that, quite honestly, your customers don’t need (or want) to know.
All too often your writing ends up going over their heads because you’re focusing on the minutiae that enthrals you, but that bores them.
It doesn’t matter how many hours R&D went into your latest gizmo, or the technology that makes your gadget work, or the lengths you went to to make sure the colours of your latest thingamy matched the mood of your buyer because they don’t care.
They don’t care because it’s not important to them; all they want to know is that it will work and it will benefit them to make their life easier.
That’s it. No more. No less.
Before you write think about how your product or service benefits your customer – that means precisely how it makes their life better – and keep the focus on that.