We’ve just completed a mammoth but thoroughly enjoyable project that underlines an interesting point about successful business writing.
It was for one of our favourite clients, the national childcare group Asquith Nurseries, and it involved writing website profiles for 81 nurseries across the country.
It was demanding but fun, writing about the joys of baking biscuits, splodging paint, marching about the garden in wellies and snuggling down with books.
The telltale point was that the nursery managers themselves saw what they offer in terms of lots of jargon, such as meeting Early Years goals and achieving regulatory standards.
But parents see things differently. Although of course they want reassurance that the nursery is safe and secure, they will also respond to some colourful examples of what their child will be doing there. While mum and dad are slaving away at work, they like to think of their child being happy, busy, learning, laughing and enjoying a whirl of activity.
So our first step, as always, was to think like the customer (in this case mums and dads), rather than nursery managers, and write persuasive copy that reflects their interests and concerns.
All businesses, we’d suggest, should think in the same way. Think like your customer – tap into their problems, aspirations and needs – before you draw up the words for your website, brochures or newsletters.
It’s the best way to get your message bang on target.