Marketing Writing...with Heart
by Kendall SummerHawk














Between creating a newsletter,
articles, your free give-away on your website (plus the website itself), an information
product, email promotions, and handouts for your next speaking appointment, copy
writing is a big part of marketing your business.

Thank goodness marketing writing is soooo different from the papers we all had to
do eons ago when we were in school! Lucky for us, our readers are not critical
teachers with a red pen grading our work, but instead, are real people, just like you
and me, who want to learn something and get inspired.

Years ago, I practiced at writing "corporate speak." My proposals and reports where
carefully crafted to keep EVERY aspect of my own personality, thoughts, and
feelings from showing up.

I got so good at it I could have been dubbed the "Stepford writer."

When I started my own business, I had to learn and adopt a completely different
style of writing, one that is deeply personal, and expresses my brand authenticity.

It hasn't always been easy and believe me, there have been many pieces I've written
that never saw the light of day before they were dispatched to the trash with my
delete key.

The great thing about writing though is that it's only words. You can change them
(I love that!). And the power you have to use them to persuade, influence, and
inspire your clients to take action and hire you is unbeatable!

So, how do you write from the heart AND sell your message?

Here are five tips to get you clicking away at the keyboard in no time at all:

Writing Tip #1 Just write

If I try and edit as I write I quickly find myself under the thumb of my inner critic
(after all, we all have one!). Why not send your inner critic on a coffee break? How?
By just writing, leaving the editing for later. Getting those first words out is the
toughest part so just get to it.

Writing Tip #2 What are the emotions you want to evoke (or provoke!)

Before I start ANY writing (even a simple email announcement) I take a moment to
get clear on what key emotion I want to evoke. Is it inspiration? Excitement? Hunger
for more?

Don't try and rein in your natural energy and viewpoint on your topic. Believe me,
people WANT to read something that is strong, even provocative. So if you find
yourself saying, "Oh, I can't say that!" then please, say it. It's you, it's authentic, and
people want to hear it!

Writing Tip #3 Just say it!

As my Jewish grandmother would say, "Quit trying to be so perfect already!"
Whenever I'm stuck (I can tell I'm stuck when I have re-written the same sentence
about 3 million times) I call my mom, who is an incredible writing coach. The one
question she always asks me is, "What do you want them to know?" After I'm done
telling her she follows up with, "So write THAT!"

Writing Tip #4 Keep it conversational

You know that voice inside your head that's busy chattering all the time? Now is the
time to put it to use! Try having a conversation with yourself about the topic you're
writing about. Then just type up your conversation. I know this tip sounds a little
wacky but it's what I use to keep my writing fun, upbeat and very personal.

Writing Tip #5 Don't be your own judge

Just a few weeks ago a good friend (and client) emailed me her website home page to
read. "I don't think it's very good but I can't stand looking at it any more. Can you tell
me what you think?"

It was brilliant. It was strong, sharp, crystal clear, and engaging. It just proves that we
tend to be our own harshest critic. Better to be brave and give your piece to someone
else to read for feedback. Just be sure they are someone who understands YOU and
your business so that the feedback you receive is meaningful.

Maybe you love to write, or maybe it sounds daunting to you. Either way, writing is
nothing more than speaking from your heart. Which means that rather than worry
about your writing, spend your energy telling people what you REALLY think. Do it
in writing and you'll make a lasting impression that brings in more business.

About the writer: Kendall SummerHawk, the "Horse Whisperer for Business" delivers smart,
savvy ways entrepreneurs can turn their hectic business into a smooth-running, fun, 6-figure
money-making dream. To learn more about her book, Brilliance Unbridled, and sign up for more
FREE tips like these, visit her site at
Kendall SummerHawk.

Learn more about Kendall in her HOW Profile
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