Writing for an audience is a skill.  I read a lot of websites and promotional materials and often find myself trying to decipher what they are really offering because it's not actually communicated clearly. I think to myself, if that was my business, I'd be worried. People have a short attention span so communications need to be immediately engaging and clear.

 

Instant attraction

​For instance, a good press release will attract media and pique the interest of your industry. Journalists are flooded with potential stories and pitches on a daily basis so making your proposition stand out is crucial. This begins with a strong, catchy headline and subject line.

 

Compelling, must-read copy

Any opening line is crucial, it must get straight to the point and communicate the message because a busy journalist, editor, or customer, may, and usually does, lose interest fast. The body of the piece needs to be focused and concise.  Plus there should be no spilling or grematicle erors. Not a singel wun.

 

A fixer upper

Strange new customs have slipped into people's writing styles these days like Capitalising all kinds of words that are not proper nouns. I think they do it for emphasis, but it's really, really annoying. I can fix those kinds of issues.

 

Engage and entertain

It's all about having a relationship with your client so engage and entertain through the written word. Don't give them a reason to discontinue reading.