My aim is to support small creative businesses, by helping to build an online presence. However, I know how easy it is to create an online profile that is clean, tidy and business-like; in the real world this is great, but on the Internet, it just doesn’t work.
That is why I always insist on putting each of the following into my writing style:
One of the things that I really pride myself on, when it comes to my writing style, is that I insist on allowing my personality to shine through. That might make me sound like a snob, or arrogant, but there is genuine logic behind it.
For as long as I can remember, business literature has been quite rigid and dull, and I wanted to turn that around. I wanted to make it more personal, as if I’m talking directly to the customer. My view is, that when you’re a customer, it’s easier to trust a voice that feels like it could be your friend. I want the content to be interesting and not just full of excessive keywords that might draw customers in, but it’s not going to encourage them to read.
Jargon has its place in business: it’s great for communicating quickly and efficiently about relevant topics. The problem is that jargon is only effective if the recipient understands it, but outside of the business world (where you’ll find your customers), most people probably won’t have a clue what you are talking about.
My aim is to remove jargon, instead creating content that is easy to understand without being patronising, and most importantly still provides the relevant information that your customer needs to get a good idea of what you have to offer them.