By Isabel Parlett

We all need good words to put our work out into the world. As business gets more and more virtual, we meet more and more people through our words instead of in person. In a world where the internet lets us reach more people, our words make the case for our services, and move people to buy.

When those words for our business appear in print (or the virtual equivalent), we call them copy. When you think of writing good copy, you may think of writing sharp headlines, emphasizing benefits, and making a strong call to action. What you may forget is that “less obvious” step that needs to happen first if you’re going to have something worth saying – developing your message. And that means finding simple, emotional words to communicate the most powerful, profound message you are here to share.

 The distinction between developing your message and writing your copy has become more significant in this changing landscape of business. In a world of abundant choices, people gravitate towards what touches them emotionally. If your business language stays on the level of information — factual descriptions of what you do and your benefits – it won’t move people. If you can paint a picture of what is possible for your audience that they may not have imagined, if you can connect your audience more deeply to a forgotten part of themselves, if you can inspire them with a thought or idea that goes beyond your product or service, then you touch their hearts.

 Can you feel the difference between telling people that you lead Speaking Circles or sharing that you connect people to the voice inside that speaks without fear or hesitation?

 Copywriting is about selling. But, before you can sell, you need to communicate. You need words to get you and your audience on the same page, sharing a common story that resonates for both of you. And that’s the art of developing your message.

 Message development is the work of digging inside yourself and your life story for the words, images and feelings that make your profound message come to life. It’s about finding words and metaphors to express the common thread that ties all the best work you’ve done together. It’s about painting pictures, stirring feelings, and expressing what you most deeply want for people.

 If you focus on writing sales-oriented copy before you’ve fleshed out the story you are here to tell, your words will always fall flat. Develop your powerful message and the words to say it, and copy writing becomes the skill of adding the refining touches that shift people from loving what you have to say to doing something about it.

 Isabel Parlett is a business communication expert who teaches business owners the art of finding simple, emotional language to share their most powerful and profound ideas with the world. Get a free email mini-course on The Changing Language of Business and ongoing inspiration around your business language at www.parlancetraining.com/ezine_optin.html.

© 2008. Isabel Parlett. All rights reserved.

Post from: EveryJoe

The New Art of Writing Good Copy

Today’s guest is Michele PW of MichelePW.com. I was quite honored to have Michele participate in Be Heard Day.  She’s one of the best copywriters out there, and knows several ways to attract clients to your website.

And you can now access her free gift, as well as other gifts valued at more than $3500 at http://www.beheardfirst.com

Post from: EveryJoe

Be Heard: Michele PW