If there’s one thing that can help you be more successful in writing, it’s careful planning. Before you even begin researching or drafting a website, blog, article, brochure, case study, elevator speech, e-book, grant proposal, or other business document, you need to ask yourself some basic questions. Here are a few to get you started:
1. What’s your purpose?
There are many reasons to create a document, including to sell, to inform, or to educate. Be sure you know what your reason is and craft your document accordingly.
2. What’s your timeline?
Know how much time you have to develop your document, and plan your schedule accordingly. Be sure to allow enough time for research, drafting, reviews, and revision.
3. What kind of document do you need?
Some types of information are better suited to particular types of writing. For example, maybe you want to promote a new line of services. You could introduce them in your blog, but perhaps a series of press releases would be more appropriate. Consider the information you want to convey before deciding how to convey it.
4. Where will the document be placed?
Document placement will determine a lot of what you write. A data sheet for a new product placed as a PDF on your website should read differently than a similar document printed out to be distributed at trade shows. Think about who will be reading the document, what other documents they will have access to, and at what point in the sales cycle the information will be introduced.
5. Who is your audience?
Your audience’s concerns are of primary importance. Find out as much as you can about your target readers, and shape your document to address their needs.
6. Who is your hidden audience?
Did you know you have a secondary audience that you might not have considered? A secondary, or hidden audience can include your boss, your client’s client, your client’s advisers, sponsors, or competitors. It can be tricky to write with them in mind, but you can get yourself into trouble if you don’t.
7. What’s your core message?
Your company or organization should have a core message that gets reflected in every piece of communication. Know what it is, and state or imply it in your document.
8. What’s your main message?
Your main message is specific to the particular document you’re working on. What is the one thing you want readers to remember after reading your document? Identify it and make it clear in your writing.
9. Where will your information come from?
It’s hard to write a document with no information! Be sure you know where you can gather the data you need, whether it’s from your own knowledge, through interviews, or based on research.
10. What’s your hook?
Your document will be useless if no one reads it, so be sure to develop a great opening line, or “hook” to interest readers and keep them reading.
What are some other questions you ask yourself before starting a writing project? Please share in the comments.
About the Author: Karen Marcus, M.A. is a Northern Colorado copywriter who has been helping clients in a wide range of industries to put their best word forward for 13 years.
Need assistance with your business document? Karen can help! Click here for contact info.
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@Amanda, glad they are helpful! @Mary, yes, good communication is about context. Having a high-level understanding of how your document will be used is a great place to start–even if you realize it’s similar to what you’ve done in the past. @Marc, great!
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Thanks, Karen. I appreciate the links to your other articles. Some of the concepts (like hidden audience and hook) are new to me.
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I think #3 and #4 are really important. In my organization, we sometimes develop materials the same way we always have, without thinking there could be a different way to do it. We also don’t think very much about how the document will be used once we create it. It’s easy to fall into old habits, and not really analyze why you’re doing something. Thanks for these tips.
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As a graphic designer, I sometimes find myself having to write copy for my clients. I’m not great at it, but these questions give me a good place to start.
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