Sometimes It's Not What You Say, It's What Not To Say

In a recent interview I had with Maria Ross of Red Slice and the author of "Branding Basics for Small Business," I talked more specifically about copywriting for small business and the four biggest mistakes each tend to fall prey to. However, one thing I might've left out is that it's not so much about what you say, it's probably more about what NOT to say.

Meaning this.

A few months ago, I used the metaphor of going on a date and "closing the deal" – and yes, I mean what you think I mean.

But here's the thing, imagine being on a first date and someone having what you might call "diarrhea of the mouth." It's all about them. How great they are. How in love with themselves they don't even pretend to be and…

Some say it's a sign of low self-esteem. Some just think they're a —-.

No matter the case, it's the same when copywriting for small business. We don't need to know your resume before we REALLY even know you!

It's a matter of writing too much, just because you think it's important to put in there, versus leaving some things out, that maybe shouldn't even have been said – something that may even scare away potential customers. And something that makes people feel overwhelmed right off the bat, before we even know how great you and your business might be.

So get it all out a first – on paper (or computer screen). Then cut it down to what matters most to your customers. And fine tune. Fine tune. Fine tune!

Don't, and you run the risk of never "closing the deal" even though you're company may in fact be "a big deal." Because sometimes it's not what you say, it's what not to say.

Kapeesh?

Let's talk more about it here or here.

QUESTION: Do you love your business, but know you shouldn't be the one writing for it?  Or perhaps you may even feel you could ruin the reputation you've spent so long in building?  Heck… maybe you're just way too embarrassed to even share it with anyone because you know deep down inside that whatever you write, doesn't accurately represent who you are and what your business is really about.

If any of that sounds familiar?   Click here .  Let's talk.

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From small to mega-size businesses and ad firms, I (Jared Matthew Kessler) have taken on a wide variety of copywriting projects that encompass just about everything in my field. Increasing sales with words, I help companies stand out from the noise (not just add to it).