Page 61 - How to write effective business English your guide to excellent professional communication by Fiona Talbot

50 How to Write Effective Business English

fairly amazing prize bundle, and a fun competition too! They’ve done a
really nice job with that competition...’
Let’s analyse the components of their successful writing:
1 There was a compelling headline that appealed to the individual
reader.
2 There was a great offer – not just the chance of the ‘fairly amazing
prize bundle’ as one reader put it, but also a freebie for every
entrant.
3 For discoverability, the tags were ‘holiday’ and ‘Pizza Express’.
4 There was also a link to their website and Pizza Express deals.

Look out for examples for yourself. See what you feel works, and
you’re sure to find writing that:

● ● expresses key messages in the right channel, in language that’s
right for the expectations, needs, aspirations and interests of the
target audience on that platform (casual/more formal/culture/
right for that generation, etc?);
● ● has compelling headlines that attract target readers’ attention
(more on this shortly);
● ● communicates even complex messages simply (links can take
readers to detail needed);
● ● maintains interest and credibility (readers must trust you to
know links will take them to something professional/of value,
otherwise why click?);

● ● is current (you can refresh useful content, as I’ll show shortly).
Your business objectives are usually any or all of the following:

● ● to increase brand awareness and ‘be part of a conversation’ (as
positively as possible);

● ● to get your messages across and, depending on your business, to
boost sales;