Page 75 - How to write effective business English your guide to excellent professional communication by Fiona Talbot

64 How to Write Effective Business English

later date. Invite readers to subscribe to your newsletter or contact
you. You can ask people:

● ● to share some piece of content (industry insights, other know-
ledge, observations, news, your own tips, etc) or your brand;
● ● to like on Facebook; or

● ● to retweet what you say (evangelism can achieve sales too).
The hard fact is that without sales and profits, your core business
can flounder.

Tips for writing calls to action

● ● Explain why (one or more major benefits) and how people
should respond.

● ● Communicate clearly what customers will get.
● ● Offer a realistic deadline and the benefits for the customer of act-
ing quickly (a free offer/discount/upgrade/limited edition/pegg ed
interest rates, etc).

● ● Highlight dates or events that can be useful to your demographic.
The more national, multicultural or international you become
or want to become, the more hooks you can use, eg Christmas,
Sinterklaas, Thanksgiving, Diwali, etc.
● ● By showing you understand issues of relevance to the world out
there (where your current and prospective clients reside) you
can become the trusted friend that they will turn to for advice.
Once they see that your advice comes from a place of values and
knowledge, they are more likely to pay for targeted advice from
‘that trusted friend’ – or at least be an advocate for you to
others.

Don’t ‘overthink’ when you write. Don’t lose sight of the essence of
your business that needs to be written throughout your business,
from your business cards on!