Notes from Jeff York

Small business marketing thoughts from a marketing small business owner

The three R’s: Writin’, writin’, and writin’

with 2 comments

In a previous post, I talked about the importance of reading other’s writing.  In business, math is essential.  But this week, I want to talk about the other R we learned about in school.


This week, I had a chance to have lunch with a writer.  She’s not a published writer as yet, but her work that I’ve read is exceptional.  The experience served as both a beacon of hope that some young people do have the capacity to generate amazing copy and as a reminder that many of the best marketing concepts come from looking at a situation with a different angle.  Her writing does just that.  For example, when talking about snowboarding, she writes “It’s like suicide without the death.”

If you haven’t stopped just now and considered the deliciousness of that statement before reading this sentence, then you simply don’t appreciate good writing.

But thus far this week, I’ve been asking you to read.  Yet, this blog entry is called writing.  What’s the deal?

I believe that writing forces us to look at things from a different angle.  And different writing styles and goals do that differently.  Technical writing causes technically minded individuals to translate that information into something we can all understand.  Copywriting focuses language into pinpoint accuracy to cause another to act on our suggestions.  Without superior writing ability, your message is weak or gets lost.

When writing copy for your business, do you keep in mind your audience?  Does the tone of the writing match your type of business and the type of customer you’re trying to attract?  What are some of the things you keep in mind when writing copy?

Written by Jeff York

August 3, 2008 at 12:36 pm

2 Responses

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  1. Jeff: not just reading other people’s writing but seeking out the very best writers and studying and dissecting their work until you figure out how they created a certain effect. We are what we read and our brains become more discerning, insightful and creative when we sustain ourselves with good books and intelligent authors…

    Cliff Burns

    August 3, 2008 at 1:40 pm

  2. Cliff…you are absolutely right. Reading someone who is exceptional at conveying their message with words is the best way to become a better writer ourselves. This would be a good time to point out that reading poor writers can actually be detrimental. As you said, we are what we read.

    Jeff York

    August 4, 2008 at 4:16 am

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