Writing with Personality

May 4, 2010

Business writing often has a reputation being stale and boring. Some websites are so filled with buzzwords and phrases that don’t really mean anything that sometimes I’m not even sure what services they offer! Words are important, because if your company’s literature looks like everyone else’s you will not stand out. Here are some ways to make your writing stand out:

Hire a Contractor
An in-house writer or someone in the marketing department may be too immersed in the business to write about it from a fresh perspective. Hire someone outside the company to write copy for you. Ask them for clips of their previous work and be sure to let them know that you are not looking for normal, everyday business writing. You want it to POP!

Be Honest
Honesty is the best policy, whether you are going for corporate, silly or serious, but it helps to have fun with it. If turn-around time for customer complaints is 24-48 hours, say just that. If you are short staffed, and it’s a week, say it’s a week. Nothing infuriates a customer more than a false promise. Woot.com is a great example of site with personality that is also brutally honest. For those not familiar with Woot, they are a “Deal-a-Day” website that sells one item per day at a deep discount. You can usually get some good deals, but you are always at risk of getting a dud. Their product descriptions are very literal and hilarious. Here is an example of their brutal honestly from their FAQ page:

Will I receive customer support like I am used to?

No. Well, not really. If you buy something you don’t end up liking or you have what marketing people call “buyer’s remorse,” sell it on eBay. It’s likely you’ll make money doing this and save everyone a hassle. If the item doesn’t work, find out what you’re doing wrong. Yes, we know you think the item is bad, but it’s probably your fault. Google your problem, or come back to that product discussion in our community and ask other people if they know.

Tell a Story
Get creative with you product descriptions by using a story line to describe what your products and services do for its customers. If you have some that are true, even better! You may want to consult your customer service department for assistance if you decide to go this route.