“Are you impressed with the way how the ad is written? Willing to write something commercial?”
Our business world has constantly improving in renewing the strategy for each essential business element, no exception for brand communication content. In strategizing content, every business doers obey this commonly acceptable rules: the right message, the right people, the right time -- which today is completed by the right channel.
Content plays a very important role in the process of business and brand communication. And it always takes two to tango. Customers’ side is crucial. The targeted customers will comprehend what our products/services in a business through arranging and delivering catchy, well-structured content. However, looking back to our experiences in talking to clients, we are sure that not all business doers (business owners, business runners, and communication division of public institutions) know what they really want to say to their audiences.
Let’s talk from the beginning. Believe it or not, most of Indonesian business doers do not comprehend the meaning of ‘content’. People only know that content is related to writing activities, language, texts and words; meanwhile, when we see deeper the word ‘content’, it covers a pretty wide area, because the content is ‘what is inside’ of a production media - in this context is business communication media. Thus, a business content covers all provided structure and information design.
Here, I’m gonna focus on the writing context as a part of business content; to understand commercial writing and its anatomy, and the precise tips of commercial writing as a step to build your brand. Parts of content - which is visual - has been discussed previously. You can check on this link.
Commercial writing concept refers to all writing activities to communicate products/services of a business. In other words, commerical writing is aimed for business communication. A bit different from creative writing which covers wider topics, including literary works, true story, and so on.
Important element which distinguishes commercial writing content from other typical pieces of writing: authentic and relevant. Authentic means that the business products/services is a real point for the customers. This element is delivered to the customers through the ambience they’re in. But authentic is not enough. Communicating products/services have to be relevant, which means in line with desire, need, style, and the culture of our customers.
1. Content Quality, Not Content Quantity
Rich content isn’t based on the number of words. Rich here means the quality of communicated information. Content strategy is playing an important role as an umbrella in information condensity so it is not a one-stop content of information media. So, you need to recognise each content anatomy in each communication channel you use. For example, content anatomy on the poster and brochure must be different; indeed, it affects how to write the information.
Writing formula of content commercial is derived from one basic concept: K.I.S.S. (Keep It Simple and Short). Your customer target is active subject who can easily detect which content is suitable for their need and habit.
2. Structure Content Findability
Today, writing a content will never neglect the need of findability; especially for digital content. Business content structure we write has to pay attention and consider the number of words, diction, and familiar language; but the customer target keeps getting the advantage of your writing. You may use Google Webmasters Tools, QuickSprout Website Analyzer, Check my Link, you name it. They are SEO tools to assist you analyse appropriate diction or idioms suitable with your audience’s language.
3. Technical Things That Matter
Audience target in every communication act is different; along with the communication style and characteristics. Writing commercial content doesn’t always refer to structured and standard language. However, at some points, you should always refer the technical writing tips, such as space, subheading, and other punctuations.
At the end, writing appealing content is not enough. Writing valuable, relevant, and qualified commercial content will be much more effective and supportive for your business communication activities.
Brand Performance Expert