The Importance of Writing for Small Businesses
I recently had the opportunity to write a good news article for a local small business to share their 2-year report card with existing and new clients. It was such a fun assignment to be able to interview the client and listen to the passion in their voice at what they do and why it's important to them and for their customers. It got me wondering whether all the micro and small businesses in my community realized the potential that a good news story or a promotional article or blog might have for their business.
I've grown up with an experience of small business. My mom was a consultant for one home-based business or another or she was making aprons or tea towels, or knitting dish clothes or toddler hats to sell at markets. My grandmother owned a jewellery store, first in Sidney and then in Victoria, and went on to be a consultant before retiring. My grandfather was a handy man after he retired from farming, which is itself a small business. As well, I worked for several small businesses over the years. One thing they all had in common was that time was often a premium and promoting themselves was difficult and sometimes costly.
Nowadays, the internet gives micro and small businesses a myriad of ways to self-promote. Most methods involve writing in some form, whether it's content on your website, posts on Facebook, an article on your blog, or even tweet and short posts on Instagram. Some small business owners and operators relish this task. Others see it as an evil necessity or avoid it altogether. I'd guess most fall somewhere in the middle, but due to lack of time, confidence, or skill, writing falls to the bottom of the to-do list or it just doesn't seem to have the impact they hope and they give up because they aren't happy with what or how they write.
If this describes you, don't give up! Promoting your business -- keeping it in front of your clients and customers -- is what helps you succeed. Letting them know what you are doing, what promos you are offering, and what your business means to you helps your customers feel connected to your business. After all, small businesses are the backbone of communities and many people want to shop local but may not know what is available to them. The information doesn't have to be flowery, but it does have to be correct, clear and complete so that you maintain your credibility. Poorly written copy can give the impression that you don't pay attention to detail or aren't professional.
That all sounds great, but what if it’s something you aren't comfortable doing, or perhaps don't have time to do? Find someone who is a good writer and who you can work with to craft your message. The writer should be able to help you clarify your idea and wrap words around it so that it tells your customers as much about your company as it does about the product or service you might be promoting. If you just want a second set of eyes on your writing, an editor can help ensure your piece is doing what you want it to.
Hiring a writer (most writers are editors too) does cost money and with any service, you get what you pay for. That doesn't necessarily mean a less experienced writer who costs less will do poor work, but a more experienced writer may be able to reduce the amount of time in revision or hit the note you seek faster or identify several other areas of promotion you didn't consider. Rates for writing do vary by type and region, but you can get an idea of what to pay here. You may also be able to negotiate a rate that works for you both.
Getting your message out there is worth it. If it isn't within your comfort zone, or you don't have the time, reach out to a writer to help you. Your business will benefit and your customers will appreciate it.
I've grown up with an experience of small business. My mom was a consultant for one home-based business or another or she was making aprons or tea towels, or knitting dish clothes or toddler hats to sell at markets. My grandmother owned a jewellery store, first in Sidney and then in Victoria, and went on to be a consultant before retiring. My grandfather was a handy man after he retired from farming, which is itself a small business. As well, I worked for several small businesses over the years. One thing they all had in common was that time was often a premium and promoting themselves was difficult and sometimes costly.
Nowadays, the internet gives micro and small businesses a myriad of ways to self-promote. Most methods involve writing in some form, whether it's content on your website, posts on Facebook, an article on your blog, or even tweet and short posts on Instagram. Some small business owners and operators relish this task. Others see it as an evil necessity or avoid it altogether. I'd guess most fall somewhere in the middle, but due to lack of time, confidence, or skill, writing falls to the bottom of the to-do list or it just doesn't seem to have the impact they hope and they give up because they aren't happy with what or how they write.
If this describes you, don't give up! Promoting your business -- keeping it in front of your clients and customers -- is what helps you succeed. Letting them know what you are doing, what promos you are offering, and what your business means to you helps your customers feel connected to your business. After all, small businesses are the backbone of communities and many people want to shop local but may not know what is available to them. The information doesn't have to be flowery, but it does have to be correct, clear and complete so that you maintain your credibility. Poorly written copy can give the impression that you don't pay attention to detail or aren't professional.
That all sounds great, but what if it’s something you aren't comfortable doing, or perhaps don't have time to do? Find someone who is a good writer and who you can work with to craft your message. The writer should be able to help you clarify your idea and wrap words around it so that it tells your customers as much about your company as it does about the product or service you might be promoting. If you just want a second set of eyes on your writing, an editor can help ensure your piece is doing what you want it to.
Hiring a writer (most writers are editors too) does cost money and with any service, you get what you pay for. That doesn't necessarily mean a less experienced writer who costs less will do poor work, but a more experienced writer may be able to reduce the amount of time in revision or hit the note you seek faster or identify several other areas of promotion you didn't consider. Rates for writing do vary by type and region, but you can get an idea of what to pay here. You may also be able to negotiate a rate that works for you both.
Getting your message out there is worth it. If it isn't within your comfort zone, or you don't have the time, reach out to a writer to help you. Your business will benefit and your customers will appreciate it.
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