What a Copywriter Can Teach You About Communicating in Business

Copywriters are expert communicators who spend their careers learning how to convey messages with the most impact possible.

It might seem like the world of copywriting and the world of business are two completely different places, but you’d be surprised how much a copywriter can teach you about communicating in business, whether you’re the CEO of a multimillion dollar corporation or the sole proprietor of a small start-up.

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Before your next meeting, email or conference call, take a look at these tips from real copywriters that you can use to make your business communication more meaningful and harder-hitting:

Cut to the Chase. For your arguments to have any weight, they have to make sense. If you bury your lede in a bunch of business lingo and try to hide the real purpose of the point you’re trying to drive home, no one will follow along. Instead, cut out the unnecessary fluff and get to the point as quickly as you can.

Make it Simple. Often, business communications require you to explain complicated concepts to contractors or employees, but you can’t assume that just because you understand a thing that they will. Learning to keep your directions simple, explaining each step necessary to complete the task and doing it without insulting anyone’s intelligence will go a long way in the business world.

Show, Don’t Tell. You may well believe that choosing Option B is the best route for your business or department, but you can tell people that all day long without it even making a blip on their radar. Instead, show them how Option B will benefit them in increased sales, higher market share, greater exposure or lowered costs. Showing rather than telling helps build concrete arguments that no one can refute.

Don’t Forget Your Call to Action. Just like a copywriter needs to tell an audience how it can respond to the marketing material they just read, you need to remember to suggest actions in your meetings. You can lay out a great argument and communicate well, but if you don’t tell the people present what action you’d like them to take, they will often get lost in the presentation. Whether you’d like to see your company give more vacation time to employees in high-stress positions or change the paper towels used in the men’s room, make sure you say so at the end of your presentation so that everyone knows the action you want them to take next.

Copywriting and business communications are two sides of a very similar coin. As a business person, you’re selling your ideas to people in your organization — implement these tips from copywriters to ensure that you’re getting the most value out of every business contact.