Company description mystifies readers

| September 29, 2011

I’ve just read four chunky paragraphs of copy about a company on a prestigious directory website… but 350 words later I still don’t have a clue what services or products they deal in.   

Be clear about what your business does up front

I know that whatever they do, it’s apparently ‘excellent’. Their staff are experts in the field, whatever it might be. They are reliable and trustworthy. They’re local.

They allegedly combine their expertise, experience and energy so every client receives close personal and professional attention. They’re 100%  responsive. They give competent advice, so much so that client referrals have fuelled their growth.

They say their talents are incredibly diverse. And they’ve earned the respect of the business community.

All of which is brilliant stuff… or it would be if they’d remembered to tell people  what they do. They could be farmers, porn stars, web designers, estate agents or book publishers. Who knows.

The lesson: remember the bare basics. As well as waxing lyrical about your business, make sure you’ve answered the whats, wheres, for whoms, whys and hows!

Category: copywriting and marketing

By Kate Goldstone - ()

Originally from Middlesbrough, I lived in Brighton for many years before moving to North Devon. I’ve had a passion for words all my life and this is my twelfth year as a freelance writer. In my spare time I draw, paint, sculpt, carve wood and rock, garden, read, write poetry and enjoy long distance hiking. I sing and play the recorder. I collect modernist paintings, vintage rugs and mid-century German art pottery. I’m a member of The Poetry Society. And I am an experienced volunteer shepherd, a ‘Lookerer’.

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