GIVE YOUR READER A REASON.
I have this weird belief that business writing is like the biggest ask ever. I know I wrote it so you will read it, and maybe, just maybe eventually, buy something. You know it too. So in order to get over that sort of awkwardness, I want to write you content that’s going to give you the best I can give. The best I can give is my expertise, my experience, my “how-to”, the next step, the surefire way. If you say things like “a comprehensive marketing strategy is the surest way to help your brand skyrocket…..blah blah…” well,
what does that even mean MAN!?!?!
It’s complete gibberish. “A complete marketing strategy may vary but should at least contain a timeline, a list of 5-20 KPIs, a breakdown of total budget and the accountability guidelines for each stakeholder or department. ” That tells someone who is not in marketing what in the heck to look for next! Do that instead! Always give your reader a reason to go ACT on what you told them.