Why writing for business is sometimes difficult


Writing a few words for a blog, preparing a talk or setting up a phone conversation can at times seem a huge task.  If you are working for yourself or running a small business, you will know that creating communications is one of the essentials of being visible.   It matters that you have information out there. You want to keep on getting more clients and unless they know more about you they cannot really understand what you do.

You need a constant flow of communications

Now that you are working for yourself it will either be you or someone you have delegated the job to who needs to come up with the constant flow of communications.  In some cases you may also need to have your communications passed by a regulatory body before putting them on line, so being organised is essential.

Do you have blank screen syndrome?

Have you ever stared at a blank page or screen and wondered what on earth you are going to say or how you are going to brief your VA or PA.

Why on earth is it so difficult to actually decide what to talk about?

Perhaps you are challenged with producing a blog weekly or need to create information about your services for your local networking meeting.  You may be writing copy to describe a new service, but where to start?

It can seem like blowing sand in the desert

You are not alone in this.  I’ve found through talking to others, reading and trial and error that the biggest barrier to creating communications is not knowing enough about who the piece is being written for.  When you don’t know exactly who you are writing for, what their interests, likes and dislikes are, it seems like blowing sand in the dessert, so much swirling around, not landing anywhere in particular  and so little effect.

The three ways to write what your audience really wants

Here are my three tips for getting started on creating information the people actually want to read, creating information that will bring in more of the clients you want to work with.  These are my tips for getting to know  more about your clients and what they would be interested in.


  1. Listen to what people exactly like your clients are asking about, talking about on social media and in offline networking groups.
  2. Have actual conversations with your clients or people like them – it’s amazing what people will tell you if you ask them in the correct way.
  3. If you can’t ask them a question in person or by phone send an email or use survey monkey.  If possible, ask open questions so you will get a longer response.

Here are some tools

These tools are in use by lots of people every day.

Survey Monkey


Google Forms (Free)


There is a helpful review  of many more survey tools by: Wordstream  http://www.wordstream.com/blog/ws/2014/11/10/best-online-survey-tools

Of course doing research is not just about using fancy tools, it’s about thinking of the right questions, making contact with the right people and being organised but the results can make an immeasurable difference to your business.

Photo credit: Emily Rachel Poisel / Foter.com / CC BY

Over to you

Did you identify with anything here?  If so, please comment below.


If you would like to discuss researching your clients contact me:  http://escata.co.uk/contact/

please email:  gill@escata.co.uk

Leave A Response