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How to Write Content for Sole Traders

by Sally Ormond

posted in Writing and Speaking

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Promoting your business online and offline needs a lot of content.
Your website copy, blogs, articles, brochures and case studies must be relevant, interesting and useful to your readers if you want them to sit up and take notice of you.
How you go about it will determine how effective it is.
Let's take the case of a sole trader. Working alone, it's very easy to fall into the trap of writing about yourself.
Hang on a moment...
Oh, hi John (Joe's a self employed plumber), how's it going?
What? Yeah, fine. What do you mean trap? Of course I'm gonna write about myself, I am my business and people want to know about me.
Are you sure about that?
Are you taking the p...
Hang on, there's no need to be like that. Look at it from your customer's perspective for a moment.
Yeah, they want to know about me, who I am and what I do, obviously.
No, they don't. They want to know what you can do for them.
Same thing.
No it's not. Look, the fact that you've been in business for 10 years, you drive a blue van and your favourite pizza topping is pepperoni is of no interest to them. They just want to know how quickly you can get to them, and the type of work that you do.
Yes, really. If they're searching online for a plumber it's generally because they have a leak, need a new bathroom installing or something else along those lines. In other words, they have a problem and are trying to find a solution - you. That's why your web copy, articles and blogs all have to be focused on what you can do for them.
OK, you may have a point.
There's no maybe about it. If you want your content to be read and you want people to come to your site and think 'hey, John's the guy for me, he offers the service I need and can come out to me quickly' then you have to write it for them. If you just fill it with loads of information about you and only you, you're not giving them what they want.
John... hey John, where've gone?
Just looking at my web copy again... don't suppose you want to write it for me?
Writing for your readers
Separating yourself from your business and writing about it as though you were a customer is difficult.
You have to place yourself in the shoes of your readers and think about what's important to them.
These are the basis of the benefits of your product or service - the things that add value to your customers. Keeping them at the heart of everything you write will keep you on track.
One final word - to make sure you don't deviate, make sure you use 'you' instead of 'we' on your website, even on your About Us page.
Here are 3 takeaways to remember when writing your content:
1. Always write for your reader not yourself
2. Use a lot of 'you'
3. Write conversationally to boost engagement
About the Author: Sally Ormond, Briar Copywriting, is a professional copywriter with extensive experience in both B2B and B2C markets.
To have a chat about how she can help you send an email to or call +44(0)1449 779605.
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