Tag Archives: business stories

Writing and Positioning and Marketing, Oh My!

I am working on a piece for a holistic health and wellness facility and find that this is more difficult than writing about the recent face transplant surgery or telling the story about living legend, nurse Gail Russell.  Sure, this is a story like all the rest but there are some twists and turns here that add to the complexity.

How do you position a group of healthcare professionals who are trained in Western medicine but steeped in Eastern healing practices?  Sounds like the best of both world but one challenge is making the services they offer make sense to the target market they are trying to reach — educated, affluent men and women who are looking for ways to get healthy and skeptical of anything smacking of “new age.”

As with most of my assignments, I am starting with research – demographic and psychographic.  Who are these people?  What healthcare challenges are they facing?  How do they view Complementary Alternative Medicine (CAM)?  What message will resonate with them and move them to use this group of highly-trained professionals?

Early research on Google Ad Words shows there is a real need for these services in the Pennsylvania – Delaware – Maryland area.  Now it is just a case of digging and figuring out what to say to whom about everything from stress and anxiety management to cranial sacral manipulation, to energy healing and self-hypnosis.

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Filed under Business writing, Uncategorized

Telling Business Stories

Why is it that so many people think that business writing has to be serious?

It has to be accurate.  It has to meet business objectives and move people to take action.  But it does NOT have to be serious or boring or flat.  In fact, business writing should be just as enjoyable to read as a good novel!

Take business plans, for example.  Business plans are written to get funding — private or public but it’s still all about dollars.  What if I told you that the business plans I wrote had banks fighting to see which one would be chosen to fund them?  When the head of the Northeast Regional Business Council read the plan for Lizza Fine Art – www.lizzafineart.com, her only questions were, “Where are you and how much money do you need?” 

When you get a look at the summary and excerpt you will see that it gives all the information that lenders need to make good business decisions but in a way that makes reading the plan enjoyable.

biz-plan-excerpt

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Filed under Business writing, Freelance Writing