Here’s my dilemma. A consultant and friend (an expert in SEO) is trying to convince me to start using a bunch of key words regularly and often in my blog – so my name and website will rise to the top of the Google chain. “This is the way to get business online,” she said, matter of factly.
As a reasonably astute entrepreneur and marketer, I’ve known this for quite some time. But if you’re dedicated to, and known for, producing tight, engaging copy – it’s quite the challenge to insert into your lilting prose such charming terms as corporate writer, annual report copywriting, annual report writer, marketing communications writing, corporate newsletter writing, web writer, professional corporate writer, professional speechwriter and, let’s not forget, professional speechwriting.
I do, however, want to increase my profile and reach more prospective clients, so here it goes:
As a respected and professional corporate writer, I have often been perplexed by the lack of good corporate writing. So much of it – whether it’s annual report copywriting, corporate newsletter copywriting, or web writing – lacks depth and compelling storytelling that will resonate with readers.
Besides the talent question, a key problem – which I discuss in the marketing communications writing class I teach at NYU – is that a lot of professional corporate writers don’t do the necessary legwork, like establishing key objectives for their work, or understanding the needs and perspectives of their audience, or tailoring their key messages accordingly. As a result, especially for professional speechwriters who are doing professional speechwriting, the material falls flat.
I’ve learned these lessons from my many years as professional corporate writer, which I have put to use as an annual report copywriter, web writer, corporate newsletter copywriter and professional speechwriter. And let’s not forget my experience in marketing communications writing.
OK, done. Award-winning prose? Nah. But I’ll take comfort in watching my Google profile climb to the top!