When it comes to writing content for your business, it’s important to understand exactly who you are writing for and be able to speak their language.

In this episode, technical writer John Espirian shares practical tips on how to get tuned into your audience’s needs and write compelling content to help grow your business.

Here’s what you’ll learn in this episode:

  • John Espirian’s business story - how he became a technical copywriter and blogger
  • The questions you need to ask about your audience before you start writing
  • Some of the most common copywriting mistakes made by businesses - and how to avoid them
  • Why John thinks you are the best person to write content for your business
  • How to research the language your prospective customers use, by using LinkedIn, Facebook groups and industry forums
  • Practical ways of writing in a conversational tone - including using voice memos to create written content
  • Ideas on where to get inspiration for blog headlines
  • What to consider when it comes to keywords and the search engine optimisation (SEO) of your content
  • Why every piece of content you write should encourage an action

Key resources

Order the 2018 media diary or join the media diary owners’ club

The Soulful PR Studio

Your Year in PR - my media planning masterclass

Video of Soulful PR Live

Soulful PR for Starters

A PDF guide to navigating the podcast episodes

John Espirian’s website

John on Twitter

KW Finder

Keyword Tool.io

Answer the Public

Podcast Are you making this mistake with your about page? (episode 144)

Podcast SEO made simple with Martin Huntbach (episode 167)

Podcast Shut up and write with Stella Orange (episode 99)

Podcast How to tackle writer’s block (episode 172)

Podcast Six types of blog post you should be creating regularly (episode 134)

My blog post Why using big words can make you look stupid

Podcast How to quadruple your income through blogging with Kate McQuillan (episode 119)

Podcast How to use competitions in your marketing with Kate McQuillan (episode 191)

Livestream Katya’s website

Podcast How to use livestreaming to make money in your business with Livestream Katya (episode 103)

Podcast How to build raving fans through livestreaming (and why you need to) with Livestream Katya 195

Soulful PR Podcast Community on Facebook: chat about the show with Janet and other listeners

**MY BOOK ** Your Press Release Is Breaking My Heart (A Totally Unconventional Guide To Selling Your Story In The Media)

My FREE Soulful PR Facebook Community: tips & advice for promoting your business

Connect with me on Twitter, Instagram and Facebook

What to do next

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I’d also love it if you could take a few minutes to  leave an honest review and rating for the podcast on iTunes. I read every one personally and may even read yours out on the show.

And don’t forget to subscribe to the podcast on iTunes, to get automatic updates every time a new episode goes live.

 

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