Creative Business Writing

Creative Business Writing

Your writing skills are a mirror:

 Organize your writing the way journalists do.

 Stand out by writing something special to
your business writing.
 Write to readers; not at them.
 Creative Business Writing
Telling Stories at Work:
 Keep your stories simple, clear & brief.

 Make it concrete.

 Be fresh – yet credible.

 Use storyteller’s tools.

 Write to the person with the lowest level of

knowledge.
 Play to your audience.
 Creative Business Writing
Telling Stories at Work:
 Tie your story to a bigger message.

 Observe

 Start a story inventory.

 Categorize your stories

 Test your stories

 Develop resolution
 White Page Syndrome

When a writer has trouble writing

NEW TEXT
 White Page Syndrome

Tips to overcome White Page Syndrome:

 Trust yourself

 Appreciate Silence

 Always carry a note pad

 Use paper: White paper is freedom

 Listen to people’s pain

 Don’t force it.

 Tag Lines

 Tag lines are words that accompany your

business name.
 An important marketing piece that clarifies
the services and values your company
delivers.
 Tag Lines
Different Styles of Tag lines:
Tag lines that describe a service or product
promise:

Life’s Brighter Under the Sun. Sun Life

Financial
You’re In Good Hands with Allstate.
Allstate Insurance
 Tag Lines
Tag lines that start with a verb and convey
action:

Just Do It. Nike

Think different. Apple Computer
Don’t leave home without it. American
Express
 Tag Lines
Tag lines that convey prestige or credibility,
or leadership of a category:

The ultimate driving machine. BMW

The relentless pursuit of perfection.
Lexus
The world’s online marketplace. eBay
 Tag Lines

Tag lines that are thought provoking or

humorous:

Got milk? California Milk Processor Board

Where do you want to go today?
Microsoft
 Tag Lines
Steps to Writing a Tag Line:

Step 1: Your Business

Step 2: Your Product Benefits
Step 3: Your Strengths (USP)
Step 4: Brainstorm Tag lines (make potential
tag lines)
 Tag Lines
Step 5: The Final Test – Questions to ask
about your tag lines:

 Is it visually appealing?
 Is it easy to say and remember?
 Are you speaking in a language and tone
that your customers can understand?
 Does your tag line promise something that
you can deliver?
 Tag Lines
 Does your tag line use different words from
your company name? (Eg: Insurance,
Furniture should not be repeated in the tag
line if already part of the product / service
name).
 Do people like your tag line?

Step 6: Use your tag line (on websites,

business cards, letterheads, etc.)
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