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You don’t have to call yourself a writer or have the word “writer” in your job title to frequently engage in written communication. If you sell products or services online, writing to your target audience is a large part of your business.

Text on a website or in email either intrigues potential customers to take action or discourages them. Since you don’t have the luxury of an in-person verbal exchange, you must choose your written words carefully.

Here are 20 writing factors to consider when you create content for your buyers and business associates.


1. Tone

Pinpoint your readers and cater your tone to their sensibilities. A casual email to a friend will be written differently than a landing page on your website.

2. Punctuation

Periods, commas, semicolons, and dashes are symbols that guide your readers. Incorrect usage distracts them from your message.

3. Italics

Text is usually italicized for emphasis and therefore should not be overused.

4. Bold

Bold text should also be used sparingly and highlight a limited point that you want to stand out—the written equivalent of a sound bite.

5. All Caps

The need for all capital letters in business writing is rare and more commonly used for stylistic, design purposes.

6. Salutations

If your opening is weak, the rest of your writing will not be read. Start every written communication with words that captivate.

7. Quotation Marks

Use double quotation marks for direct quotes, and single quotation marks for quotes within double quotation marks.

8. Images

Any images that accompany your writing should be relevant and effortlessly fit with your message.

9. Deadlines

Do what you say you’re going to do when you say you are going to do it. There’s no other way to run a business.

10. Complaints

Aim to satisfy the needs of your buyers. You are there to serve them without taking offense.

11. Memos

When communicating with co-workers, treat them with the same professionalism as you would treat a client. Be cordial, direct, and specific.

12. Negotiations

Know what you need, but also be flexible. People are more receptive to your ideas when you care about meeting their needs, not just your own.

13. Jargon

Simplify jargon whenever possible. You can communicate impressive ideas in phrases that a large audience will understand.

14. Rambling

Are all your details relevant? Your content needs to strike a balance between comprehensive and succinct. If a portion of your text does not directly relate to the point that you need to make, it should be eliminated.

15. Personality

Your own personality is the only one that should come across in your writing—not an imitation or an image that you want to project.

16. Over-sharing

If you express too much of your personality in your writing, you may look unprofessional. Every thought or idea in your mind is rarely necessary.

17. Lists

Don’t expect readers to have the time to read every word you write. Lists help display your main points and show that you value your audience’s time.

18. Headings

Some sections may interest readers more than others. Let your audience clearly know the topics you discuss.

19. Editing

Every piece of writing is different. Once you are finished, you may still need to provide additional information or remove redundant passages. An editor crafts your writing and guides you in the right direction.

20. Strong Closings

Your writing won’t be taken seriously if you fail to communicate your message in a persuasive way. Every sentence needs to build on the last one, so that you convince readers that they need what you offer.

Author Bio:
Stefanie Flaxman is a freelance copy editor and author of a new book about heartbreak.