Monday, March 12, 2018

Writing for Your Particular Profession

Imagine for a moment that you're sitting in a typical examination room, waiting to meet your new doctor for the first time. When the door opens and the doctor steps in to say hello, how will you feel if he's wearing bib overalls and a Larry the Cable Guy cap? Or a butcher's apron? Or black mourning attire? Most of us would rather see a a polished-looking individual in a white lab coat -- because that's what we expect from a legitimate healthcare professional. Well, if you're promoting your services in a professional field, how you craft your marketing content, from tone to terminology, makes all the difference in how your clients perceive you. But some professional pose special hurdles of their own, and you may find yourself struggling to strike the right balance. Let's look at how you can optimize your marketing writing for your particular profession.

Emotional Tone

Setting the right emotional tone is a critical first step for anyone in the "trust business." If you want people to entrust you with their general health, teeth, personal finances, legal issues, business security or whatever, you have to write content that projects a mix of reassurance, encouragement, and empathy. For instance, have you ever scared yourself to death looking up Internet articles on this or that health symptom? You probably uncovered a blizzard of articles that took a severe, alarmist, worst-case scenario attitude to the subject. Just as a doctor understands the value of a proper bedside manner, you must emphasize that you understand the client's problem, you sympathize with his situation, and you can apply your skill and expertise to help ease that discomfort.

Intellectual Level

Consider the intellectual "mood music" you're including in your content. Of course you want to assure the world that you're intelligent, well-educated, and knowledgable in your field. But as I pointed out in a previous post, overly-technical terminology can put up obstacles instead of getting readers on your side. I've written for attorneys who wanted me to refer readers to specific court decisions -- citation numbers and all. Unless their clients are aspiring lawyers, that strategy is more likely to drive ordinary people away than to draw them in. On the other end of the scale, if you make an obvious attempt to "dumb down" your content, you're potentially insulting your readers. Keep it simple, keep it clear, and let the knowledge shine through.

Professional Protocols

Last but not least, think about whether your content reflects honorably on your chosen profession. For example, are you making inappropriate promises? There's a huge range of commitment between "we will," "we can," and "we may" in a piece of marketing content. Depending on the rules of your profession, you may be highly limited in what you're allowed to offer or how you're allowed to offer it. On the other hand, if your content has no backbone at all, your reader may wonder why you even bothered stating anything. Make sure you know the rules of the game, whatever those may be for your field, and stay inside the lines. But commit to the bottom line: doing everything in  your power to help those who need your professional expertise.

Choose the right "suit of clothes" for your professional marketing content, and you'll make it a lot easier for people to trust you, understand you, and take you seriously. If you need a professional writer's expertise to help you make that happen, you know who to contact!