There are several types of writing that you will need to promote your business.
Often it can be difficult to know what type of writing you need, though. It’s easy to think that all writing is the same, but it’s not.
There is writing to communicate and writing to sell.
Writing to Communicate
This type of writing is what you need to communicate information to potential and future customers. It might be blog posts, white papers, advertorials, eBooks, reports, and other informational type content. This type of writing is intended to teach, inform, engage and inspire.
Writing to Sell
This type of writing is usually called copywriting. It is a special type of writing using specialized skills. Writing to sell is all about your sales pages, sales emails, direct mail, websites and brochures. This is a completely different type of writing and is exclusively focused on making sales. It uses tools of the trade like emotional trigger words that help a reader choose to make a purchase.
Writing to communicate is used in content marketing. When you place your content on other websites as with guest blog posts, or articles in online and offline magazines, it’s important to know how to write for information, entertainment and engagement in such a way that isn’t overtly selling – like a sales page, for instance. This isn’t to say that good content marketing doesn’t include some light forms of copywriting.