When most people think of creative writing, they think of freestyle essays, poetry, and fiction. Although all of these are certainly good examples of creative prose, they aren’t the only ways that you can use words to tell stories and trigger your reader’s imagination. You can also get creative with your business writing in a way that makes your content fun and interesting to read.
Every single day, consumers are bombarded with a massive amount of content. From blogs to newsletters, text messages, social media posts, and ad campaigns, every bit of content that is put out there has a few seconds to capture attention. Content that is dull and stale has little chance of being noticed, let alone read. When your content is overlooked, your chance of conversion pretty much vanishes. When your content is interesting, on the other hand, your odds of conversion look a lot better. This is where creative writing comes in to help.
Using Creative Writing in Your Business
Simply put, creative writing helps to set your brand apart while also making your content easier to read. You don’t have to lose your tone or brand voice to be more creative. You don’t even have to lose any professionalism, either. How do you go about injecting more creativity into your website, blog, emails, and communication?
Some of the ways that you can incorporate a bit more creativity into your business content include:
Everyone loves a good story. You can share a story about how your business started, how you came up with your idea, how you knew it was the right path, how you met your partner or even how you got into the industry. Stories help to encourage empathy, making it easier for your audience to connect with you on a more personal level. They help people relate to you not just as a faceless business but as a real human being.
You can also get creative in your product descriptions. What would entice you to buy something more – a dry, boring description that simply stated what the product did or an interesting description that made you smile/laugh/long to own the product immediately? Use descriptive words, think about how and why people typically buy the product, inject some humour or visualisation into your copy, and have some fun with your descriptions.
Creative copy also has the power to trigger emotional responses. Whether your business is B2B or consumer focused, emotional responses are always a powerful tool for conversion. Painting a picture with words helps to build trust and likability. You can also use words to trigger a reaction such as scarcity. Think about the emotion you are trying to envoke and then consider the words you can use that will help encourage this emotion. Neil Patel has some great pointers on how to incorporate psychology and emotions into your writing.
These are just a few ways to spice things with your writing. Now it’s your turn… how do you add creative writing to your business content?