Passion is a great thing in marketing, and copywriting is an easy and effective way for you to share that with lots of people.

Having passion for your business and what you do is infectious as very often people will feed off of your enthusiasm and want to work with you or try your products/services.

However, one of the biggest problems many people have is condensing years and years of excitement and experience into a few paragraphs. It’s doable though trust me.

Often people can speak about their business, why they’re the best, and the great services/products they have for hours, but then not be able to condense that into 1-200 words. Why? Because they’re so ‘in the detail’ that they want to include everything rather than focussing on the important things. It is a common misconception that if you use fewer words to write something then it will carry less meaning, or you’ll lose the meaning/importance by doing so. Not at all – it can be impactful.

For example, if I wanted to tell people who I am, what I do, and how long I’ve been doing it I COULD say: “My name is Gareth, I run a copywriting business called Cloud Nine Writing, and I’ve been writing in a professional capacity for more than 17 years, first as a journalist and then as a copywriter.”

Or I could say. “My name’s Gareth, the Owner of Cloud Nine Writing and I’ve been writing professionally for 17 years.” 35 words down to 17. Now if you applied the same logic to a passionate introduction about yourself and your business that was 400 words, you could probably say the same things in just 200. You see where I’m going with this.

This kind of writing/editing is most apparent at times when space is of the essence, so think intros and ‘about us’ sections on websites.

However, if you’re reading this and feel like your passion shouldn’t be contained then fear not. Yes, there’s a time to save space and write concisely, but there’s room for writing in a longer form, especially when you’re telling the story of your business.

Blogs are a great way to tell your story and give you the time and space to tell everyone who you are, why you do what you do, and why your company offers people the very best.

They allow you to go into detail about different services/products one by one, they allow you to give your point of view on a subject and, in a lot of cases, they don’t have a word limit. Of course, no one wants to read War and Peace when they’re listening to your business origin story, but you get what I mean.

So, to recap, passion for your business will always be great, it’s how you express that passion that can make a difference. And a copywriter will help (of course I’ll say that) but remember that no one knows your business like you do, so get writing yourself, and see where it takes you. Show your writing to your colleagues/peers/friends/family and get feedback.

And if you still can’t work it out, you know where to find me.