Business writing: a guide to generating clients with mastery of the written word

Commercial writing is about selling through a written message. With a touch of talent, valuable information and an attractive thread, texts are able to persuade and become purchase generators. Let’s explore this art together!

Valentina Giraldo

Oct 6, 21 | 7 min read
Discover how to write excellent commercial writing for your digital content
Reading time: 6 minutes

Captivate, generate engagement , encourage

a favorable action for our sales funnel… Every time we sit down in front of our laptop or computer to write for marketing and macau email list 150000 contact leads advertising purposes, these and other objectives absorb our attention. To conquer them, we need to use effective commercial writing .

Do you already know what exactly this type of writing is? If we asked you to write a commercial text right now, would you know what the best practices to follow are? If you feel that you do not have enough experience in this subject, do not worry!

We have prepared this post to delve deeper into this copywriting practice , addressing:

What is business writing?
What are the characteristics of good business writing?
Why do you need to master business writing?
How to achieve effective business writing?
What qualities should a good commercial writer have?
Join us to see this and more!

What is business writing?

Its name leaves no room for doubt or speculation: it is writing for commercial purposes , that is, it is the art of writing in the service of sales and business objectives.

It has been present in the business world since ancient times for those of us who grew up with television as the great mass medium and then migrated to digital channels. Its first great boom was in the midst of the democratization of newspapers, magazines and printed journals, during the 19th century.

Every “copy” or message intended to attract users, promote a brand and highlight a product is, of course, a form of commercial writing.

And this practice is experiencing a new boom in these times, taken hand in hand with Content Marketing and Digital Marketing .

Today, commercial writing is less invasive . It first seeks to add value to the brand’s Buyer Persona , sharing relevant information and helping to identify problems and solutions, and then proposing an alternative product or service.

An attractive blog post , with the keyword strategically distributed, developed through storytelling and with one or several CTAs for tactical purposes is, without a doubt, an example of the sophistication of commercial writing.

What are the characteristics of good business writing

There are many types of texts that can be developed under the criteria of commercial writing: the classic blog post, an email and a physical advertisement are some examples.

But beyond the format and delivery channel, what characteristics should it contain to truly be a commercial copywriting? Let’s take a look!

It is never forced!
Business writing is not a thriller or a situational leadership: theory and examples according to hersey and blanchard scientific text full of complex and complicated words.

Its development is based on simplicity, but this does not mean that it lacks depth . That is, we can give a powerful message and show hard data, but always presenting everything in a natural and easy-to-understand way.

Nor are statements, qualifying adjectives and a cascade of praise for the product or service being promoted forced .

Captivates and convinces
Commercial writing is always aimed at captivating and convincing.

Therefore, as you will see later, it not bz lists only has a narrative development, but also a strategic one, which includes, for example, the CTAs .