At the core of any impactful message is a foundation of potent words that have been thoughtfully prepared and refined.

Indeed, when you’re writing to change the hearts and minds of your audience, you invest your creative energy for positive, cooperative results.

Subsequently, as people consume your content and engage with your message, they get the chance to transform their knowledge, thoughts and actions.

To change. To make their life better. 

Equally, writing that effectively informs, influences or inspires your audience, in turn, will generate future benefits for your business.

These benefits may include:

  • better suited leads
  • more appropriate referrals
  • larger, premium contracts
  • higher quality partnerships
  • enhanced opportunities to innovate and grow

But, crafting credible business content that resonates with your reader, even if you’re an experienced specialist in your field, can be hit-and-miss.

Resonance  /ˈrɛzənəns  / noun   (Oxford Dictionary definition)
1. the quality in a sound of being deep, full, and reverberating.
2. the power to evoke enduring images, memories, and emotions.

Effective fact-based writing takes time and concentration to produce.
So, why bother?
The short answer is to cultivate trust.
More specifically, however, it’s for you and your business to become a trustworthy source of quality information and create trusting relationships.

Leadership authority Simon Sinek recognises the important role communication plays in deepening trust in our business relationships.
When you care about what and to whom you’re communicating, the most appropriate words delivered in the most relevant way empower your audience to understand your topic.
Your content helps your customers, partners and stakeholders learn something new, solve their problems and make better decisions. 
Moreover, your audience will appreciate who you are and what you do.
Ideally, they’ll seek your expertise when they need it.
Nevertheless, successfully strengthening your business relationships via quality content and clear communication first requires surfacing trust in your writing.
By embedding trust-building signals in your content and providing reliable information, your audience will feel more comfortable engaging with your business.

Would you like to learn more about writing trustworthy business content? Feel free to download your free guide: Becoming A Trusted Expert: How To Create Credible Content That Informs, Influences and Inspires Your Audience.

Photo by Ross Findon on Unsplash