The Father of the Bride: Getting ready.
A renovated Master Bedroom has been designed in a different style. The home owner feels like this is a room in a different house but he's impressed with the elegance and comfort each time he walks in. He was, at first, reluctant to change how the room feels. His wife was all for it and now he appreciates her vision.
The master bedroom is where they get ready to go out and, more significantly, where they get ready for important events in their family life. Today he has spread his best clothes all over the double bed as he makes his choices for his Daughter and Son-In-Law's wedding. He will walk alongside her, down the aisle as Father of the Bride.
He tells himself these things: You must be her rock today because of your unconditional love and her transition through the marriage vows. Be gracious, smile when she looks your way. Meet her eyes and hold steady. Don't blink. When your green eyes meet her green eyes at the end of the aisle it's a moment, timeless, and it means everything.
Now in his suit, he looks across at the mirror, then around the room. He feels more ready than he expected. He has some time now and sits on the edge of the new bed and realises he's ready for the new décor too.
So many big family events that he thought would fade in memory as the old colours, fragrances and textures were replaced by everything new. Furniture, bedding, carpet and lighting replaced the mundane and the worn out. The big anniversaries, birthdays and Christmases past are crystal clear in his mind.
Their new décor is a beautiful milestone for their life at home without the kids. He and his wife have given themselves permission to redecorate and move forward, creating new memories. By getting ready today, he's making a transition in his life. His Daughter's is on a grand scale but as he walks out of the door and looks back, his change feels pretty fabulous.
Add one more layer - A connection that people react to.
I write specialised articles for home décor resellers and wholesalers to increase their sales. The articles are designed to make potential customers curious about your business and the existing clientele more loyal.
For 100 years, product writing has been a description, features, benefits, price point and an offer. I'm not replacing that, but if the main features and benefits are similar from all three quoting suppliers, the customer can be left confused and no closer to a decision. Adding home décor articles to all of your marketing platforms is designed to impact sales, marketing and branding.
Home décor is the setting in which family life takes place. Relationships, memories and emotions have been fertile ground for me to write about, unearthing excellent reasons for people to make their home more comfortable or more beautiful for their family.
To review in more detail, please email or call +61 41 386 2260.
Writing articles for Home Decor resellers and wholesalers.
Business writing has changed very little in 100 years. It's fertile ground for finding and gaining an advantage. Today, we have to compete to stand out in the crowd. I find the competitive edge.
In one of my articles I refer to Home Decor as a setting in which home life is played out. In this series, emotions and relationships drive family decisions to make their home more comfortable or more beautiful.
When it seems that everyone in marketing is rewriting their own version of the same thing, it motivates me to find a different and refreshing angle.
I will always try to capture the imagination of the people who take the time to read my words.
Peter's uniqueness stems from innovation and creativity.
With a background in technology since 1988, Peter project managed the transition to Microsoft Windows and PC networks for many businesses. His EarthCom CRM database consultancy customised and supported businesses nationally.
Peter developed a cybersecurity concept to prevent online bank accounts being hacked. The project, named BankVault, is now marketed internationally.
From Peter's experience in technical writing, copywriting and screenwriting, he developed new and innovative writing styles to be used by business. He looks at the journeys and relationships of people, to create unique concepts for articles that sit alongside your conventional copywriting to increase sales and build a loyal base of followers.
This article from a series of eight, highlights that business writing has not changed much since 1907. They were more polite than we are now.
Is Your Mindset more Evolved than the 1907 Version of You?
There are two business writing styles giving you an advantage over competitors and a stronger, longer lasting connection to your target market.
Business writing lags behind.
The 1907 advertisement and today's business directories follow a similar writing style, over 100 years later. Product description, features, benefits and an offer.
In the past century, technology has been reinvented repeatedly, graphics, videos and images have made stunning advancements, but improvements in business writing have been outpaced by the snail.
Social media advances.
Compare that to writing in social media, where the average person posts on a wide range of topics while keeping in context within a thread, whether the conversation is friendly, humorous, empathetic or supporting someone who is frustrated. When it comes to writing on social media, improvements have been spectacular - but not in the promotion of business.
Business seeks advantage.
Business owners seek an advantage over competitors to stand out in their market. Most advertisements use price, features and benefits. While that was enough in 1907, everything has moved on to become competitive and more sophisticated. People no longer have the mindset their 1907 self would have had at the same age. Business writing must keep up.
The great untapped advantage exists in business writing where valuable information can be publicised in line with the mindset that people have today:
People want to know about you, the entrepreneur and your journey.
They are interested in the back story of your business.
They want information about your products and services separately to the sales pitch, so they can research and discover without being immediately pushed towards buying.
B2B and B2C.
For businesses supplying end user customers, I've developed a writing style about the journey of the business, the future customer and how their journeys
People who buy are also people aware of their own journey - locally (family, friends, career), globally (economic conditions, finance, conservation, social issues), and within their mind (beliefs and values). Connect with people at their level, in your target market and you have an advantage.
For wholesale distributors and manufacturers I've developed business articles about your ideal end user customers who let us in, as they live with their problems. We see how your product changes their lives and we feel empathy, perhaps a problem we experience ourselves.
When people are present to observe the struggle of another, they can connect, especially if both are going through something similar, triggering emotions. When your product or service provides relief, the observer cares more about watching the relief in the other person more than anything else. As a wholesaler, you have an advantage when your reseller sees why their customers will perceive value.
For those who understand.
These writing styles are for business people who understand that sales and relationships are inseparable in today's internet connected market.
Through business writing we can help you rise above an ocean of mediocrity to influence decisions and commit to customer relationships.