Business Writing Essentials

THE WRITE STUFF. Whenever I am asked by someone just starting in advertising - “What makes a great headline?” my reply is usually - “More than one thing.” The reason is, that it all depends on the product/service/brand and the audience. Sometimes you need humour. Sometimes you need fear. Sometimes you need to bring a tear to an eye. Sometimes you need to make someone’s heart skip a beat. Sometimes you need brevity. Sometimes you need to tell a longer story. Sometimes rearranging a well-used phrase can do the trick. David Ogilvy once said - “On average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar”. When it comes to billboards you have but seconds to get your message across and do the job the message needs to do. When I started in advertising, I was pushed to study billboards and posters, often from the UK. The copywriting craft that went into putting together a handful of words that delivered a message so succinctly and creatively was highly regarded there. One of the most noted and respected masters of that craft was David Abbott, the skill with which he could wield his trusty Artline 200 0.4 pen* was revered and respected. He had five rules for copywriting. 1. Put yourself into your work. Use your life to animate the copy. If something moves you, chances are, it will touch someone else, too. 2. Think visually. Ask someone to describe a spiral staircase and they’ll use their hands as well as words. Sometimes the best copy is no copy. 3. If you believe that facts persuade (as I do), you’d better learn how to write a list so that it doesn’t read like a list. 4. Confession is good for the soul and for copy, too. Bill Bernbach used to say “a small admission gains a large acceptance”. I still think he was right. 5. Don’t be boring. His last point may be one of the most important, nobody wants to be bored, especially if their day has been interrupted by an ad. So, try your best not to bore people. And yes, I know many will say "But what about ChatGPT?" It's my honest belief that people who can still write, still have some life left in them and there is still a need for people who can craft words. Yes, ChatGPT can do a lot of the time-consuming work on some projects I am sure. But people who can craft copy are still needed for now. So, until the cyborgs take over 100%, keep writing. 🤘 🤘 🤘 🤘 🤘 🤘 🤘 🤘 🤘 🤘 🤘 As part of my reintroduced Creative Coaching Services, I am also going to be launching a new ad school course for those who want to get a start in the world of advertising, stay tuned for more on that soon. *I have used an Artline 200 0.4 from day one of my ad career, and well before that. David Abbott only used blue, he never said why. I only use black, because I only wear black clothes, so it matches, yes, I am a creative cliche.

Copywriters: Before you write a single word of copy, make sure you're crystal clear on these 5 crucial questions: This will help ensure your message is clear, compelling, and effective. 1. What is the offer? Clearly define what you are promoting. Is it a product, service, event, or something else? Understand every detail of the offer to communicate its value accurately. 2. Who is the target audience? Identify who you are speaking to. What are their demographics, interests, pain points, and desires? Tailoring your message to resonate with your specific audience is key to capturing their attention. 3. Why should they care? Highlight the benefits and value propositions. Why is this offer relevant to them? How will it solve their problems or enhance their lives? Establishing a strong connection between the offer and the audience's needs is critical. 4. How can they get it? Provide clear and concise instructions on the steps they need to take to get the offer. Whether it's making a purchase, signing up, or any other action, ensure the process is straightforward and easy to follow. 5. How does it work? Explain the mechanics of the offer. How will the product or service be delivered? What can the audience expect after they engage with the offer? Transparency builds trust and reduces any potential friction in the decision-making process. --- Your ability to address these questions throughout your copy will make a HUGE difference in its reception and performance.

I’ve helped 600+ founders from solopreneurs to CEOs of billion dollar companies build their brands on LinkedIn. I’ll tell you what I tell them: Building a successful brand is not about “hacking an algorithm.” Especially if you don’t yet get the fundamentals. Algorithms get tweaked all the time. So at first, you’re best off focusing on the parts that stay the same… How people think, what they trust, and whether your profile tells them your value in five seconds. Here’s how you can do it: 1/ Find your niche Pick one problem you can solve and exactly who you solve it for. 2/ Profile photo Use a clear, close-up headshot that looks credible on mobile. 3/ Banner Communicate your value simply and one clear action. 4/ Headline Winning formula = How you help + ideal customer + dream outcome + social proof. 5/ Finding content ideas Study posts that outperform and adapt the pattern to your niche. 6/ LinkedIn content funnel Use a mix of TOFU, MOFU and BOFU posts…most people only use one type. 7/ Writing for LinkedIn Use short paragraphs, simple language and one clear CTA. Avoid asking boring questions at the end. 8/ Designing for LinkedIn Stick to readable fonts, and brand colours but experiment with style every few months (like whiteboards right now) 9/ Repurposing content Reuse what already worked instead of starting from scratch. Change the format, update the info or try a new angle for the same topic. 10/ Featured section Have a lead magnet that solves a narrow, painful problem in exchange for email. Consider adding a testimonial. 11/ About section Explain how you help, make it scannable, add a link for the next step - calendar or website. 12/ Posting strategy Post consistently at the same time each day…Sunday’s are a great day to post. 13/ Engaging on LinkedIn Engage before posting. Respond after. Send 10 personalized DMs every day to your dream customers. That’s how you drive sales This is how I went from 3k to 430k followers in under 2 years. Yes, LinkedIn is always changing. Yes, there's more competition than ever. But the fundamentals haven't changed. Treat your profile like a landing page. Post content that actually solves a problem. Engage like a human, not a bot. 📌 Want to high res pdf of this? Get it here: https://lnkd.in/gKzZUq-b ♻️ Repost to help your people win on LinkedIn ➕ Follow me (Will McTighe) for more like this

How to write good copy for the internet (a guide). Bad copy kills businesses, good copy makes them. I think we’re entering an era where the best products don’t necessarily win, the best copy does. Most people write copy like they are writing instruction manuals. They got lost in explaining how the sausage is made and no one cares. And even worse they use that same robotic copy in the content they create. 1. Paint a picture Make your reader see, feel, and believe in the world you're describing as if they're living it. It's like telling a story that they become a part of. 2. Conversational tone Write like you're chatting with a friend. It should feel easy and friendly, making your reader feel right at home. 3. Use line breaks generously Space out your sentences like breathing spaces in a conversation. People don't have time to read dense paragraphs when you are competing with TikTok. 4. Hone in on a single focal point Keep your message tight around one big idea. It's like using a spotlight in a dark room to show off the most important thing. 5. Shows credibility with examples Use real stories or examples to prove your point. It's like showing a picture to prove you've been somewhere cool. 6. Anticipates concerns and works through objections Think ahead about what might bother your reader and talk it out. It's like answering their questions before they've even asked them. 7. Entertaining Keep things fun or interesting so your reader enjoys reading. It’s like adding a dash of spice to make a meal tastier. 8. Know who you’re trying to reach Write for someone specific, like you know exactly who they are, what they like, and what they need. It’s like picking out a gift for a friend. 9. Show how the product works Explain how things work in simple terms. It’s like explaining a game so everyone can play. 10. Has clear calls-to-action Be clear about what you want your reader to do next. It’s like giving clear directions so someone doesn’t get lost. 11. Don’t be a robot Put some personality in your writing. It’s like wearing your favorite outfit instead of a uniform. 12. Be different than your competition Stand out by being yourself. It’s like choosing to dance to your own music when everyone else is dancing the same. 13. Use positive words Use words that make people feel good and hopeful. It’s like smiling through your words. 14. Avoid exclamation points Use them sparingly. It’s like not shouting in a conversation. 15. Clear and concise Keep it short and sweet. It’s like telling a story without adding unnecessary details. 16. Safe copy is risky copy Dare to be different. It’s like taking a new path through the woods instead of the worn trail. 17. Be interesting, be brave Write something that grabs attention. It’s like telling a story that no one wants to end. 18. Every word matters Choose your words carefully. It’s like picking out just the right ingredients for a recipe. I hope this guide has been helpful.

Everyone needs to learn copywriting. (Period.) When I started building my influencer marketing agency from scratch, I had the misconception that “more is more”—but it took me a few years to realize that less is more. Whether you're writing a message, giving a brief, explaining your strategies, or drafting a copy, knowing how to say less but make it more impactful is everything. Let’s face it—nobody has the time to read long paragraphs. This is exactly where the power of copywriting comes in. Here's the thing: copywriting doesn’t need a formula. It needs the power to trigger emotion, spark action, and get results. You need the ability to secure a ‘yes’ from your clients and customers without drowning them in words. That’s where the PASTOR formula comes into play. It’s a method that has helped me elevate my copywriting game—and it’s simple, effective, and powerful: P - Problem: Start by identifying the pain point. What’s the problem your audience/client is facing? A - Amplify: Expand on the pain. Make it real. Show why it matters. S - Story: Share a relatable story or testimonial. Show them how others overcame the problem. T - Transformation: Show the benefits of solving this problem. Paint a picture of their future once the issue is resolved. O - Offer: Present your product or service as the solution to their problem. R - Response: End with a clear, compelling call to action—make it easy for them to take the next step. By using PASTOR, you craft a narrative that speaks to your audience/client's pain, offers a solution, and compels action.  I’ve seen this firsthand—my clients don’t want lengthy messages, they prefer concise, impactful points. This not only makes campaigns more cohesive but also saves valuable time, allowing us to get straight to the heart of what matters. So, next time you're writing a copy or a client pitch, remember: it’s not about how much you say. It’s about how much you say with purpose. #boldopinions #thoughtleadership #contentwriting #marketing

I spent 100+ hours studying LinkedIn posts so you don’t have to. Here are 11 ingredients that will turn your posts into engagement magnets: 1. 𝐂𝐫𝐚𝐟𝐭 𝐚 𝐏𝐮𝐧𝐜𝐡𝐲 𝐌𝐞𝐬𝐬𝐚𝐠𝐞 The number one thing you need from your message is clarity. Secondarily, you need authenticity. Combine both for a powerful connection. 2. 𝐀𝐝𝐝 𝐄𝐦𝐨𝐣𝐢𝐬 𝐒𝐩𝐚𝐫𝐢𝐧𝐠𝐥𝐲 On the other hand, you want to avoid using too many emojis where your message gets lost. The classic example is overusing smiley faces or the rocket emoji. (😁🚀) Use them only to highlight any key points. 3. 𝐖𝐫𝐢𝐭𝐞 𝐚 𝐊𝐢𝐥𝐥𝐞𝐫 𝐇𝐞𝐚𝐝𝐥𝐢𝐧𝐞 LinkedIn is fast-paced, so a strong headline is very important. Start by making it intriguing, and then make it relevant until you capture attention. Don’t be vague, but also don’t make it too lengthy. 4. 𝐎𝐩𝐞𝐧 𝐰𝐢𝐭𝐡 𝐚 𝐒𝐭𝐨𝐫𝐲 Stories resonate, so begin your post with one. This creates relatability, and readers will linger to see what happens next. 5. 𝐁𝐫𝐞𝐚𝐤 𝐓𝐞𝐱𝐭 𝐢𝐧𝐭𝐨 𝐒𝐡𝐨𝐫𝐭 𝐋𝐢𝐧𝐞𝐬 Long text can be daunting. Use shorter lines to make your post easy on the eyes and enjoyable to read. Stick to less than 10 words and use paragraphing. See this post for reference. Not like this much longer sentence talking about a super complicated topic that you won't even finish reading because you got bored and turned off 6. 𝐌𝐞𝐧𝐭𝐢𝐨𝐧 𝐈𝐧𝐟𝐥𝐮𝐞𝐧𝐭𝐢𝐚𝐥 𝐂𝐨𝐧𝐧𝐞𝐜𝐭𝐢𝐨𝐧𝐬 Bring new eyes to your post by mentioning notable connections. This amplifies reach and can spark a lively conversation. 7. 𝐆𝐢𝐯𝐞 𝐂𝐥𝐞𝐚𝐫 𝐈𝐧𝐬𝐭𝐫𝐮𝐜𝐭𝐢𝐨𝐧𝐬 Want engagement? Tell readers what to do! Ask them to like, comment, or share to boost interaction. 8. 𝐄𝐧𝐝 𝐰𝐢𝐭𝐡 𝐚 𝐐𝐮𝐞𝐬𝐭𝐢𝐨𝐧 Questions encourage dialogue, which LinkedIn loves. They also invite readers to share their viewpoints. 9. 𝐒𝐡𝐚𝐫𝐞 𝐘𝐨𝐮𝐫 𝐄𝐱𝐩𝐞𝐫𝐭𝐢𝐬𝐞 Don’t hold back! Share a tip or tool you’ve created. I share AI tools I use often. They have helped me save 100s of hours. This builds authority and trust in your network. 10. 𝐂𝐮𝐭 𝐨𝐮𝐭 𝐓𝐡𝐞 𝐇𝐚𝐬𝐡𝐭𝐚𝐠𝐬 Hashtags aren't pushed out as much as they were before. If you really need to, keep it to a max of 3. 11. 𝐀𝐯𝐨𝐢𝐝 𝐄𝐱𝐭𝐞𝐫𝐧𝐚𝐥 𝐋𝐢𝐧𝐤𝐬 𝐢𝐧 𝐭𝐡𝐞 𝐏𝐨𝐬𝐭 Keep readers on LinkedIn by not linking out. Mention external links in the comments instead to maintain post visibility. I've you've read this far: Let me know: What’s your favorite way to engage on LinkedIn? (Likes/comments/repost?)

Want to Make Your LinkedIn Posts Go Viral? Here’s the 𝗽𝘀𝘆𝗰𝗵𝗼𝗹𝗼𝗴𝘆 𝗯𝗲𝗵𝗶𝗻𝗱 𝗰𝗿𝗲𝗮𝘁𝗶𝗻𝗴 𝘀𝗰𝗿𝗼𝗹𝗹-𝘀𝘁𝗼𝗽𝗽𝗶𝗻𝗴 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 that actually works. My first linkedin post got 5 likes. Today, I consistently create posts with 1,000+ reactions and lakhs of impressions for my clients.  (And no, it’s not from posting motivational quotes or funny videos.) What changed? 𝗨𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱𝗶𝗻𝗴 𝗿𝗲𝗮𝗱𝗲𝗿 𝗽𝘀𝘆𝗰𝗵𝗼𝗹𝗼𝗴𝘆. I know it sounds fancy, but it’s simpler than you think.  Once I cracked how people engage with content, everything shifted. ▶ 𝗛𝗲𝗿𝗲 𝗮𝗿𝗲 𝟱 𝗣𝘀𝘆𝗰𝗵𝗼𝗹𝗼𝗴𝘆 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝘁𝗼 𝗠𝗮𝗸𝗲 𝗬𝗼𝘂𝗿 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗣𝗼𝘀𝘁𝘀 𝗚𝗼 𝗩𝗶𝗿𝗮𝗹: 1️⃣ 𝗖𝘂𝗿𝗶𝗼𝘀𝗶𝘁𝘆 is Your Hook The first line is your scroll-stopper. Ask a question, hint at a story, or drop an unexpected insight.  Just leave enough mystery for readers to want more. 𝐸𝑥𝑎𝑚𝑝𝑙𝑒: "I made the biggest mistake of my career last year— Here are 4 lessons I learned as a [Professional/Position]." 2️⃣ 𝗦𝘁𝗼𝗿𝗶𝗲𝘀 𝗕𝗲𝗮𝘁 Lectures Humans crave stories. Share your journey, struggles, and breakthroughs—because 𝗮𝘂𝘁𝗵𝗲𝗻𝘁𝗶𝗰𝗶𝘁𝘆 > 𝗽𝗲𝗿𝗳𝗲𝗰𝘁𝗶𝗼𝗻. 𝐸𝑥𝑎𝑚𝑝𝑙𝑒: Instead of "5 Career Growth Tips,"  Try: "How I Landed My Dream Job in 90 Days (After 20 Rejections)." 3️⃣ Emotions Trigger Engagement Make your readers feel something—joy, empathy, surprise, or even a bit of discomfort.  𝗩𝗶𝗿𝗮𝗹 𝗽𝗼𝘀𝘁𝘀 𝗰𝗼𝗻𝗻𝗲𝗰𝘁 𝗼𝗻 𝗮𝗻 𝗲𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝗹𝗲𝘃𝗲𝗹. 𝐸𝑥𝑎𝑚𝑝𝑙𝑒: "I failed miserably at my first leadership role. Here’s what I learned about earning trust." 4️⃣ Keep It 𝗦𝗵𝗼𝗿𝘁 & 𝗦𝗸𝗶𝗺𝗺𝗮𝗯𝗹𝗲 LinkedIn isn’t a blog. Write like you’re chatting over coffee—𝗰𝗹𝗲𝗮𝗿, 𝗰𝗼𝗻𝗰𝗶𝘀𝗲, 𝗮𝗻𝗱 𝗲𝗮𝘀𝘆 𝘁𝗼 𝘀𝗸𝗶𝗺. 𝑃𝑟𝑜 𝑇𝑖𝑝: - Break up text with whitespace. - Keep sentences to 5-7 words max. 5️⃣ Call to Action = 𝗖𝗼𝗻𝘃𝗲𝗿𝘀𝗮𝘁𝗶𝗼𝗻𝘀 End with a question or 𝗶𝗻𝘃𝗶𝘁𝗲 𝗼𝗽𝗶𝗻𝗶𝗼𝗻𝘀.  Comments are the currency of LinkedIn’s algorithm. 𝐸𝑥𝑎𝑚𝑝𝑙𝑒:  "What’s your go-to strategy for writing engaging posts? I’d love to learn from you!" 𝗛𝗲𝗿𝗲’𝘀 𝘁𝗵𝗲 𝗿𝗲𝗮𝗹 𝘀𝗲𝗰𝗿𝗲𝘁:  Viral posts aren’t about chasing likes.  They’re about solving problems, sharing value, and building trust with your audience. ------------- Helpful?  Hit like or share if this resonated. ----------- Which tip do you plan to try first?  Drop your thoughts below—I’d love to hear! 👇 #LinkedInGrowth #ContentMarketing #ThoughtLeadership P.S. Want to build your personal brand in just 60 minutes a week?  Let’s talk.  Click here to book a call. 🚀

A VP of Talent Acquisition recently walked into one of our executive sessions with a mandate we are all seeing: do recruiting for less. She had a solid plan to automate, but she was missing the one thing that actually matters to the C-suite: a bulletproof business case. The uncomfortable truth is that TA leaders are now expected to pitch like CFOs, yet most are still walking into boardrooms relying on soft metrics like "hours saved" or "candidate satisfaction." Finance doesn't care about soft savings because they don't move a line in the accounts. If you are generating your own math and falling in love with a software solution instead of the actual business problem, your proposal is going to get shredded. To win the investment you need, you have to change how you build the argument. In this week’s newsletter, I break down the exact frameworks top talent executives use to get their cases approved, including the 1-3-1 model and the golden rule of letting Finance write your homework. You need to stop guessing the cost of attrition, lead with hard numbers that reduce headcount or ad spend, and align your recruiting strategy directly with commercial business risk. It is time to stop acting like a function head asking for budget and start positioning yourself as an executive the C-suite listens to. 👇 Read the full breakdown and learn how to build a defensible TA business case by following the link below.

No one is waking up at 7am, sipping coffee, thinking, “Wow, I really hope someone explains holistic wealth architecture today.” People want clarity. They want content that feels like a conversation, not a lecture. They want to understand what you’re saying the first time they read it. Write like you're talking to a real person. Not trying to win a Pulitzer. - Use short sentences. - Cut the jargon. - Sound like someone they’d trust with their money, not someone who spends weekends writing whitepapers for fun. Confused clients don’t ask for clarification. They move on. Here’s how to make your content clearer: 1. Ask yourself: Would my mom understand this? If the answer is “probably not,” simplify it until she would. No shade to your mom, she’s just a great clarity filter. 2. Use the “friend test.” Read it out loud. If it sounds weird or overly stiff, imagine explaining it to a friend at lunch. Rewrite it like that. 3. Replace jargon with real words. Say “retirement income you won’t outlive” instead of “longevity risk mitigation strategy.” Your clients are not Googling your vocabulary. 4. Stick to one idea per sentence. If your sentence is doing cartwheels and dragging a comma parade behind it, break it up. 5. Format like you actually want them to read it. Use line breaks. Add white space. Make it skimmable. No one wants to read a block of text the size of a mortgage document. Writing clearly isn’t dumbing it down. It’s respecting your audience enough to make content easy to understand. What’s the worst jargon-filled phrase you’ve seen in the wild? Let’s roast it.

Writing is at the heart of digital marketing, yet so many marketers overlook why certain content works. Effective writing isn’t about clever phrasing—it’s about shaping behavior, inspiring action, and guiding people through a logical journey. Audience-first approach: Don’t write for search engines—write for the human being. Understand their pain points, goals, and motivations. Structure matters: Organize content so it’s easy to scan, with headings, bullets, and clear takeaways. Storytelling: Facts inform, stories resonate. Show a scenario your audience can relate to—this is what makes content memorable. Clarity over cleverness: Being witty is great, but clarity wins every time. Make sure the reader can understand your message immediately. Iterate and test: Headlines, calls to action, and messaging should be tested. Small tweaks can have a huge impact on engagement and conversion. Writing skills aren’t limited to blog posts—they apply to social media, emails, ads, and even presentations. Strong writing is a strategic advantage. When you focus on the audience’s needs and use language that connects, you can turn ordinary content into a conversion machine. Always test your messaging, iterate, and refine—your best insights come from observing real responses.