How Do Writers Learn About Their Client’s Business?
October 9, 2024
Dear Mr. Higgonbottom,
How long does it take to understand a client’s business you write for? What are some tips for learning about a business you aren’t very familiar with?
Dear Writer,
That’s a great question!
The ability to quickly learn a client’s business is a critical skill for writers. Time allotments and deadlines often don’t allow as much time as you’d like for this, but you can’t do a professional job without this knowledge. A few hours of focused research, at a minimum, can usually give you enough of a foundation to write confidently and authoritatively. Here are some tips.
Do a thorough review of your client’s website. Learn everything you can about their business offerings, their competitive positioning, and their target customers. This will give you essential insight into their business, their customer, and their industry.
Look at competitors’ websites. Who are your client’s key competitors? Reviewing competitive websites will not only familiarize you with your client’s competition but make you smarter about their industry overall.
Conduct industry research. Do a general online search for articles about the industry, for example, “US oil and gas industry 2024”. You can also look up explanations of specific systems, processes, or practices you may need to better understand for your project.
Review major news outlets and business publications for relevant articles that have appeared in the last few years. These include platforms like The New York Times, The Washington Post, and The Wall Street Journal, as well as industry-specific or trade publications in areas like technology or finance, for example.
Research industry association websites and publications. These are an important source of information about your client’s industry. They can not only give you a better understanding of the industry, but help you identify current trends and issues.
Identify key industry trends. Again, a Google search will familiarize you with recent developments, challenges, and innovations in the industry. Do a specific search for current industry trends, for example, “Book publishing industry trends 2024.”
Read interviews with industry experts. Reading interviews with industry leaders and other key players can provide expert insight and perspective.
Do a quick LinkedIn search by typing your client’s industry into the search bar. Look for industry leaders and other key professionals who are posting relevant content about current issues.
Time invested in learning a client’s business is crucial to write for them effectively. Following these guidelines will prepare you to write like the expert your client has hired you to be.
Warmly,
