The 4 Crucial Types of Writing You Need — How to Establish and Grow Your Startup from Day 1 with Content

​Automation is the name of the game for most startups. The quicker you can automate in as many areas of your business as possible — the better. But there are still essential parts of establishing your business that can’t be automized, like writing… at least at first.

By Michael Luchies

Image: Medium

To establish and grow your startup, you will need to write copy or work closely with someone who can translate your vision to words. While working with hundreds of small businesses, startups, and entrepreneurs, I came across four crucial types of writing that all startups need from the start: business name, tagline, mission statement, and about page & description. While these are just a start and you will likely add blogging, additional website content, emails, newsletters, and more in the future, these four pieces of content will establish a base that you can work off of as you build your business.


Before creating these types of content, you need to have a firm understanding of what your business offers to your target market, who your target market is, and how you want to position your products or services within your industry.


Let’s explore each of the types of writing you need at the very start of your new venture and why you need them.


Business Name

The name of your business is the most important piece of copy you will ever write. While it’s short, it’s not easy to write. I have worked with businesses who have spent weeks and thousands of dollars finalizing the perfect name.


Your name may be the first thing a potential customer interacts with. Their connection with the name, whether seen, heard, or read, will determine if your business can convert this prospective customer into an active customer to a degree. Although you may have future opportunities to establish a relationship with your target market and no sale is made on a name alone, your name creates the first impression, and creating a name that resonates with this target market is your best chance at making that first impression memorable.


If you need help creating your business name, you can take my course on Skillshare (free for members), hire me to work with you, or simply subscribe to the Write Your Business publication here on Medium, and we’ll teach you how to name it yourself.


Tagline

If your business name dictates your company’s first impression, your tagline either solidifies it or adds confusion. Taglines play an extremely important role in a business, and especially businesses where the brand name doesn’t explain the value it provides to customers. For example, the tagline for Dollar Shave Club, a company with a descriptive name, isn’t nearly as important as the tagline for Nike to those who have never heard of the famous clothing brand. While “Just Do It” doesn’t necessarily explain what Nike does as a company, it calls their target market to action and captures the attention of their intended audience, which is what you will want to do with your tagline.


With the broad range of startup names being used and the limited availability of descriptive names, taglines are still as important or are more important than ever before.


Learn how to create your mission statement here on Skillshare, or as stated above, subscribe to the Write Your Startup publication, and we’ll teach you how.


Mission Statement

Image: Medium

A mission statement summarizes what you want to accomplish as a company for your target market. The mission statement for Write Your Startup is “to empower startup founders and small business owners by teaching them how to build and grow their businesses through the creation of compelling content.”


Your mission statement will tell your employees and customers why they should join your company on your journey. It’s an important piece of content that helps lead your decisions and activities. As the famous author Simon Sinek put it, “People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe.”


About Page & Description

When people want to learn about your business, their first click on your website will likely be to your about page. The about page should tell your target market about your business as it applies to them. Your about page should not be a long-form essay on the founding of your business. It should, however, explain why your business cares about your target market, and why your target market needs your business. You want to convince the reader that you’re worth doing business with and that you are looking out for their best interests.


If you are not planning on offering a website or would rather start small, write an about description that you can edit to feature on social media pages, in app stores, etc. As mentioned above, this description should explain your business in a way that matters to your target market. A potential customer probably doesn’t care about your background in education (unless you’re in EdTech or education), but they may care that you are living out your lifelong dream to solve a problem that matters to them. This should be kept brief, and can be as short as your tagline, or as long as a paragraph or two.


After you complete these four basic types of content for your startup, it’s time to move onto marketing your business. Blogs, emails, newsletters, website copy, and ads may be all in your future, but take a step back to congratulate yourself on making it this far, and then join us in the Write Your Startup community to get help throughout your journey.

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Are you interested in building your business with compelling content? Join the Write Your Startup community to learn, network, and grow.
Write Your Startup is also seeking contributors who are looking to help entrepreneurs while perfecting their craft. Interested? Email Michael@TrepRep.com.
Write Your StartupUtilize Compelling Content to Grow Your Business

• Write Your Startup
• Startup
• Business Name
• Business
• Writing

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