The phrase life-force has become firm part of my way to describing the power of words as I see it, particularly in business, but also in life. In a nutshell, I think that the words that describe and promote (and operate) a business, or also a cause or project, are the ‘make-or-break’. Before I elaborate though, here’s the story about how the phrase life-force and I met and connected.

Words bring the business to life and make the cash flow

It was a couple of years ago when I attended a workshop for small businesses, which was about the financial side of things of running a business, and when the presenter started off by saying: “Cash is the heart of the business”.

This statement really hit me (literally, as I nearly fell of my chair) and I quickly realised that I feel strongly that it can’t be the money that’s at the heart of a business. That central most inner part, that foundation on which everything else is built on.

And it’s not a ‘money-driven’ vs ‘purpose-driven’ business type of debate where I’m coming from, but at a most basic level of argument I would say:

No words = no audience to attract or connect = no business = no money

Anyway, I didn’t want to disrupt the business coach’s point of view and started to ponder, when I quietly and quite naturally concluded that “if cash is the heart of the business, then words are the life-force that makes it (the cash) flow.”

When I consequently looked up the definitions of life-force in Oxford Dictionaries, which states “the force that gives something its vitality and strength”, and the Free Dictionary, which reads: “the force that is responsible for growth and evolution”, I felt pretty chuffed with myself.

Life-force well and truly encapsulates the magic of words as I see it. Words (that work) have the power to

• fuel clarity and consistency, and increase the chances of your message and brand being recalled
• increase your visibility and reach, and help search engines match your offer to relevant searches
• radiate quality and trust, and consequently engage and connect new and retain existing clients
• inspire actions, shift perspectives and transform behaviour (e.g. from window shopping into buying)
• grow your own knowledge and confidence, and ultimately help you to find your own unique personality and voice.

In short, your copy and content bring your brand and business to life, and consequently the cash to flow – not the other way round.

“Great content is the best sales tool in the world.” ~Marcus Sheridan

Only good words create (cash) flow

All too often business owners seem to focus on perfecting their product/service, on getting shiny logos, websites and flyers, and also on the immediate (lack of) cashflow and the financial side of things.

When it comes to putting their offer or cause into words, many don’t seem to think much of it (as a real art and skill) and write the copy and content themselves – sometimes without ever realising how ineffective it is and as a result ending up hiding their brilliance and resigning themselves to mediocracy. Or even business closure!

For others the struggle to express their offer or cause in a simple, clear, targeted and compelling way becomes evident and real after a few failing campaigns, absence of leads and general block of flow or what to write about once the standard web pages and marketing flyers are done.

Perhaps it’s also today’s day and age of the web and social media that has contributed to a culture of DIY writing, however as Ann Handley puts it “Actually writing matters more now, not less…. And so being able to communicate well in writing isn’t just nice; it’s a necessity.”

Anyway, it’s surprising how often it’s a lack in strategy, i.e. that’s clarity about the purpose of the business/product/service, its benefits, audience, and also its unique qualities and selling points that gets in the way of writing (effective!) marketing copy and content.

However, it’s also technique and presentation, where untrained and inexperienced copywriters fail to write, format and style copy and content in a way that it attracts both, search engines and customers. And consequently cash.

“Without the word good or great before content, all we have is noise.” ~Lucy Griffin-Stiff

Investing in copy and content that works, pays off

Far beyond (often isolated) paragraphs of spruced up information, business and marketing words that work create a life-force that flows through everything – your offering, your marketing, your social media, and your whole way of being in business, thus connecting and attracting your tribe with your authentic personality and via the professional art of copywriting. Rather than via paid advertising and search or other pricey marketing gimmicks. A true inside-out force with long-term results and the best returns on investment.

“The power of your business is in the words you put into it.” ~Power-Words.com

Of course, there are also those business owners and entrepreneurs who understand the difference professional content strategy and copywriting can make and they prioritise the investment and hire an experienced and skilled copy and content specialist right away and without hesitation.

Finally, paying attention to your words in everyday life will make a difference as well of course, however that would be a blog post for another time!

Some related posts from my archive, which you may find interesting

• Content Marketing is everything
• Content and copy – how these two opposites attract your ideal audience
• Fuel your business with these power-words: your elevator pitch
• Strive not to get on top of search engines, but to rather be of value

---

Need help with your brand, marketing and website words?

I combine brand and content strategy, content writing and copy editing, and particular website expertise as well as a general passion for content quality – whether online or offline – to make brand propositions and stories, web pages and blogs, marketing and print materials, business documents and everything and anything that relies on words to connect, engage and win over an audience, more powerful. If your words need more power, please get in touch!