Doesn’t everybody know how to write? Well, maybe, but just not necessarily in the right way. Remember, writing and communicating are two very different things. It’s not just what you say, it’s the way that you say it. Why do multimillion-pound companies employ a whole team of people just to… write?

What does a corporate communications department actually do? Good writing is needed for marketing emails, brochures and flyers, newsletters, website copy (really letting your customer know what you are about), not to mention your social media content. It’s the written word that sells your business, both online and offline.

That’s why big businesses invest in special training for staff in how to ‘talk’ to customers. Buy something online from Marks & Spencer and they will send you a cheery confirmation email. Why? So you know they know they have got your order and it is coming to you. So you are not worrying that your money has just disappeared.

So you are not left wondering whether the underwear you ordered will ever arrive. It’s all about building trust. Building trust makes good business sense. And that’s why major corporations are willing to spend money on a good communications team. Imagine the power to send professionally-written, trust-building emails at the touch of a button, allowing you to act like a major corporation, whilst building trust with your clients. Successful corporations know that, if they lose their client’s trust, they lose their business. And small businesses, including tradespeople, can learn from that

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