Growing up, I began to write short, silly stories and ever since then I knew that I wanted to pursue a career in creative writing. It wasn’t until college that I started exploring ways to apply my creative writing abilities to business. As an intern at RDW, I now look at creative writing beyond its static definition and have discovered that my passion for this kind of work is beneficial to a public relations and advertising organization. Here are five lessons I have learned about the value of creative writing in business:

  1. It’s important to build your foundation

    Creative writing is not just fantastical fluff. Creative writing can fall under the umbrella of fairy tales and imagination, but it can also influence consumer behavior. In my opinion, an excellent and impressionable work is one where the writer has constructed a creative argument using supporting evidence and research. Therefore, you cannot write creatively about a topic you know nothing about. Start from the basics and get yourself informed about the material. Having a good grasp on the subject matter gives you a strong foundation. After research, you can add some pizzazz!

  2. Know your audience

    We always hear the phrase “communication is key”— but what does this mean in relation to creative writing for business? One of the main components of knowing your audience is using language that will resonate with your potential consumers. In order to do this, every organization needs to develop their buyer personas, or, understand their ideal customers. Through analyzing data, you can better understand your target consumers’ demographics and interests. Once you have developed your buyer personas you can customize your website, emails, ads and other communications to attract the right audience.

  3. Good grammar makes a difference

    It’s time to brush up on any grammar lessons you slept through in middle school. Knowing how to write persuasively and communicate central arguments is crucial for any job and in any field of study. People will miss your point if they see incorrect grammar or syntax used on a pamphlet, website, document, or in an email. If this subhead was “Good grammar makes an difference” you probably would have stopped reading, right? Grammar matters. The laws of the English language are not restrictive rules but rather guiding tools that help writers flourish and mature— you may want to roll your eyes at that, but it’s true!

  4. Every word counts!

    In today’s digital world, people are much more inclined to watch videos and look at visuals than read lengthy text. Further, some social media platforms like Twitter restrict how much space you have to write—and even if you do have the space, that doesn’t mean you should fill it all up. Remember: less is more. A main part of creative writing in business is understanding every word you use counts. Just as when writing a poem, every word and every connotation carries a lot of weight— always edit for concision and precision.

  5. Be a bestseller

    Every company has a story to tell. Consumers want to know your story, to see a face behind the brand. It’s important to make your story known so that people can connect with your company’s origins and goal. To do this, you need to have a distinct voice that will separate you from your competitors. A story is believable when you feel it has a reliable narrator. If the narration of your brand story seems inauthentic, your readers will become suspicious and lose trust. Your brand story needs to be rooted in the truth and should compel readers through emotion— you want people to relate to your brand and purpose and show them that you can offer a solution to their problem. An engaging story grabs attention. Use creative writing to make your business’ brand story a bestseller.

Don’t be scared of creative writing in business. My mantra is practice makes possible.

In my high school AP English class my teacher told me that writing does not become easier; it becomes more possible. Research, editing, and story writing will never be an easy task but when you begin to embrace the process, a change occurs. Practice and determination are key aspects of creative writing because you develop a confidence that helps you take on any challenge and see it as an opportunity to grow. The open-mindedness of a writer is an invaluable asset in the ever-evolving business world.