Allright, I had to write something of value after that last post. Here goes:
So far, this blog has been a lot about how startups can write better stuff, and that’s good (because it’s what the blog’s about). But just today, I realized that I haven’t even covered some of the basic underlying questions: Why should startups worry about writing in the first place? Why should they care?
Well, those are good questions, especially in a web-world where you’re only as good as your product. But really, I think the answers come back to branding (broadly imagined). Here are my thoughts:
For a young startup, your brand is everything. And I don’t mean branding like a lot of people do. I’m not just talking about your logo here (if you even have one). I’m talking about your brand being the product of every interaction a potential customer has with your company. It’s all that you do, and all that other people see. It’s the identity of your business, and more than any product, it’s what you’re selling. You can’t just offer stuff… you have to offer an experience.
And that’s where the writing comes in. It may be on the front page, where you lead a new visitor to find what’s cool about your app. Or, it may be on About Us page, where you share who the company (and its founders) really are. Or, it may be on the blog, in a newsletter, or one of a hundred different places.
The point isn’t the location, it’s the action. The forming of your companies’ identity, and your companies’ brand. Communicating to, and interacting with your customers (and your community). Adding value to your product, and eventually, selling it.
That’s why good writing matters. That’s why you should care.
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