Are you in the manufacturing or engineering sectors?

Here is some actual advice that you can use in the very next thing you write. Read this and I promise, you will get More Attention, More Interest and More Engagement.

Most people probably don’t associate creative writing with these industrial B2B sectors, but they should. It can make a difference. Here's how

1️⃣ Remember what Creative Writing is (and isn’t)
    - It is a way of making the complex, simple and making sense out of data.
    - It provides a framework for defining precision.
    - It is not about pretty words and metaphors. (not all of the time, anyway!)

2️⃣ People buy Outcomes 
This sector is full of technical detail but your customers will very rarely buy features. They assign value to Outcomes.

😔 “Our system reduces tolerances to 0.001mm” sounds much more attractive when written as...

😊 “Your team will save 2 hours per shift due to almost zero re-works” 

(note the change of emphasis from ‘ours’ to ‘yours’ and the use of metrics that matter to the decision maker)

3️⃣ Be Relatable
Every factory floor is full of stories; a maintenance team preventing a disaster at 2am, a Quality Engineer spotting a problem before it hits the customer or the machine tech that perfects a process everyone else said was impossible. Tell a story with these moments and let your everyday demonstrate your Credibility and experience

4️⃣ Simplify
Too many manufacturing businesses make things complicated because they mistakenly think their audience equates complexity with credibility. The reality is that it doesn’t. It just confuses people. Don’t make your audience work hard to understand what you mean. A good storyteller in this sector will…
    - Use shorter sentences
    - Use simple structures
    - Focus on outcomes
    - Emphasise the key messages

5️⃣ Remember your own teams
The best factories in the world work well because of communication. I am willing to bet, that the word “communication” is written in big bold letters somewhere in your Mission Statement on the boardroom wall or behind reception. 

But how many of you actually use the power of good creative writing and story-telling as part of your strategy? Strong creative writing will …

    - Help teams document processes clearly (faster on-boarding)
    - Improve training material and SOPs (closer to Right First Time)
    - Align Leadership and Exec Level messaging (more efficient goal cascade)
    - Demonstrate your Unique Selling Point clearly (more sales conversions)


A lot of my career has been in this sector, I know what it’s like and I know it’s not easy to find the time to focus on words. Trust me though, it’s more important than you think.

⭐️ If you want help telling the stories that actually make a difference to your OTIF, your FPY or even the success of your 6σ roll-out then drop me a message (when you get the chance!)

Thanks
KL x