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The standard process most communicators go through when they’re asked to formulate a communication is to get all the facts from the business partner, choose an angle, get their creative juices flowing, bring it all together into a written piece for the audience and top it with an amazing headline. There’s nothing wrong with this process and it definitely sits within a communicator’s comfort zone. The hard truth though is that even the most creative writers aren’t necessarily the best business writers. To be a good business writer you must produce content that moves people to action and meets objectives.
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