Many people struggle with the idea of having to write something, especially if it is going to be viewed by a lot of people. They get hung up on the style, the words, what order it should be written in and all manner of other things. All of which results in either nothing being produced at all, or a stilted, totally reader-unfriendly essay.
But there is no need to stress when it comes to writing. Not over-thinking how you actually put your words together can work wonders.
Firstly, be realistic. More complex items like websites and brochures are probably best left to the professionals. Not just because they will achieve a more polished finish, but because if you try to do it yourself it is likely to just stay on your to do pile for weeks, months, or even years on end.
Stick to the easier projects. Maybe you’d like to write a personal introduction to your practice that can be included in a brochure. This is always a nice touch, but it needs to reflect your personality and sound genuine.
The easiest way of achieving this is simply to write as if you were talking to someone. If you were going to phone someone and tell them about your practice, what would you tell them? You wouldn’t give them a detailed history of the practice, or immediately start listing your treatments, would you?
You would focus on what you really wanted to communicate to them, for example how great your team are, how your patients view you as friends rather than clinicians and so trust you implicitly. How you love being able to make such a difference to people by giving them a confident smile. All those parts of your day to day work that make it so worthwhile.
Of course, then you might go onto give them more details – the treatments you offer and what their benefits are, parking arrangements and so on.
And this is exactly what you need to do when you are writing. Start with the important stuff. In many cases, this is all you will need, because your enthusiasm and dedication will shine through and encourage people to ask for the details they want.
Oh – and one last, somewhat ironic, point. The end. You don’t need one. Once you have said what you wanted to say, stop.