Using words to sell your business to customers

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Using words to sell your business to customers

We all know how to talk, so we should all know how to write, right? Well, not exactly. There's a pretty big world of difference between the everyday type of writing that we all do and the sort of writing that you'll need to pull out of the bag in order to really 'sell' your business to potential clients, partners and customers. 

You may not be in a position to hire or partner with a copywriter, but there is still plenty that you can do to make sure your words have a positive impact and appeal to the right people.

Check everything you write for mistakes, and then check it again

What's the harm in the odd mistake, you might ask? After all, we all do it. We all cope daily with autocorrect fails and we all struggle with certain aspects of grammar, and the placement of particular punctuation marks. 

When it comes to writing for your business though, you can't afford for spelling mistakes or errant apostrophe placements to slip through the net. It sounds harsh to say it, but customers and other businesses will react badly to seeing too many of these errors because it looks sloppy and slapdash. Put it this way, would you order food from a restaurant where the menus were misspelled? Or buy a phone from a store where the product descriptions were littered with the wrong punctuation? 

If a customer or potential client/partner sees these mistakes, it plants the idea that whoever has made them is amateur or, worse, doesn't put any care in to what they're doing – that they aren't taking their business seriously enough to communicate properly. Because of that, trust and expectations are lowered, as are the odds that they'll take their business elsewhere to someone who looks more reputable and communicates better.

All of which is why it is so important to check everything you write for mistakes and to use online resources to clear up anything you're not sure about, like quirks of grammar or homophones. It's also worth taking time to eliminate any double spaces, as well as checking for easy errors, like use of the right version of 'it's' and 'its'.

Some people can review their copy on a screen, while others prefer to print it out and go through with a pen. Reading aloud can also help you spot times where your finger may have slipped and missed a key, forming a different word that the spellchecker has missed. However you do it, make sure you read through everything again when you're done, just to be sure.

Don't be afraid to redraft

If you've written and re-read something and it just isn't working, then don't be afraid to redraft it or take a different approach. Remember, great novels are never written in one go, and neither is effective copy. Even this article has gone through a number of redrafts in order to make sure it reads well and gets its points across. It's always better to do things well than to do things fast.

After you've made your edits you should give the relevant sections the once-over, as it's easy to leave widows - mistakes made through the editing process of chopping and changing sentences that can see words and phrases repeated, or cause confusion with words left over from a previous draft.

Ask yourself, who is the audience?

The make-up of the audience that you're hoping to connect with and sell to is going to shape how you write and what key points you hammer home. If you're speaking to other businesses (B2B) then you are going to have to use a different style of writing than if you are talking directly to consumers (B2C).

A B2C approach often calls for a more friendly, light touch, whereas B2B writing is generally more focused on technical details, industry-specific terminology, and is more formal. B2B speaks to a business with the assumption of prior knowledge, whereas B2C speaks to the individual and identifies pain points that can be solved with your product/service. To put it in real-world terms, you wouldn't speak the same way to a potential business contact as you would to a friend you met in the pub.

An easy step to take is to think about how you refer to the business and those related to it. If you constantly refer to the business as NAME OF COMPANY AND ASSOCIATES and use words like 'employees' and 'staff' and 'our clients', then it creates a very formal impression. Referring to yourself as 'us' and 'we' has the opposite effect, creating a more relatable and endearing image. 

This is where it can get tricky, because not everyone finds it easy to write in more than one style, and tone is absolutely a key consideration. To get a feel for the tone of voice (TOV) you need, create a list of the words that you do and do not want to be associated with your business. Also think of how you want people to feel about the business or piece of writing that they are reading. This basic TOV will put you in good stead to identify what feels right or wrong when you're typing, but if you are unsure then it is always worth visiting the competition to see how they do things – what words they are using or avoiding.

Sentence structure is also important. Short sentences are more impactful. They also flow less easily. They can also feel impersonal. Meanwhile, longer sentences, , full of clauses and punctuation, can be more conversational if not as direct and focused. 

If it helps, this blog has been written with the aim of reading it like it was written by a friendly expert. I, the writer, have strived not to talk down to you, the reader, and have kept the tone conversational. I've appealed to you as an individual by highlighting and identifying with your potential problems and offering solutions while not giving instructions from on high. I'm not selling anything, but by reading this you will recognise that Smarta is an organisation that understands you and knows what it's talking about. 

Prioritise clarity and understanding

Even when you're pitching your words to a B2B audience, it's still important to write with clarity. An impenetrable tangle of jargon will exhaust any reader, whether they're in the industry you're talking to or not. Remember, everyone who reads what you write about your business is a human being, a normal person, so talk to them like you would if you were face to face. If people can't understand what it is you do on first reading, then they are unlikely to want to invest any further time with you, let alone their money. Even if you go for the type of long-form sentences mentioned above, you can still set out your stall in a way that's easy to grasp.

If you're writing to a more general public, then a good thought to write with is 'would my gran understand this?'. If you couldn't make your gran (or any senior family member/loved one) understand what you're talking about then it's too complicated.

You don't always have to dumb it down, but what's the point in the copy if only you and the top five industry experts understand what you're on about? Your family and friends in different walks of life make excellent sounding-boards, so try and come out of your own head and use them to sense check whenever necessary.

Look at some light SEO

SEO (search engine optimisation) may seem like a dark art to those without a marketing background, but there are a few things that you can do to help your ranking without disappearing too deeply down the rabbit hole.

First off, if you upload an image to your site then give it some alt tags. You can generally find the option to add alt tags on the back end of your site and even a short sentence can help immensely. Alt tags help search engines optimise content for the sight impaired, so if you can describe the image while linking back to your business name (a picture of a 3D printed flower created by Flower Creators Ltd) then you're laughing. They say that a picture is worth a thousand words, but the truth is that pictures on their own won’t get you a half-decent SEO ranking. 

Another easy tip is to keep updating your content. That's not to say that you need to rewrite your website every other month, but adding the likes of blogs and case studies on a regular basis will help.

Make sure there's consistency across channels

Lastly, you need to ensure that your written communications are consistent across any channels that you use. A law firm is unlikely to appeal to potential clients if they use textspeak on Facebook, or stuff their Twitter feed with cry emojis and gifs. 

Some platforms may require a tweaking of the format or language used, but it's more important to stay on message and not allow wild variations to creep in that can cause a reader to experience tonal whiplash. If the reader questions your voice then it can quickly erode trust and brand confidence.

That's it for now! Hopefully your head is now packed with ideas on how best to write your content. For more advice, check out the Smarta website.


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The notice may change from time to time so please check for updates.

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Smarta is a trading name of Transmit Start-Ups Ltd which is a Limited Company registered in England. (referred to as “Smarta” “Transmit”, “we”, “our” or “us” in this notice).

Our registered number is 08702257.

Our registered office is Northern Design Centre, Baltic Business Quarter, Abbott's Hill, Gateshead, NE8 3DF.

What personal information do we collect and process?

We collect and process your data in the following circumstances:

  • When you register to join Smarta

  • When you join the small business directory

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  • When you sign up for our mailing list

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  • Your name, date of birth and gender

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  • Your device’s IP address

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  • Other publicly available personal data, including any which you have shared via a public platform (such as a LinkedIn profile, Twitter feed or public Facebook page).

  • Information about your business

This list is not exhaustive, and, in specific instances, we may need to collect additional data for the purposes set out in this notice. Some of the above personal data is collected directly, for example when you engage with us. Other personal data is collected indirectly, for example your browsing activity. We may also collect personal data from third parties who have your consent to pass your details to us, or from publicly available sources.

Why do we collect and process your personal information?

We only collect and process the information needed to effectively provide our services to you, as well as for contact and communication purposes.

We will use your personal information as part of our internal reporting processes.

How is your personal information used?

We use your personal data:

  • To provide services to you

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Certain types of personal information, such as gender and ethnicity, are used only as part of our contractual reporting requirements, for the purposes of monitoring and promoting equal opportunities.

The lawful basis for processing your personal information

Legitimate interest

We may collect, hold, and process your personal data on the basis of legitimate interest where it is necessary in order for us to fulfil our needs as a business and to be able to provide you with our services, including, but not limited to:

  • To send you information about your loan

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  • Protecting customers, employees and other individuals and maintaining their safety, health, and welfare

  • Promoting, marketing, and advertising our products and services

  • Understanding our customers’ behaviour, activities, preferences, and needs

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  • Complying with our legal and regulatory obligations

  • Preventing, investigating, and detecting crime, fraud or anti-social behaviour and prosecuting offenders, including working with law enforcement agencies

  • Handling customer contacts, queries, complaints, or disputes

  • Protecting Transmit Start-Ups Ltd., its employees, and customers, by taking appropriate legal action against third parties who have committed criminal acts or are in breach of legal obligations to us and our staff

  • Effectively handling any legal claims or regulatory enforcement actions taken against us

  • Fulfilling our duties and obligations to our customers, staff, colleagues, shareholders, and other stakeholders.


We collect, hold, and process your personal data on the basis that you give us consent when you accept this Privacy Notice.

We will seek your consent to hold and process your data when you sign up to our mailing list or we need to ask for any sensitive data as part of the application process. If you chose not to sign up to our mailing list, we will still communicate with you when necessary as part of our contractual obligations.

You remain in control of the personal data you share with Transmit. You can change your preferences at any time, by choosing whether you want to give consent to your data being processed for specific types of communication and / or communication channels.

Vital interest

We may use your personal information to contact you if we reasonably believe that the processing of your personal data will prevent or reduce any potential harm to you. This type of notification is in your vital interest.

Legal Obligation

We may use and process your personal data to comply with our legal obligations such as HMRC requirements, if it is genuinely needed for law enforcement, to identify you as an individual if you contact us, or to verify the accuracy of your data.

Who we share your personal information with

Our service providers and suppliers

In order to make certain services available to you, we may need to share your personal data with some of our service partners. These include HMRC, cloud storage and IT providers.

Transmit only allows its service providers to handle your personal data when we have confirmed that they apply appropriate data protection and security controls. We also impose contractual obligations on service providers relating to data protection and security, which mean they can only use your data to provide services to Transmit and to you, and for no other purposes.

Where your personal information is stored

Your information is stored on dedicated hardware used by Transmit Startups and all data is held and backed up within the UK or EU or is covered by the  EU-US Privacy Shield Framework .

The data is stored within a MariaDB database in a secure hosting environment. The only way to access the database is via a server console or via SSH. 

User data is also synced into Hubspot – a cloud-based Customer Relationship Management system.

Images & Assets are securely hosted on a service called S3 - which is an Amazon Web Service (AWS) service. Only authenticated users within the site have access to push files to this location. 

Where you communicate with us by email, we may store copies of the emails. Our email service is provided through  Google G Suite .

How we keep your personal information secure

We are committed to keeping your personal data safe and secure.

Our security measures include:

  • Encryption of sensitive data

  • Back up of data

  • Password management

  • Implementing risk management and data impact assessment analysis

  • Regular cyber security assessments of all service providers who may handle your personal data

  • Security controls which protect our IT infrastructure from external attack and unauthorised access

  • Internal policies setting out our data security approach and training for staff.

Only authorised and trained personnel can access your personal information if required to do so as part of their legitimate job role.

How long we keep your personal information

We will not retain your data for longer than necessary for the purposes set out in this notice. As long as you wish to be a customer of Smarta or be displayed in our directory we will retain your data for that purpose.

Your personal data stored in the website’s database will be automatically deleted from here after five years. You can request the amendment or deletion of your data at any time.

Automated decision making, including profiling

We may retain some data for reporting and statistical purposes however this will only occur after removing all personal information that would allow an individual to be identified. This is called anonymisation.

Transmit do not engage in any profiling activity.

When do we collect your information?

Website forms

Our website has forms built-in to allow the user to create an account and interact with the site via the submission of data. When you use our forms, the information submitted is securely stored in the website’s database. Your personal data stored in the website’s database will be automatically deleted from here after five years. Your personal data is encrypted by the website.

The website is built using a framework called Laravel (it is an open-source PHP MVC framework for bespoke platform development). 

The forms are built within this stack using VueJS, form data is submitted via Axios (AJAX HTTP requests) to a controller that parsers the data and stores in within a data store. 

Sensitive data and passwords are encrypted using OpenSSL and the AES-256-CBC cipher. 

Mailing list

If you opt-in to our newsletter when registering we collect your email address and name so that we can correspond with you. Your personal data will be stored on the website and Hubspot, which we use to send our newsletters. You can request to be removed anytime by clicking ‘unsubscribe’ in any newsletter/mailout or by contacting us.

Online data management (analytics and security)

When someone visits our website, we use a third-party service, Google Analytics, to collect standard internet log information and details of visitor behaviour patterns.

We collect information about your computer and about your visits to and use of this website (including your IP address, geographical location, browser type, referral source, length of visit, entry and exit points and the number of page views).

We do this to find out things such as the number of visitors to the various parts of the site.

This information is only processed in a way which does not identify anyone.

We do not make and do not permit Google to make, any attempt to find out the identities of those visiting our website.

If we do ever want to collect personally identifiable information through our website, we will be upfront about this. We will make it clear when we collect personal information and will explain what we intend to do with it.

Website security and backups

Our website has HTTPS encryption via a Let’s Encrypt SSL certificate to ensure any data passed between your browser and the web server (where this website is hosted) is encrypted. When you are on a secure page, a lock icon will appear on the bottom of web browsers such as Microsoft Internet Explorer.

This website and its database are automatically backed up every day via our hosting provider AWS (Amazon Web Services). Backups are stored for 90 days in the EU Region.

Links to Other Web Sites

This Privacy Notice does not cover the links within our site linking to other websites. Those sites are not governed by this Privacy Notice, and if you have questions about how a site uses your information, you will need to check that site’s privacy information.


Like most websites, the Smarta website uses cookies to collect information. Cookies are small data files which store information on your browser, your computer, or other connected devices (such as smart phones or tablets). Cookies allow us to recognise that you have visited our website previously.

Cookies are essential for the effective operation of our website; they make it easier for you to maintain your preferences on our website and improve your web browsing experience.

The cookies stored on your browser, computer, or other device when you access our websites are designed by Smarta, or on behalf of us, and are necessary to improve your use of our site.

Some cookies collect information about browsing behaviour when you access this website via the same browser, computer, or device. This includes information about pages viewed and your journey around a website. We do not use cookies to collect or record information on your name, address or other contact details.

A cookie often includes a randomly generated number which is stored on your device. Many cookies are automatically deleted after you finish using the website.

Use of Cookies

This website does not store any information that would, on its own, allow us to identify individual users of this service without their permission. Any cookies that may be used on this website are used either solely on a per session basis or to maintain user preferences. Cookies are not shared with any third parties.

The main purposes for which cookies are used are:

  • For technical purposes essential to effective operation of our websites, particularly in relation to site navigation.

  • To enable us to collect information about your browsing patterns, including to monitor the success of conveying our information to you.

Types of cookies that may be used during your visit to the website are listed below:

Cookie Name

Expiration Time

What It Does


1 Day

Session cookies are a way of storing the user information across multiple user requests via secure encrypted cookies. This cookie will be deleted after the current session is finished.


1 Day

CSRF "token" for each active user session managed by the application. This token is used to verify that the authenticated user is the one making the requests to the application.


2 Years

Registers a unique ID that is used to generate statistical data on how the visitor uses the website.


1 Day

Registers a unique ID that is used to generate statistical data on how the visitor uses the website.


1 Day

Used by Google Analytics to throttle request rate.


3 Months

This cookie is used to measure, track, and retarget with Facebook ads.

How do I disable cookies?

Most browsers allow you to reject all cookies, whilst some browsers allow you to reject just third-party cookies. For example, in Chrome, you can block or allow all cookies by default. On your computer, open Chrome. At the top right, click ‘More Settings’, then under 'Privacy and security', click Cookies and other site data and select an option.

How you can do this will depend on the browser you use. Further details on how to disable cookies for the most popular browsers are set out below. Please be aware that blocking all cookies will, however, have a negative impact upon the usability of many websites, including ours.

Microsoft Internet Explorer
1. From the Tools menu, select Internet Options.
2. Click on the Privacy tab.
3. Select the appropriate settings.

Google Chrome
1. Choose Settings> Advanced
2. Under “Privacy and security,” click “Content settings”.
3. Click “Cookies”

1. Choose Preferences > Privacy
2. Click on “Remove all Website Data”

Mozilla Firefox
1. Choose the menu “tools” then “Options”
2. Click on the icon “privacy”
3. Find the menu “cookie” and select the relevant options

Opera 6.0 and further
1. Choose the menu Files”> “Preferences”
2. Privacy

International transfers

To deliver a full range of services to you, it may be necessary for us to share your data outside of the European Economic Area. This will typically occur when service providers are located outside the EEA or if you are based outside the EEA. These transfers are subject to special rules under GDPR.

If this happens, we will ensure that the transfer will be compliant with data protection law and all personal data will be secure. Our standard practice will be to use ‘standard data protection clauses’ which have been approved by the European Commission for such transfers. Those clauses can be accessed on the  European Commission website.

How you can help protect your personal information

If you are using a computing device in a public location, we recommend that you always log out and close the website browser when you complete an online session.

In addition, we recommend that you take the following security measures to enhance your online safety:

  • Keep your account passwords private. Remember, anybody who knows your password may be able to access your account.

  • When creating a password, use at least 10 characters. A combination of letters, symbols and numbers is best. Try not to use easy to guess words, your name, email address, or other personal data that can be easily obtained. We also recommend that you frequently change your passwords.

  • Avoid using the same password for multiple online accounts.

Your rights in respect of the personal information we hold

We fully support and facilitate the ability of people to exercise their rights in respect of the personal information supplied to others. See our Privacy Policy -

If you wish to correct, complain, object, or otherwise control the data we hold please contact us and we will respond accordingly.

Please contact us if you have any questions about how your personal information is being used or if you are unhappy about our service or anything we do. We will do our best to resolve the issue.

An overview of your different rights

You have the right to request:

  • Access to the personal information we hold about you, free of charge.

  • The correction of your personal information when incorrect, out of date or incomplete.

  • For example, when you withdraw consent, or object and we have no legitimate overriding interest, or once the purpose for which we hold the personal information has come to an end.

  • That we stop using your personal information for direct marketing (either through specific channels, or all channels).

  • That we stop any consent-based processing of your personal information after you withdraw that consent.

Your right to withdraw consent

Whenever you have given us your consent to use your personal information, you have the right to change your mind at any time and withdraw that consent.

Where we rely on our legitimate interest

In cases where we are processing your personal information based on our legitimate interest, you can ask us to stop for reasons connected to your individual situation. We must then do so unless we believe we have a legitimate overriding reason to continue processing your personal information.

Direct marketing

You have the right to stop the use of your personal information for direct marketing activity through all channels, or selected channels. We must always comply with your request.

How you can access the personal information we hold

You can access a copy of the personal information we hold by submitting a Subject Access Request to us using the contact details below.

We will respond to as soon as possible, and in any event, within one month of verifying the request. Our Subject Access Request policy can be provided on request.

To protect the confidentiality of your personal information, we will ask you to verify your identity before proceeding with any request you make under this Privacy Notice. If you have authorised a third party to submit a request on your behalf, we will ask them to prove they have your permission to act.

Getting in touch with Smarta

We can be contacted at:


Northern Design Centre,

Baltic Business Quarter,

Abbott's Hill,



Book a call


The Supervisory Authority in the UK

The Supervisory Authority in the UK is the Information Commissioners Office (ICO).

Transmit Start-Ups Ltd can be found on the Data Protection Register. The registration number is ZA047144.


If you would like to make a complaint about the way your personal data has been handled by Smarta, you can contact us using the details given above. Our complaints policy can also be provided on request.

Alternatively, you can refer your complaint to the ICO -