Using results-driven language in your LinkedIn profile, website and CV makes your marketing messages more persuasive.
What is results-driven language?
Results-driven language focuses on the results you’ve achieved for your clients, not the tasks you’ve accomplished.
This concept involves a mindset shift from talking about what you have done to how you have helped your clients achieve their goals.
Putting your achievements out there builds your writing confidence, too!
Examples of results-driven language
Your profile might state that you have experience “writing health articles” or “managing email newsletters” – but what does that mean?
Vague, subjective language can be frustrating for clients, so be as specific as possible.
Consider these examples that focus on results and outcomes:
- Grew a subscriber list from zero to 300,000 in 12 months
- Wrote and sent email newsletters to 500 doctors every month
- Wrote monthly emails that received an above industry-standard open rate of 45%
- Wrote five articles that 100,000 readers read in one month
- Wrote web copy that gained 20,000 views every month
- Wrote web copy that generated 50 new client enquiries monthly
- Wrote a new company policy for 500 staff members that helped increase productivity by halving the number of HR email enquiries.
What are your clients’ goals?
To use results-driven language successfully, you’ll need to understand your clients’ goals.
Examples of common client goals include:
- Generating more enquires
- Increasing open and click-through rates
- Making more sales
- Helping more people live healthier lives
- Reducing hospital readmissions
- Reducing back and forth email communication.
Brainstorm your ideal clients and their goals. What results are meaningful and impressive for your clients?
Clients generally love it when you can demonstrate how you make them money or save them money.
So think about how your marketing messages can address this need.
Did you write content that generated more online appointments or resulted in more product sales? Explain it.
Don’t just write “helped generate more sales”, though.
Specifically state the percentage increase so your clients know what you achieved.
Most of us choose health writing as a career because we want to help others and make a difference.
Did your content help people to get healthier? Consider how you can demonstrate this through specific results; what’s your proof?
When we can demonstrate that we have achieved excellent results for our past clients, future clients will be keener to hire us.
Where can I use results-driven language?
You should aim to use language that focuses on results, not just tasks, on any of your business marketing materials, including your:
- LinkedIn profile – include outcomes in your role descriptions as well as your profile
- Website – explain the results you’ve achieved for specific clients on your writing website
- Medical writer CV – include examples for your job descriptions
- Client conversations – when chatting with potential clients, don’t be afraid to talk up your results.
Keen to explore the power of results-driven language as a next step?
Review your current marketing content and look for phrasing that focuses only on tasks. Edit this content so it’s outcomes-driven by including numbers, figures and other measurable results.
Finally: Results-driven language is about showing, not telling. Don’t actually state that you are results-driven. Instead, clearly and accurately explain your results. Your clients will be more impressed with your achievements. And you’ll feel more confident about your skills, too!
