How do you write for business - using your senses?

'He'll see you now Eileen.'

The assistant held the door open for me and I walked in hand outstretched, deep breathing to stop the rising panic in my abdoment.

What's in your mind when you read those words? It's an interview? Or maybe a doctor's appointment or is it the dreaded bank manager?

In that case it was the bank manager, back in the days of 'real' bank managers, who weren't your friend who said yes but rather held you to account all the time.

Now if you've ever had any kind of interview where you felt nervous you could conjure up the same feelings as I had on that day. Newbie commercial manager, new company, new role. Out of my comfort zone by a factor of 10.

So in a few words I've made a connection - to a universal event and to a set of emotions which most people in business can share.

When people tell me business is factual, rational and emotionless I want to laugh. Because that's not my experience of being in business... or of how other people in business behave.

Last week I went networking. Small event which I like because it gives you chance to talk to people instead of threshing around trying to shower business cards around the room.

Let me give you 3 examples of emotion and passion I found in those business people.

1. Manager of very successful local bus company in charge of their flagship route. The energy flying off him could have powered the room.
2. Owner of a waste recycling company. So inside his subject and how he could help other businesses save money.
3. Manager for a local business organisation. Passionate about using resources wisely to help sustain small businesses.

None of those fed me facts and figures. Instead they all connected at a level of how they could serve other people.

Yes businesses want to save money. They also want their problems solved.

That means we have look from the inside out as if can see it from their perspective. As if we can hear their moans as yet another problem lands on their desk. And as if we're they're when they go home the end of the day with a stress headache.

So when you write to connect with prospective customers write about how you can give them a good night's sleep because you've solved their most pressing problem. Write about how they can expand their business because you've blitzed an obstacle out of their way. Show them how they can't possibly live without your service.

If you're not passionate, why should they be?