“Tune” Your Content for Your Best Customers!
How do I know what to write about in my blog?
How do I communicate with the right people ... those who are great to do business with?
I can create a plan for my online content, but how do I frame the content for best results?
Even among our clients who are most engaged in creating online content, some say: “I know the topics I should write about, but I’m not sure exactly what to say about them.” It's true that your topics should relate to your target customers’ key pains and problems. If you focus on those and write from their points of view instead of your own (don’t “we” all over yourself), you’ll be ahead of most of the other businesses out there who create their own content. Most are stuck in the world of “we have great stuff and you should buy it!”
But merely being ahead of the mediocre isn’t our goal and it shouldn’t be yours. If you’re going to put the effort into website design and marketing your business online, you can work a bit smarter by:
- Getting more engagement from prospective customers
- Getting those customers primed to do business the way you want them to
A bit of extra work at the start can pay huge dividends if you understand this and get it into the majority of your online content.
Three Monster Concepts
We have an extremely in-depth process for determining what should be written and how it should be presented to increase visitor engagement and priming. Here are three monster concepts that can revolutionize your marketing:
1. Talk About Your Customers’ Experience, Not Your Stuff
Every good marketer knows not to use WIGJAM (wow, I’m great, just ask me!”), but for some reason, 90% of online marketing is still stuck there. Anytime you see a webpage, video, blog post or social media that basically says, “We have great stuff and get it today… that’s WIGJAM
Instead of WIGJAM, use “you” language (or “I” language if it’s a happy customer talking). Instead of “we sell computers!” say, “you can save 20 minutes a day not having to reboot your computer every time it crashes!”
Besides getting away from “we,” this approach will move you closer to talking about benefits instead of features ... our next point!
2. Describe Benefits, Don’t List Features!
Features are characteristics of what you offer. Benefits are what the customers gets from those characteristics. For some reason, it’s a lot harder for most of us to think of benefits, so you can start by making a list of features, then determine the benefit the customer will get from them.
Here are some examples:
Feature - Highly trained, professional crew
Benefit - You don’t have to worry about a mess in your home!
Feature – Virtually perfect parts retention on our conveyors
Benefit – No down time chasing stray parts! Few parts damaged!
Feature – Ten years’ experience in the digital marketing business
Benefit – No time or money wasted on marketing that doesn’t work!
Tell your customers how they’ll benefit so they feel an emotional connection to what you can deliver.
3. Prime for Success
Having a high degree of consistency between what customers experience in marketing and what they experience when they actually buy something from you can make a huge difference in their satisfaction level. We know that you can actually pre-qualify potential customers by clearly spelling out key aspects of your unique selling proposition. You can do both these things with contrast, detail, and aspirational language.
For example, If you’re about quality rather than price, point out that “other people try to get you on price, but here are the drawbacks to that.” Quality matters! If you own a heating and cooling company, you don’t want customers to invest in something that will only last for a couple of years. “Consider spending a little more money on your furnace to last a lifetime!” In furnace years of course!
Explain in detail how the buying process works with you so potential customers can envision it and align themselves before they ever get to you. Also use aspirational language. Remind your customers what the shared vision is … what they want the outcome to be and how you’ll provide it. This will help them begin with the end in mind, which not only helps create a vivid picture of what they want to achieve, but will help them see past any hurdles like wait time or slightly higher costs.
Website Design in Ann Arbor, Michigan ... or Anywhere Else!
If you want the perfect website for your business, or the closest thing to it, it’s attainable, but you must hire the best people in the industry to work with you to make your dream a reality. We can do that for you!
If you have more questions about how to optimize, our SEO experts are willing to chat with you to help you better understand the process. Feel free to browse our site. We’re sure you’ll find plenty of great information. Also, make sure you sign up to receive our FREE GUIDE – Seven Essential SEO Tasks You Can Do Right Now!
We’re certainly not experts in your field. We’ll need your input because you’re the expert!
From day one we’ll work with you on a strategy and a way to execute a plan going forward. If you want to get started or if you just have questions, please shoot us an email or give us a call. 877-815-6974