Is Your Content Actually Connecting?
The written word is king of the marketing hill these days. Between the intangible nature of services and the intangible marketing challenge known as the Internet, having content that increases interest and drives sales is a service firm imperative.
When selling services, content is your "free sample," the equivalent of the people in supermarkets giving out little cups of various kinds of food products for you to try before you buy. OK, well, maybe not exactly like that, but thematically the same. Your content conveys your company's personality (known in more stuffy business circles as your culture) as well as your expertise, which are both part of the criteria applied by prospects when making buying decisions.
So here's the question that constitutes the title of this article: Is your content actually connecting? You can have loads of articles, white papers, web pages, and email messages, but if the words in those pieces aren't making a strong connection to your market, all that content is worthless.
Here are some suggestions for creating connections with content:
Be context specific. A piece of content needs to talk to a specific audience at the right level. If you market to financial advisors, for example, assume that your reader understands the financial planning field at least at an intermediate level if not higher. Don't write "Finance 101" stuff for these folks. If, on the other hand, you are a financial advisor selling your services to small and solo business owners, assume that your reader is knowledge-deficient in the exact areas where you shine. Content for the first group would be way beyond the second set of readers, while content for second set would bore if not insult the first group.
Write like you talk. Said another way, write like your company talks. The style, voice, and tone of your content will be very different if you have a more informal "shorts and t-shirt" way of doing business than if you are operating out of an urban high-rise and "dress for success" in designer duds. Keep your language and style consistent with how you want to be perceived.
Stay away from the third person. Use first and second person in your content. If the piece is authored by one person, as with an article or a white paper, use first person singular; if the speaker is the company, use we and us. Talk directly to the reader using you and your.
Be inclusive and at the same level. Involve your reader. Instead of saying "if one looks at this situation," say "if we look," or "let's look." And instead of being instructive or positioning yourself as the guru on the mountain, stand next to the reader. "The challenge we face is..." is far more attractive in the reader's mind than "the challenge facing you is..." Avoid potentially condescending or patronizing phrases like, "You need to understand..." or "It should be obvious that..."
Finally, be passionate. We are all passionate about what we offer, and we need to be proud to show it. I, for example, think that good, authentic content will pave the way to quality relationships with great customers. That's why content is a practice all by itself at 4R, why I talk about it so much, and why I enjoy creating the right content for my clients.
Trish Lambert (http://www.trishlambert.com), principal of 4-R Marketing LLC, is an experienced marketing consultant and creator of the 4-R Marketing Model for service businesses. Very much a "non-conformist" in the marketing world, Trish produces measurable results with marketing that drives revenues for her customers.Abc Television Greys Anatomy
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When selling services, content is your "free sample," the equivalent of the people in supermarkets giving out little cups of various kinds of food products for you to try before you buy. OK, well, maybe not exactly like that, but thematically the same. Your content conveys your company's personality (known in more stuffy business circles as your culture) as well as your expertise, which are both part of the criteria applied by prospects when making buying decisions.
So here's the question that constitutes the title of this article: Is your content actually connecting? You can have loads of articles, white papers, web pages, and email messages, but if the words in those pieces aren't making a strong connection to your market, all that content is worthless.
Here are some suggestions for creating connections with content:
Be context specific. A piece of content needs to talk to a specific audience at the right level. If you market to financial advisors, for example, assume that your reader understands the financial planning field at least at an intermediate level if not higher. Don't write "Finance 101" stuff for these folks. If, on the other hand, you are a financial advisor selling your services to small and solo business owners, assume that your reader is knowledge-deficient in the exact areas where you shine. Content for the first group would be way beyond the second set of readers, while content for second set would bore if not insult the first group.
Write like you talk. Said another way, write like your company talks. The style, voice, and tone of your content will be very different if you have a more informal "shorts and t-shirt" way of doing business than if you are operating out of an urban high-rise and "dress for success" in designer duds. Keep your language and style consistent with how you want to be perceived.
Stay away from the third person. Use first and second person in your content. If the piece is authored by one person, as with an article or a white paper, use first person singular; if the speaker is the company, use we and us. Talk directly to the reader using you and your.
Be inclusive and at the same level. Involve your reader. Instead of saying "if one looks at this situation," say "if we look," or "let's look." And instead of being instructive or positioning yourself as the guru on the mountain, stand next to the reader. "The challenge we face is..." is far more attractive in the reader's mind than "the challenge facing you is..." Avoid potentially condescending or patronizing phrases like, "You need to understand..." or "It should be obvious that..."
Finally, be passionate. We are all passionate about what we offer, and we need to be proud to show it. I, for example, think that good, authentic content will pave the way to quality relationships with great customers. That's why content is a practice all by itself at 4R, why I talk about it so much, and why I enjoy creating the right content for my clients.
Trish Lambert (http://www.trishlambert.com), principal of 4-R Marketing LLC, is an experienced marketing consultant and creator of the 4-R Marketing Model for service businesses. Very much a "non-conformist" in the marketing world, Trish produces measurable results with marketing that drives revenues for her customers.Abc Television Greys Anatomy
Sports Eligibility
Started German Short Hair
06 Can Dance So Think Tour
Mcafee Virus Scanner
Kriya Mystical Unpanishad Upanishads Yoga
100 Man Shirt Wool
007 Agent Underfire
1 Cup Coffee Brewer
Anniversary Flower Id Send
1840 1865 Fur Missouri Trade Upper
Salt Lake City Motorcycle Accident Attorneys
Sell Worldmark Time Share
Cheap Jordan Shoes
College Football Party Supply
Ace And Gary
Sydney Budget Accomodation
Pet Internal Medicine
Jeweled Perfume Bottle
03 Sea Doo Sport Boats
Wholesale Bag Purse
Job Nursing Uk
Lyrics Kenny Loggins
Star Sapphire Earrings
Live Satellite Camera
4 Jordan Page Shoes
Buy Remote New Bright Radio Control Car
Book Chef Iron Official
Cleaner Jewelry Silver
Depression Herbal Medicine
Exchange Currency Converters
Ut College Football
Diamond Earring Ring Wholesale
Apartment Buy City New York
Digital Counting Scale
Mortgage Company Charlotte North Carolina
Apple Crisp Dessert Recipe
1 6 Black From Growth Hair Longer Now Ultra Year
Com 3 Play Station
1 E Magazine Zines
Home Loan Loan Refinance Va
Las Vegas Sports Book Odds
Free Love Card Print Out
Download Screen Saver
Flight To New York From Uk
Pink Wine Glasses
Munich Pictures
Center Duke Medical Nc
Rehabilitation Rectus Femoris Tendon
Womans Sites
0x0000008e Error
Philosophy Laughing Gas
Business Development Plan Template
Coffee House Seattle
007 Everything Or Nothing Cheat Codes
Fox News Entertainment
Home Health Care Jobs
Analysis Forecast Forex
5 Hotel In Luxury Malta Star
Ccs Catalog Shopping
Bag Clear Tote
Ertl Farm Toy
Spice Cake Coffee
Panorama Maracaibo Venezuela
Boot Camp For Weight Loss In Illinois
World War 1 Song
Hotel Spa Uk
Kt183
1 5 Adjustable Gym In Little Tikes
Flower Garden Home Iris Protea
Homeclick Coupon
Kt157
Diet Program Watcher Weight
Admission Law Lsat School Score
Star Wars Action Figure
0800 Access Free Internet
Janus Investments Inc
Canada Live Mtv
Wedding Response Etiquette
Britax Car Seat Review
Sudbury Computer Repair
Celebrity Minnillo Vanessa Wallpaper
1 Chocolate Cluster Milk Peanut Pennsylvania Pound
1 Celebrity Club Fit
Kt34
Insert Installation Office Product Update
Dissolved Oxygen Water
Day Trading Forex Currency
Crm Customer Management Online Relationship Software
Hotel Slumber Party
San Antonio San Fernando Cathedral
Content Hosting
Nashville Massages 615
Japan Low Magazine Rider
Avril Lavigne Site Myspace
Chinese Dining Room Furniture
John Fitzgibbons
Broadway Cheap Ticket
Care Handmade Natural Skin
Chocolate Crinkles Cookie Recipe
0 Holes Barred
Jesus Last Picture Supper
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