You’re getting as much enthusiasm back from your audience as you put into crafting your content, right?
Is your business communications actually bringing in business?
Well, here’s a tip, and it’s one of life’s greatest ironies…
The most engaging and admired conversationalists don’t talk much about themselves. Who do they talk about?
They talk about other people. Their audience.
Given that fact, it’s not surprising that the same truth applies to business communications as well.
This article is going to show you how to transformed your writing into something your readers enthusiastically consume and brings in the business you deserve.
Nobody Loves You Like You Love You
It’s a bitter pill for most business people to swallow, but the fact is, no one is interested in hearing what you think about your product or service, no matter how awesome you believe it is.
Your readers have their own problems and needs. They’re only interested in finding someone or something to help solve them. They want to hear about what you can do for them – not what you’re you’re doing.
And what you’re selling and what you can do for them aren’t the same things.
So, what does this mean for your marketing copy and blogging?
It means you have to change your mindset from the old-school methods of product- and event-driven materials. You need to a develop a more customer-centric approach. One that’s interactive, needs-driven, and outcome-focused.
You need to answer the most important in your audience’s mind: “What’s in this for me?”
Here are three of the best ways to improve your content writing by making your readers, not your offer the focal point.
Walk a Mile Live in Your Customers’ Shoes
We all know that person who tries so hard to impress. Spends all his time talking about his trip to Europe. His famous friends. Anythingand everything he thinks will put him in a good light.
Nobody likes to talk to this guy. His goal is to be the center of attention.
Conversely, the most effective marketing copy and blogging makes the reader the center of attention.
You desperately want to cram in all the great features about your product or service. But the truth is that readers don’t care about how long you’ve been in business or how many different colors your widgets come in.
Your readers care about finding a friend in need who can provide the help they seek.
Iconic motivational speaker and sales trainer Zig Ziglar was fond of saying, “If you want to have a friend, you must first be a friend.”
If you want customers to care about you and what you offer, write in such a way that you show that you understand and care about them. All the time. In everything you write.
By demonstrating this empathy and ability to help, both you and your prospect benefit.
You gain the heart and mind of your reader, because you’re talking about them (which is the number one most interesting subject in the world to your reader). Your reader is confidence they found that friend who will be able to help them get what they want.
This concept dovetails with another of Zig’s famous principles: “When you help enough people get what they want, they’ll help you get what you want.”
Thanks to today’s sophisticated technology and the vast resources of the Internet, customers now do their own research. They don’t need you to give them product specs and other information.
They need reassurance that you understand their problems and can help them find the solutions.
Make a commitment to making implicit in everything you write: “I understand how you feel…this will help…”
Talk Benefits, not Features
Have you ever noticed how beer commercials, particularly for premium brands, rarely show or even mention the product until the end? The ads often feature people having fun at clubs, parties or sporting events.
Even though the product is beer, the ads don’t mention taste, price or any other specific features.
That’s because companies are not selling beer, per se: they’re selling the lifestyle, and the beer is the vehicle by which customers attain that experience.
Likewise, you need to sell the outcomes people receive from doing business with you – not your actual product or service.
Simon Sinek, author of “Start With Why”, made what has become a legendary presentation at a 2009 TED conference. Sinek believes that companies too often put the cart before the horse, and follow a backwards path in their marketing programs, beginning with “what” they’re selling and using that idea to dictate the “how” and “why.”
Sinek’s Golden Circle turns that conventional wisdom on it’s head.
A company’s core purpose and values – the “why” of its existence – should be the center of an effective marketing program. Once the “why” is established, the “how” and “what” will follow organically.
When you identify the heart of your company’s “Golden Circle,” you’ll be able to resonate with customers who share your beliefs and values. They’ll be more likely to buy your product or service when they see that your goals are aligned with theirs.
Speak Your Customers’ Language
Do you try to impress your customers with a dazzling display of techno-speak?
What you perceive as knowledgeable more than likely simply comes off as pretentious to your audience. If people have to work too hard to understand what you’re saying, they will often dismiss it as not worth the effort.
When you travel to a foreign country, you best facilitate conversation by taking the time to learn the language. Don’t your customers deserve the same consideration?
Speaking their language is another way to show your empathy and interest in helping to find solutions to their problems.
Language doesn’t apply only to text. According to digital marketer Jeff Bullas, content with relevant visuals gets a whopping 94 percent more views than the same content without images. Visuals can range from simple pictures and infographics to more elaborate presentations and videos.
So how do you learn how to speak your customers’ language?
Listen to them on Twitter, Facebook and other platforms. Pay careful attention to how they talk about your product or service as well as those of your competitors. Engage viewers on your own pages by posing questions, creating polls and other content that gets them talking.
No matter how likable you and your product or service are, that’s not enough to entice people to buy. What they’ll respond to is how well you empathize with their needs and challenges.
Write attention-grabbing marketing copy and blogs in language they understand. demonstrating how you can provide a solution to their most pressing problems.
What’s in it for the?
- Why do you do it/What’s in it for them?
- What do you do?
- How do you do it?
- Need, desire, or fear? (looking to attain or avoid)
- Words to use
- Words to avoid