I find that many clients haven’t thought very carefully about their content. Unless you’re willing to do so, you’ll be disappointed with your website. It’s important to put time and energy into your messaging. This means more than coming up with selling points and then writing about them. It’s storytelling that makes clients want to do business with you above everyone else.
“People do not buy goods and services. They buy relations, stories, and magic.”
Author, blogger & marketing guru
Telling the Story of Your Business
You may be surprised to learn what really attracts customers and clients online. Digital audiences have so many choices at the click of their mouse that your brand’s story becomes as important a distinguishing factor as your services. Why did you go into business in the first place? Audiences want a taste of that passion and energy.
Beyond telling prospective clients what motivates you and makes your business unique, be sure you take time to do it well. Whether you’re creating blog posts, email campaigns, or descriptions of products or services, allow time to:
•Prioritize the best ideas
•Assign owners (who will write it? You, your staff, or me?)
• Write the actual content
•Get others to review your drafts
•Verify your facts
•Add new ideas and related content
•Decide on the key takeaway and Call to Action
•Make sure the final draft matches your brand in content, style and language
•Select great graphics to go with the post
•Create a draft in WordPress or your other CMS
•Ask someone else to proofread it one last time
After all, we’re talking about your business. You really cannot afford poor messaging or even typos.