Engaging the right audience with your content……What you need to know to ensure that you are.
Do you ever think that your writing is good enough to make your readers trust you and buy from you?
How do you know?
First, you will need to evaluate your own content.
Here are the 3 types of business content as detailed by Henneke that you need to learn to ensure that your business content resonates with the right audience:
1. Cold business content
- How do you know whether your content is cold?
- Look for the following signs:
- When removing your branding, your content could be published on a competitor site; nobody would know it was written by you
- When reading your content aloud, it doesn’t sound like a conversation; it doesn’t sound like you
- How to add warmth to cold content:
- Imagine having a conversation with your favorite customer and re-write your content like you’d talk with them
- Embrace your quirks, and add a touch of humor
2. Clever clogs content
- Some business content is so creative, that its purpose is lost.
- But how do you know your content is too creative?
- Web visitors don’t know where to go when they arrive at your home page, or even worse: they can’t see what you do at a glance
- Your sales pages look fantastic, but readers don’t understand what you offer; you focus on features rather than benefits
- Your blog design is beautiful, but your content doesn’t help your readers
- How to put your readers first:
- Don’t be afraid to use standard terms; a copywriter is a copywriter, not a word nerd solving wordy problems
- Stop publishing self-centered company news; instead, make every piece of content helpful and valuable to your readers
- Put your readers first
3. Sweet Spot content
- When your content hits the sweetspot, it appeals exactly to the right customers.
- To create sweet spot content:
- Know exactly who you want to target and how you can help
- Never waste your audience’s time—make each piece of content valuable
- Be yourself and let your personality shine through—being focused on your readers doesn’t mean you hide who you are
- Don’t be afraid to push away the audience that’s not right for you, because it’ll bring you closer to your fans
- Have a two-way conversation—speak with authority, but don’t forget to listen and to engage
- Be open-minded—learn from your readers and clients
Good business writing starts with solid marketing
Understand who would love to buy from you, and know exactly why they’d buy.
Good business writers are authoritative, creative and warm-hearted….
They get personal, but they’re not afraid to talk business and they always put their readers first so they can subtly seduce their readers to get closer, to trust them and to eventually buy.
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To Your Success,