Welcome back to another episode of Content Marketing… Stripped!
One of the most frequent questions I’ll ask business owners when reviewing their content is:
“What does this fact / figure / statement mean to your customer?”
Because as you’ll see below, the things we think are obvious, can easily be missed by our customers:
The missing link in content persuasion
One of the quickest ways you can improve the tone of your content is to to develop the habit of explaining to your customers how the facts and features of your product or service will impact their lives.
I say it’s one of the quickest ways because a lot of businesses already have the first step in place. For example:
I’ve been working as a copywriter within the fitness industry for 20 years
Out of thousands of attendees, 99% would recommend our workshops
These are often little badges of pride that businesses understandably want to use in their content.
However, you can add extra oomf to your copy by explaining what that means:
I’ve been working as a copywriter within the fitness industry for 20 years. Because I know what has repeatedly worked well within this field (as well as new angles working today) you get marketing copy that is guaranteed to connect with and convert your audience.
Out of thousands of attendees, 99% would recommend our workshops. When a company’s employees train with us, they find the days enjoyable, and leave with skills they can use straight away. This gives you great value for your training investment as well as an enthusiastic workforce.
Doesn’t my customer already know this?
More importantly, by explaining the impact, you control the message and shape the image you want to put out to your audience. If you leave it up to them to interpret the facts, you never know what they might think about you and your business.
As I mentioned, shorter video this week as it’s Austin next week for SXSW! I have lists of lists coming out my ears as I prep to talk about the taboo of funny women in business. Keep your eyes peeled for me if you’re out there, otherwise I’ll see you back here on the blog!