Would you play Donald Trump at his own game? Or take yoga from a sadistic guru? These are just some of the issues we explore in this episode of Content Marketing… Stripped!
Be a likeable leader
Content marketing and copywriting on the subject of how you help customers, establishes you as a leader and authority. It proves you have knowledge about your industry and an ability to solve problems.
Which is pretty awesome. Pause here and meditate on your greatness.
Done? Good. Because while it is important to demonstrate your abilities, it’s a fine line between being authoritative and being patronising, even insulting. I’m pretty sure I could whip Donald Trump at a game of Buckaroo, but in this episode he made it clear he was in charge.
Now, how far you can go in singing your own praises will depend on your customer and the tone-of-voice they find most appealing. Some people love the super-confident business owner or service professional, whereas other markets are attracted to a more softly-softly approach.
If you’re worried that your content is bordering on boastful, I’ve found one thing which can rapidly adjust the perspective to be more customer-focused, without compromising on content.
Whenever you show off your awesome, make sure your readers know they will benefit
For example, instead of writing:
In just 2 years I’ve been featured at several of the biggest conferences around the world.
Try something like:
In the last 2 years I’ve spoken at some of the biggest conferences in the world. It’s given me the opportunity to connect with people suffering from [problem] from a wide variety of industries. When you work with me I can help you solve [problem] whether you’re from [industry example 1], [industry example 2] and many more!
Don’t kick them when they’re down
Not that you would, but one thing you do want to avoid when writing copy for your customers, is blaming them for their own problems.[signup-form id=”12713″]
You’re the leader remember.
If you’re an expert in time-management, don’t be too hard on your customer about their procrastination. If you’re a nutritionist, don’t put down your customer’s desires for brownies though you’ve mastered your own cravings. You know the answers, you’re further along than they are so write content that is confident and kind.
I know many people who have been mercilessly mocked by electricians, plumbers, mechanics and IT experts because of their ‘foolish actions.’ These foolish actions then caused a problem which meant business and money for aforementioned ‘experts.’
You don’t want your content to read like that. I’m sorry for picking out those industries, they were just the ones people have have mentioned. If you are in one of those industries, play the advantage. Be extra kind, patient and understanding with your customer and you’ll stand out like a beacon!
So, instead of writing:
If you don’t like your figure, you have no one to blame but yourself. Fortunately, that means you’re the best person to ‘undo’ your mistakes, with my help of course…
If you’ve tried every diet under the sun without success I need to let you into a little secret: it’s not you, it’s them. You’re unique, so don’t be surprised if the diet that worked for your best friend, didn’t work for you. You need something that suits your personality, your lifestyle habits and your goals. Think you’ll find that in your favourite woman’s magazine? Exactly. Fortunately, I can help…
What’s your super skill?
I don’t want you to think that you have to be humble about what you do of course, so in the comments below I would love to hear something about you that makes you special, and why that in turn helps your customers. Share your super skill below!
If you would like some 1:1 help to blitz your message so it’s confident (and kind) don’t forget to look at the laser-copywriting coaching sessions where we can blitz this together.
Video music by Malcolm McLeod and www.freesfx.co.uk
Mike Wilke says
This is truly a very useful blog post.
I smiled and chuckled when reading the part about not “sticking your finger” in a client’s or customer’s eye because they caused their own problem (electricians, plumbers, etc.).
I work with small and medium sized business as a part time CFO. And believe me, I never get called until there is a problem. When I started my business I didn’t think it would be that way . . . but, it is so I roll with it.
Like you said, you have to be kind and hold back on your responses while finding a way to “cut them a little slack”. Blame the problems on something else . . . or anything else!
Thank you for sharing your wisdom.
Amy Harrison says
So pleased you enjoyed it Mike and you’re right, there’s a real knack in solving a problem diplomatically when your customer is the one that caused it. 🙂
Still, that’s what makes what you do so valuable and when you swoop in a solve their problem with grace they can’t but help think of you as a likeable superhero!
That’s funny. Sometimes we want so badly to say, “just get over yourself and do what I tell you!” But we can’t…
My super skill is managing all things domestic while being a single mom, working full time, blogging,.. I help busy people keep the house clean, make healthy meals fast, lose weight, and stay motivated so that you have more time, health, energy to do all the things you need to do.
Amy Harrison says
Hey Carole – thanks for sharing!
It can be a challenge to show your customer what they need to do in a way that sticks and motivates them. It’s one of the reasons copywriting is so important: if you can influence your customer to choose you and make their life better you’re on to a winner!
That does sound like a super skill and you’d probably put me to shame achieving so much when I’m often left wondering where the day went! Keep it up 🙂
Thanks for this – your video made me laugh out loud. It alarmed my cats. (So two for the price of one in entertainment value really.) It was also useful – it’s the way I always try to write, so it’s nice to have it validated in glorious technicolour.
I’m a copywriter and marketeer on a mission to improve the general state of advertising and marketing (which is, judging by most of the stuff I see, woeful).
I’m particularly good at simplifying complex information for non-experts (I’m a nerd). It’s something I love doing because it makes it easier for everyone – particularly my clients’ customers – to understand what’s on offer, why it’s brilliant and why they should buy it.
You seem to be on the same wavelength and you’ve been at it for longer than me, which is why I joined your mailing list. Thanks very much for the wisdom.
Amy Harrison says
Am so thrilled that you enjoyed the video and please apologise to your cats for me. 🙂
If you’re able to make complicated subjects simple, you have an invaluable skill (from one nerd to another). I’ve no doubt your clients love your ability to make their message clear, authoritative, persuasive and, of course, personable.
So glad to have you on the mailing list, and feel free to get in touch if I can help with anything at all!
Have a super weekend.