- Does your website copy create trust?
- Does your message relate to your readers?
- How effective are your efforts to create quality content?
It really is an art – but the good news for entrepreneurs is that it’s an easy one to learn. The bad news is that it takes some time and effort.
Understand Who Your Readers Are
Ideally, your reader personas should include those who may be buyers, clients or customers, as well as those who may never “opt-in”, but will continue to read and share your content.
If you’re not sure how to appeal to both buyers and readers, doing a little research will be helpful. What it involves is a little time and effort to ask the right questions of the right people and then write creative, helpful content that addresses what you’ve learned about your target niche – what they actually want and need.
Address Both Positives and Negatives
You’re not perfect – and neither are your clients and customers. (I know…shocking, right?) Yet, for many of us, recognizing this truth helps to open our eyes to better communication skills.
Creating trust in the marketplace isn’t easy, and it’s usually two-sided. While you may want your readers to trust your abilities, your readers need to be able to trust that you actually care about:
- their needs and wants
- how they wish to be treated
- what they think or feel
It’s in your best interest to hear from those who are totally satisfied with your work, as well as those who aren’t so happy.
You grow, when you don’t think you always know.
Potential clients and customers want to know that you’re concerned with more than just lining your own pockets/pocketbook. Trust begins with great communication and great business practices, but it can end by failing to listen to those in our market.
Sometimes we learn much more from our mistakes and what we’ve done wrong than we do from our successes.
Talk to People You’ve Never Met
Many of your readers don’t even know they are looking for help – and might not realize that what you offer can be just what they need. That’s why it’s important to reach them on a regular basis.
It’s vital to your success that those who have never purchased from you or worked with you begin to see how working with you or buying from you can benefit them in ways that never dawned on them.
By the way, HubSpot offers a great little FREE Lead Generation Guide that can help you reach those who are looking for what you do.
Just remember that different audiences require different formats and the format you choose should deliver the right content for a particular audience in a way that best resonates with them.
Whatever the format, to be effective, your copy must be creative. Bore them once – shame on them. Bore them twice – shame on YOU!
And Speaking of YOU
Don’t! Talking about you will not connect with your audience in marketing. Your content must address your reader’s needs. If you are talking about yourself – your message is not resonating, not connecting and not worth the time it took you to create the copy.
Earlier in this article, I said that you aren’t perfect and neither are your readers. While this is true, your audience, readers, and market are important and have great value. Effective marketing content will make this understood.
Content marketing done right involves learning to write creative copy that moves your audience to take action. If your content isn’t getting you the results you want and need – contact me. I’d love to help you “Write It and Say It Like YOU Mean It!”