If you’ve spent any time at all reading this column, you know that I preach content, content, content! The value of quality content in marketing copy cannot be overstated. Your marketing content is the primary medium with which you engage potential customers, communicate your unique solution to their problem and convince them to use your business or services. Today, we are going to talk about one simple concept that will greatly improve the marketing content you produce.
Define Your Audience
Before you can generate sparkling marketing copy, you must first understand to whom you are writing. Seems simple enough, right? Well, yes and no.
It’s important to start by defining your ideal customer. Who do you WANT to use your business? And no, “everybody” is not a valid response. Effective marketing isn’t that general. Different people, different audiences require different angles. If there were a catch-all approach, everyone would be using it! It’s necessary to define the customer you want to target with a particular campaign, and then go find that person!
Know Your Audience
If you are a business to business company and your ideal customer is a small town florist who doubles as a gift shop, go find one and talk to them. Ask them questions. Learn about their business, what their problems are and the solutions for which they are searching. Once you’ve armed yourself with this information, you are ready to write effective marketing content!
Write From Your Customer’s Viewpoint
The content that you produce should not be focused on your company and all the things you can do. To be blunt, your customer doesn’t care. What the customer cares about is what you can do for them!
In order to effectively communicate this, and keep the customer’s attention long enough to convey it, you must write from the customer’s viewpoint. You have to begin by defining a problem you know your customer is having (because you asked, remember?), and then simply explain the solution that your business provides. In this manner, your customer becomes invested in the content.
When you describe a specific problem, all the businesses who are experiencing said issue will immediately be drawn into what you are saying. If your solution is then viable and easy to understand, they will be naturally inclined to seek it, and you, out. It’s simple, easy and it works!
If you have any insights into content marketing or have a suggestion for a future Marketing Tip of the Week, let me know in the comments below!