Content That Connects Theme to Character

/0 Comments/in , , , /by

“It might seem like nonfiction writers get off easy when it comes to developing characters; we don’t have to create them from whole cloth…the people we’re writing about already exist,”  everand.com remarks..True, but when it comes to creating content for online marketing, what I’ve found is that, while the “characters” certainly exist, readers too often have never been properly introduced to them!

In one of the very earliest books I read on content creation, Creating Buzz With Blogs, Ted Demopoulos posited that content creates buzz when people feel as if they know you, because “people like to do business with people they know”.  In other words, content needs to provide valuable information to readers, but that content needs to introduce the people who are providing the products and services being marketed.

Scott Greggory of Forbes calls it “highlighting your humanity to help your brand stand out”. “If your company sells a certain brand of tires, cell phones, or frozen pizza, you are literally no different from every other establishment that sells the same item,” Greggory says. What differentiates your company and builds loyalty is only a more human experience.

Writer’s Digest  contributor Sharon Short uses the Wizard of Oz  as an example:

What’s the story really about? Finding value and joy in home and family.  But that’s hardly memorable enough to entice a book purchase, Stone admits.  It’s the characters – Dorothy herself, Scarecrow, the Tin Man, the Cowardly Lion, the Wicked Witch of West,  Aunt Em, who connect with and impact readers.

 There are many aspects to be considered in creating online marketing content, including offering how-to tips, emphasizing unique aspects of the product or service being offered, opinion pieces on industry issues, and offering “startling statistics” to emphasize the scope of the problem you’re offering to help solve.

At Say It For You, we know that, when searchers find your post or article, they already have an interest in (and probably some core knowledge about) your subject. To move them to the next step, you need to “prove your case”, demonstrating that you know a lot about the problem you’re proposing to solve, and that you and your staff have the experience, training, and degrees needed to solve that problem. You might even “get into the weeds” by offering specific recommendations.

But, as an integral part of “brand positioning”, highlight the “characters” in the story, we remind business owners and professional practitioners, those people who have been — and who will be — delivering on that brand. In marketing content, it’s vital to connect theme to character.

Facebooktwitterredditlinkedintumblrmail

Watch Your Tone of Content Creation

/0 Comments/in , , /by

“Sometimes we have no choice but to implement rules,” my speaker friend Todd Hunt admits, but we may have a choice as to how we present those rules. While one hotel at which Hunt stayed posted a notice reading “Breakfast buffet food not allowed beyond breakfast area”, another facility took a different approach, saying “We request our guests to have breakfast only in the lobby area to maintain the food safety standards on our property.”

“Tone of voice plays a crucial role in effective communication. It allows us to express emotions, convey meaning, establish rapport, and influence others’ perceptions,” everydayspeech.com explains. “One element of communication stands out — tone,” Tracy Brower, PhD, writing in Forbes, agrees, citing data from Grammarly and the Harris poll showing that working remotely increases the need to be a better communicator.

Tone and language are tricky to deal with when it comes to written communication, universalclass.com explains. A speaker’s body language, voice, intonations, eye contact, and general demeanor  offer essential clues about what the speaker is feeling; with print content, this instant give-and-take of nonverbal signals is not possible.”  Still, written messages can take a conversational, a cajoling, or an apologetic tone.

In the case of the two hotel signs Todd Hunt saw, the second message had a more positive tone in that it explained “the why” (the reason guests were to keep all food within the breakfast area). In content marketing, calls to action (CTAs) often use imperative verbs to provoke readers to take positive action, from requesting further information to actually signing up for a newsletter, to actually making a purchase.  But online visitors who’ve found themselves at your blog want to know why they ought to keep reading and why they should follow your advice. Why the urgency about the specific solution you’ve proposed?  Why this price point?

Even couched in a polite, rather than bossy tone, it’s simply not enough for content creators to provide information to online searchers who’ve landed on our client’s corporate blog. The facts need to be “translated” into relational, emotional terms that compel reaction – and action – in readers.

For positive marketing results, pay close attention to the “tone” of your content!

Facebooktwitterredditlinkedintumblrmail

Content Writing Mistakes to Avoid Like the Plague

/0 Comments/in , , , /by

 

Mark Byrnes’ cautionary advice is meant for financial advisors, but some of the social media mistakes he’s telling his readers to avoid are warnings all content writers need to hear, and apply to blog posts, newsletters, and even email correspondence.

  • Not being authentic

Content that does not line up well with the firm’s brand or even the advisor’s unique individual brand will most likely be rejected by readers, Byrnes warns.

In your blog or newsletter, we teach at Say It For You, allow people to hear your distinct voice. Got limitations? Those may be precisely what makes you seem real to your readers. 

  • Being too salesy

Rather than boasting about all your own capabilities, put the target market first,  encouraging the audience by asking questions and conducting polls, the author suggests.

The tactic of using questions in titles is one I’ve often suggested to content writers, because often we can help searchers formulate their own questions by presenting one in the blog post or newsletter itself. 

  • Being too long winded

If content rambles on and on, viewers will click away and abandon anything that does not get to the point, Byrnes cautions.

Attempting to cover too much ground in a single blog post or even article, we lose focus, straining readers’ attention span.  Each post, I teach in content creation sessions, should contain a razor-sharp focus on just one story, one idea, one aspect of the business or practice.  

  • Taking the foot off the gas

Maintain consistency. Creating a steady stream of content takes time and patience. Interviewing other thought leaders and creating strategic alliances are ways to keep the content momentum going, Brynes suggests.

After years of being involved in all aspects of content creation for business owners and professional practitioners, one irony I’ve found is that consistency and frequency are rare phenomema. There’s a tremendous content fall-off rate, with most efforts abandoned months or even weeks after they’re begun. Yet, as online marketing guru Neil Patel stresses, websites that publish regular, high-quality content provide real value to users.

  • Hiding your personal side

Advisors should write about their involvement in community and in fundraising efforts, sharing their passions.

Content can focus on personal anecdotes relating to the owners’ community involvements and even to community happenings and concerns. 

  • Ignoring the trends

What are your clients and prospects doing online and why?  What has changed?

One rule of thumb in content marketing, we know at Say It For You, is to narrow down the target audience.  To be an effective marketing tool for your business, your content must be aimed at a specific segment of the market. Ask yourself : “Who are my readers?  What do they need?  Where are they ‘hanging out’ online?” 

All those “no-nos” listed in Financial Advisor Magazine? Content writers – take heed!.

 

 

 

Facebooktwitterredditlinkedintumblrmail

Ageless Ambition: Mastering Marketing Strategies for Senior Entrepreneurs

/0 Comments/in , /by

(Today’s guest blog post was contributed by Seth Murphy of PapaDIY...)

Embarking on an entrepreneurial journey later in life brings unique challenges and opportunities. This article unveils crucial marketing strategies that empower senior entrepreneurs to carve out their success stories. By embracing these approaches, you can achieve business growth and visibility without the hefty price tag of professional marketing agencies.

Embarking on an entrepreneurial journey later in life brings unique challenges and opportunities. This article unveils crucial marketing strategies that empower senior entrepreneurs to carve out their success stories. By embracing these approaches, you can achieve business growth and visibility without the hefty price tag of professional marketing agencies.

Plan Your Marketing Efforts

To start, creating a straightforward marketing plan is vital.  Your plan should incorporate the fundamental elements of a marketing plan: in-depth marketing research, a clear understanding of your target audience, and a spotlight on your unique selling points.  This blueprint guides your marketing efforts, ensuring they are targeted, effective, and aligned with your business objectives.  Remember, a well-thought-out plan is a roadmap to success.

Launch a Website With Users in Mind

In today’s digital era, a website is your business’s virtual storefront. As a senior entrepreneur, ensure your website is not just a digital brochure but a reflection of your brand’s ethos. It should be easy to navigate, mobile-responsive, and visually appealing to resonate with your audience. This digital asset becomes the cornerstone of your marketing efforts, providing a platform for customers to learn, interact, and connect with your brand.

Learn How to Integrate SEO

Search Engine Optimization (SEO) is a critical tool in your marketing arsenal. By integrating SEO best practices, your website becomes more visible to potential customers. Focus on embedding relevant keywords, offering quality content, and ensuring a user-friendly experience. These steps not only enhance your website’s search engine rankings but also establish your brand as a credible and authoritative voice in your industry. Learn more about content marketing by consulting online resources.

Diversify in Online Advertising

Semrush notes that digital marketing channels offer cost-effective and targeted advertising options. Utilize online platforms to reach a broader audience without straining your budget. Whether it’s social media advertising, email marketing, or pay-per-click campaigns, these tools allow you to tailor your message to specific demographics, increasing the likelihood of reaching potential customers who are interested in what you have to offer. 

Promote Within the Community

Engaging with your local community is a powerful way to build brand awareness. Master the art of attention-grabbing typography and create compelling posters to display in your neighborhood. Harness the power of online resources to design impactful and visually appealing posters. This grassroots approach to marketing not only increases local visibility but also fosters a sense of community involvement.

 Get Creative with Networking

Networking is of paramount importance for businesses as it provides a myriad of opportunities for growth, collaboration, and resource-sharing. It enables businesses to establish and nurture valuable relationships with clients, partners, suppliers, and industry peers. Furthermore, maintaining a robust network can prove beneficial on a personal level as well, as highlighted in the given scenario.

By reconnecting with old friends and acquaintances through tools like search engines and social media, businesses can tap into a wealth of knowledge, potential partnerships, and support from individuals who share a common background or interest. By typing in an old classmate’s name, graduation date, and school in a search engine for a school in Indy, for example, you’ll get quick results with options to reach out to long-ago friends. These connections can lead to valuable insights, referrals, and even new business ventures, illustrating the dual role networking plays in both personal and professional spheres.

Draw in Customers With Freebies

Freebies are universally appealing and serve as a great tactic to draw in new customers while keeping current ones engaged. Providing free products or discount coupons effectively captures attention and sparks interest in your brand. This approach allows potential customers to try your offerings without any financial commitment, lowering their risk. The excitement generated by freebies often translates into word-of-mouth promotion, a highly valuable and budget-friendly marketing method. Incorporating giveaways into your strategy is a smart move for both customer acquisition and retention. 

Encourage Referrals From Happy Clients

Referrals serve as a valuable asset in business growth. Referral Rock recommends motivating your happy clients to share their positive experiences with your offerings with friends and family. This strategy is highly cost-efficient and enhances your brand’s trustworthiness and reputation. The likelihood of individuals trying out your product or service increases when it’s endorsed by a trusted source. Leveraging customer referrals becomes an indispensable component of your marketing strategy. 

Beef Up Your Business Acumen with an Online Degree

If you feel the need to get up to speed with your business knowledge, you should be considering an online MBA program. It provides a comprehensive education in various critical areas such as economics, accounting, corporate finance, marketing, human capital management, strategic planning, and research and statistics. These core subjects equip individuals with the knowledge and skills needed to make informed decisions, analyze market trends, manage finances effectively, and develop and execute strategic business plans.

What’s particularly advantageous is that many MBA programs, including online options, offer flexibility, allowing students to balance work, family, and school commitments. This flexibility empowers aspiring business leaders to continue their professional careers while acquiring the essential expertise required to navigate the complex and dynamic world of business successfully.

These marketing strategies provide senior entrepreneurs with a clear route to achieving business success. By implementing these tactics, you can efficiently market your business, connect with your desired audience, and drive growth, eliminating the need for costly marketing firms. Success in marketing hinges on a deep understanding of your audience, maintaining authenticity in your communication, and delivering consistent value. Adopting these approaches ensures a strong and sustainable business presence in the market.

 

 

 

Facebooktwitterredditlinkedintumblrmail

Arming Your Blog With the 4 A’s

/0 Comments/in , , , , /by


“Use the four A’s – Acronym, Analogy, Anecdote, Alliteration – to catch the reporter’s ear and help the reader remember what you said,” Janet Falk of Falk Communications and Research advises business professionals going to a conference.

Acronyms
While Sharif Khan, writing in the American Marketing Association’s Business Writing Tips for Professionals thinks readers might find company acronyms annoying, at Say It For You, our content writers use acronyms to add variety, presenting information to readers in a different way.

Analogies
Matching our writing to our intended audience is part of the challenge we business blog content writers face. Using an analogy to link an unfamiliar concept to something that is familiar can help the reader better comprehend what we’re trying to say. For example, blogging can be compared to a parhelion (an atmospheric optical illusion consisting of halos of light around the sun, showcasing rather than obliterating the shine). Approaching the same topic in different ways can help your content appeal to different audiences, still highlighting the central message.

Anecdotes
Stay alert for anecdotes about customers, employees, or friends who are doing interesting things or overcoming obstacles. Real-people stories of you, your people, and the people you serve are always a good idea in your business blog. Anecdotes and examples lend variety to the blog, even though the anecdotes are being used to reinforce the same few core ideas.

To demonstrate that you understand the problems the online searcher is dealing with, it can be highly effective to relate how you personally went through the same failure stages. Next best to the business owner or professional relating an “I” experience which drives their passion, is anecdotes and testimonials from employees, customers, or vendors..

Alliteration
Using alliteration (consonant repetition) and assonance (vowel repetition) in blog titles has the effect of making those titles more “catchy”. In a sense, readers’ are both seeing the repetition and “hearing it”. Making a subtle but strong impact on readers is is precisely the focus of our content work at Say It For You is all about.

Content writers, try arming your blog posts with the 4 A’s!

Facebooktwitterredditlinkedintumblrmail