Aiming Content at Aspirational Appeal

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“Leaders must foster empathy – a deep understanding f the customers’ needs, emotions, and aspirations,” Ali Safaraz, CEO of Pathway Group advises in Britain’s The Business Influencer  Magazine. Knowledge of those aspirations must drive your approach, he explains.

Joel Swenson, writing in the July/August issue of Success Magazine, echoes that advice when it comes to making decisions about incorporating AI. In “Choose Wisely”, Swanson says that not only is it important to decide what data will be used in the decision-making process and how results will be tested, but also to understand the “aspiration”. In other words, what will “success” look like?

“An aspirational goal imagines what could be possible for your organization if there were no limits,” hypergrowthmarketer.com explains. “Even if unmet, aspirational goals can result in incredible achievements.”

To reify is to make something abstract more concrete or real, and, as authors Chevette Alston and Lesley Chapel explain in study.com, reification can turn language abstractions into tangible understanding. One of the challenges we face as content marketers is explaining abstract concepts in the right way. In fact, doing just that makes the difference between business success and business failure.

Over the years of creating content for Say It For You clients, I’ve come to realize, while we’re writing about very real products and services, describing those, not in the abstract, but in a very real sense, we can go “further and deeper”, aiming for the aspirational, introducing possibilities for utility and wellness readers hadn’t ever considered.

What I believe content writing is really about, I explain to business and practice owners, is providing those who find your site with a taste of what it would be like to have you working alongside them to help with their challenges and issues. You want to broaden their field of vision for what can be accomplished, given the right tools and the right advice.

Content marketing can be more, much more, when content is aimed at aspirational appeal.

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A Taste of Wine and Content Cues

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This week’s Say It For You blog posts are inspired by items in issues of Wine Spectator which I think offer clues to the most attention-grabbing and impactful ways of marketing a product or service through content……(Today’s quotes come from the March 2024 issue of the magazine).

Using unlikely comparisons
Looking for an acoustic guitar, Bruce Sanderson writes, “It occurred to me that tone woods are to an acoustic guitar what grape varieties are to wine.”

Turns of phrase catch readers by the curiosity,” I realized years ago. Putting ingredients together that don’t seem to match is not only an excellent tool for creating engaging marketing content, but also a good teaching tool. Going from what is familiar to readers to the unfamiliar area of your own expertise, allows your potential customers to feel smart as well as understood.

Introducing “insider” terminology
If you’re a wine lover, you’ll want to check the UGA on the label, pinpointing the region in Italy from which the grapes originated..The designation is brand-new, with 2024 vintage wines the first to be allowed to display the “credential”,  Alison Napjus explains…

In marketing content, once you’ve established common ground, reinforcing to readers that they’ve come to the right place, it’s important to add lesser-known bits of information on your subject, which might take the form of arming readers with new terminology, serving several purposes:

  • positioning the business owner or professional practitioner as an expert in the field
  • adding value to the “visit” for the reader
  • increasing readers’ sense of being part of an “in-the-know” grouphttps://www.sayitforyou.net/using-tidbits-of-information-in-blogs/allow-me-to-introduce-new-terminology

Using the power of story
“When I was embarking on my first trip to Europe as a young trumpeter, the great saxophone player Ben Webster pulled me aside and gave me some of the best advice a 19-year old who had never traveled outside of the country could ever receive: “Wherever you go, eat the food the real people eat.”

In creating content for business, I recommend including anecdotes about customers, employees, or friends who accomplished things against all odds. That shifts the focus to the people side of things, I explain to clients, highlighting the relationship-basedaspects of your practice, plant, or shop.

Educating prospects and customers
“In 2019 the Guigals opened their wine museum in Ampuis, which introduces visitors to the history of vineyards and winemaking in the Rhone dating back to Roman Times.”

Content writers need to include information that can continue to have relevance even months and years later, material that is evergreen and which adds to readers’ knowledge of the subject.,

While becoming a wine connoisseur may be furthest from your mind, these “sips” from Wine Spectator can offer valuable insights for creators of marketing content.

 

 

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In Your Post, It Pays to Explain Why

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This week, my Say It For You blog posts were inspired by speaker and humorist Todd Hunt…

 

Both signs outside a store convey essentially the same message – but do they?

  • Sign #1″ No dogs allowed!
  • Sign #2: Unfortunately, the Chicago Health Department will not allow us to have dogs in our shop.”

In content marketing, calls to action (CTAs) often use imperative verbs. Why? To provoke readers to take immediate positive action, from requesting further information to actually signing up for a newsletter, to actually making a purchase. The CTA aims to create a sense of urgency around the offer.

But, just as Todd Hunt demonstrated, the “No dogs allowed” sign is a big turn-off. 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. Because the second sign answers the “why”, it overcomes resentment and skepticism, Todd Hunt explains.

Some of the answers web visitors are going to need include:

  1. Why me?  Why did you target this particular market?
  2. Why you (the author)? What is your expertise and experience?  Why do you care?
  3. Why this (the offer)? What are the specific solutions you provide?
  4. Why now (the urgency)?
  5. Why this price (the value)?

Even more important, we teach at Say It For You, can be explaining the reasons behind your policies, your way of “running your shop” as compared with others in your field. There’s one caveat – while you want to compare your products and services to others’, it must be done in a positive way, explaining why: We offer…..We believe…. We value…….  Rather than devaluing other companies’ products and services, stress the positives about you and yours.

In store window signs and in blog posts, explaining the “why” can make the difference between a turn-off and a turn on!

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“That’s Just It” Blogging for Business

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“You know what descriptive writing is, The Writer’s Resource authors Day and McMahan say. “It makes you smile or sigh, brings tears to your eyes, makes you say to yourself, ‘Yes, that’s just it'” Good descriptive details are welcome in almost any kind of writing, they add. “Amen to that”, we believe at Say It For You. Blog content writing might be high-quality and informative and still not engage with readers, absent the kind of personal connection that gets prospects emotionally involved. Even in B2B marketing, there’s always a person saying “Yes, that’s just it!” who will be key to doing “a deal”.

But how is it done? You don’t need to add a slew of words to a page to achieve impact, Day and McMahan suggest, just the most specific ones. You feel terrible about something? In what way? Are you humiliated, guilty, fearful, frustrated, sickened, sad? Consult a thesaurus if you need help narrowing down the word choices to find the “That’s just it” way to express your idea, they advise. In blog content, emotional “capital” can include biographical stories showing problems solved or narrowly avoided in the course of building the business or practice and evocative descriptions of situations solved by using the product or service.

To put power into business blogs, use “close-ups” for emotional connection and impact, because it’s the details that stimulate emotional responses in readers. In fact, blog posts have a distinct advantage over more static traditional website copy precisely because of that close-up effect. And the “closer up” the focus, (and that goes for business-to-business blog writing every bit as much as B-to-C), the greater the impact. Introduce real people into the content, helping each find “That’s just it” words to convey their thoughts to readers:

  • real employees delivering the product or service to the public, portraying them as real people with real lives of their own, dealing with real frustrations, but who take real pride in their work
  • real business owners who overcame real hurdles to launch and to continue growing their business
  • real customers who have been helped in real ways

“Advertising is ubiquitous in modern society, and while many people have some understanding of the power it wields over our everyday choices, few realize the subtle nuances of advertising that cause it to be so effective,” formationmediaco.uk writes. “The power of an advert becomes that much stronger when it is personally attached to your own daily life…Understanding how to use language in adverts is a skill in itself and you’ll know when you get it right; the customers will come flooding through the door.”

Descriptive writing with “that’s just it” words can make them smile, sigh, and hopefully – buy.

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