The Importance of Benefits

The Importance of Benefits

“This is fun!!!” my 3-year-old, Jamie shouted, as he looked at me from the passenger seat of a go kart. I couldn’t have agreed with him more, as we swerved and sped our way around a tight track, with the wind blowing through our hair on a late summer weekend morning. Of course, the part of the story that I’m not leading with is how much trouble it was getting Jamie to leave the house. As any parent of a toddler knows, if you want to leave, they want to stay. If you want to stay, they want to leave. You’re also not dealing with someone who’s totally stable. Their behavior is capable of turning on a dime. How do you navigate these troublesome times? Some call it bribery. Some call it leading with the benefits. Maybe it’s a combination of both. “If you’re good, we can do the go karts,” I told him in the moments preceding our trip to the park. “We can go really fast and feel the wind blowing through our hair.” Eventually, he reluctantly agrees to leave the house. He looks at me, unsure he can trust the person who made him finish his green beans the night before. Then he climbs in his car seat, ready to go. That first sentence…”If you’re good…” There’s a note of bribery in there. That’s not the important part for marketers. The second sentence is all about stressing the benefits of the trip. Whether you are a parent or a marketer or both, the importance of benefits is that they sway the argument in your direction. The Importance...
10 Tips for Writing Blog Content Even When You Don’t Want To

10 Tips for Writing Blog Content Even When You Don’t Want To

Let’s face it, blogging and content marketing are not a fast track to getting rich – and consistently writing blog content can be a struggle. Blogging and content marketing require putting in vast amounts of work, and writing when you may not want to. It’s tough to stay inspired when you feel bored or in a rut. It’s tough to make others interested in your business when you’re not finding the subject matter interesting yourself. You’re not alone. Blogging on a regular basis can require a heavy attention to detail that can be tough to muster. Writing Blog Content When You Don’t Want To Consume Anything. Consume Everything – I’m the type of person who reads the back of the cereal box while eating breakfast if there’s nothing else around. It’s important to stay interested in the surrounding world. Keep your head in a book. It can be industry related, or not. If reading isn’t really your thing, try listening to some podcasts or audio books. Find ways to explore new ideas. Challenge yourself and find new ideas. Apply them to your business. Listen to Music – I am extremely easily distracted by my surroundings. This can be anything from the stuff that needs to be done around the house while I’m working from home, to the footsteps over my office. Music helps me focus on what’s directly in front of me. But writing time is not a good time to go exploring new music. Keep to something familiar, and it can help tune you into the work at hand. Everything from Dave Brubeck to the Thievery Corporation has...
10 Strategies to Sell More With Your Marketing Content

10 Strategies to Sell More With Your Marketing Content

While marketing copy should be useful and informative, it can still be used as an effective tool to sell more. Providing value to your customers is always a solid strategy for strengthening your business. Make sure your marketing is focused on helping you achieve your business goals. Here are some strategies to help. How to Sell More With Your Marketing Content Follow Your Marketing Strategy –Have you considered the best ways to reach your ideal customer base? Developing and following a marketing plan can help you stay focused on the future, setting and exceeding your marketing and sales goals for the future. Plan out the number of blogs you intend to write, and where you intend to publish them. Plan out the other channels you are looking to use to spread the word about your business. In an insanely distractive world, it’s a good idea to remain intentional and keep the bigger picture in mind as you are tempted to tinker with the newest blogs, websites and social media outlets. Keep track of where you receive the most traffic, and the most leads, and do more of that.  Reuse Your Blog Posts – Your blog posts don’t have to enter a world of darkness after they have made the social media promotions round exactly one time. Bring paper copies of the ones that answer frequent customer questions as you speak to people in person. With sites like Create Space, it is more feasible to compile them in book form than ever before. You can also schedule older (but successful) posts on your social media channels to keep providing value....
11 Copywriting Tips to Help You Sell

11 Copywriting Tips to Help You Sell

Your face-to-face sales are invaluable, but paying attention to a few basic copywriting tips can take your marketing to the next level. Great copywriting helps you sell when you’re away from the office. It automates your marketing. It can also serve to help your sales by creating valuable resources for your customers to refer to before they buy. Great copywriting becomes a means for adding value to your audience’s life. These B2B copywriting tips can also help if you’re selling to other businesses. Follow These Copywriting Tips to Grow Your Business Understand Your Audience – If you want to write copy that sells more product, it stands to reason that you’ll need to understand the people who are buying it. What problem are you solving for your customer? The better you understand your audience, the more likely you can position yourself as the solution to their problem. Find Your Unique Selling Proposition – What do you do differently than your competition? What unique angle do you bring to the business. In a competitive environment, the customer is going to want to know why they should hire you, and for good reason. Your unique selling proposition serves as your competitive advantage. It always helps to know this and exploit it. Perfect Your Headline – After investing hours into a specific piece of content, it is easy to make your headline an afterthought. But think about this – your headline is the single biggest factor in whether someone will read what you just wrote. This makes it extremely important. So use it to draw people in, and generate interest in the...
7 Essential Steps For Creating Marketing Content That Converts

7 Essential Steps For Creating Marketing Content That Converts

Writing marketing content that converts is a necessary step in any successful blogging or digital marketing campaign. While this type of content creation can help level the playing field, it is not free. Blogging and content marketing are significant time investments. Creating marketing content that converts can be a matter of trial and error, but there are steps you can ensure to give your content a fighting chance. How You Can Create Marketing Content That Converts: Hit People With a Story – Stats and data are good for reinforcing an argument, but don’t really make a framework for people to remember. But if you tell the story of someone who overcame an obstacle and solved their problem, that will be more memorable. Some other paths for a good corporate story include: how you got started in your business, how you solved your own problem and learned to help people with theirs, or any customer success story. If you tell your customer success story, make them the hero. Good blogging and content marketing is not self-serving. Giving your writing a more narrative flow can also help people engage with your content. Ask a Question – Asking the right question can be an incredibly effective way to guide people through your content. The right question will have readers mouthing an answer to it as they move forward with your content. Make it a question they’ve been asking, and reinforce the answer. Examples: Looking for a way to reduce your monthly mortgage payment? Do you want an easy way to increase your productivity? Have you been trying every way imaginable to lose weight? These kinds...
Will Slowing Down Help Your Content Creation?

Will Slowing Down Help Your Content Creation?

We’re all familiar with the hustle and bustle of content creation. You have to stay in front of your customers. You have to create consistent, valuable content to remain significant in the digital world. You have to be creating content aimed at your audience. You have to keep writing. Keep taking pictures. Keep shooting video. Keep making infographics. Produce. Produce. Produce. This is the strategy for content creation in the digital age, right? Yes and no.   Step back for five minutes. Take a look at your recent content creation efforts. How would you rate the quality of the content you are producing? Be honest. Is your content adding value to your audience’s lives? Or is it full of half-baked ideas designed to get your site ranking higher, but not providing any real value? Make sure you can answer these questions before you publish your content. More Content Creation is Not Always Better Producing on volume is not always the best idea. Thinking of a post idea in the morning and having it out the door before noon might be a recipe for publishing an idea that is not fully developed. You’ll have to be honest with yourself as to whether this is the case. Think about it this way. Those of us in the service industry can run into problems when we sell our services on volume. It’s very easy to walk into a situation where you are producing more work and being paid less for it. Develop a Content Schedule  It helps to plan ahead. It helps to know that during June you want to be talking...