You hold an undeniable amount of passion for the product or service that you offer the consumers in your industry. You know every aspect of that product or service like the back of your hand. Highlighting the benefits and features in a verbal conversation feels like second nature to you. Yet when it comes to presenting that same information in written format for a marketing piece, everything falls apart. It’s almost as if your mind goes blank and you can’t find the right word combinations to show your target market audience the inherent value that your product or service contains.
Struggling to create marketing content is not uncommon yet it can be problematic. Potential customers need to have a clear understanding of the marketing message you create otherwise they will move on to your competitor to see what that company has to offer. Having the ability to write clear and concise marketing content extends beyond reaching potential customers. It also gives you a competitive advantage at becoming an authoritative figure within your industry as well.
Here are 5 crucial tactics that will help you create effective marketing content.
#1: Talk to Your Audience
You can be the greatest writer in the world but if your words fail to resonate with the audience reading your content, nothing else matters. For that reason it is essential that you talk directly to your audience when writing each marketing piece that you publish or use for promotional purposes. Failing to do this results in you writing general marketing content that doesn’t have a specific focal point. Your audience easily becomes lost in your overall message and loses interest in what you have to say.
You can avoid this by imagining you’re having a conversation with a customer and then work to capture those words in writing. Envision your ideal customer as if this individual is standing right in front of you. Pinpoint the key target demographics for this person such as age, gender, buying habits and educational level. Give this person a name and then write your marketing content using a ‘you-orientation’ approach. That means using the word ‘you’ as often as possible so the reader feels as if you are directly speaking to her. With your audience member in mind it’s time to direct your attention to the content quality.
#2: Be Concise
The main objective of your marketing content is to be clear and concise in what you have to say. That means delivering your message in as few words as possible so that your audience is able to grasp your message without feeling overwhelmed. Aim to create sentences that are within 14 to 16 words or up to 25 words at the most. Anything over 40 words per sentence will have your audience tuning out long before they approach the end of a sentence.
You have several options for creating sentences that are the ideal length. One is to use a semi-colon ( – ) to break a long sentence up. Using a comma ( , ) when appropriate helps the reader take a brief pause before moving on to the remainder of a sentence. You can also create several smaller sentences that effectively break up a longer sentence. That makes it easier for your audience to read without losing focus on the overall message. Keeping the verbal conversation flow in mind should help you create effective sentences and work to keep the content simple.
#3: Aim for Simplicity
As you are writing your marketing content remember that you aren’t trying to impress anyone. Your audience is tuning in because they like who you are and the information that you have been sharing with them up to this point. Therefore, you want to avoid using language that is unfamiliar to your audience. Now is not the time to fill your content with complex industry terms or acronyms. Doing so will just leave your audience scratching their heads and reaching for a dictionary as they try to figure out what you are trying to say.
Think back to the verbal conversation you are having with that ideal customer. Pay attention to the words that you speak or that the individual speaks throughout that conversation. These are the types of words that you want to use in your marketing content. An easy to understand phrase that is familiar to your audience will resonate a lot more than a complex sentence featuring industry jargon that no one, yourself included, understands. Keeping the content on a casual, conversational level will help you address the product or service benefits as well.
#4: Focus on the Benefits
The product or service that you offer is something near and dear to your heart. For that reason, you likely have a number of statistical facts or research highlights that certainly captures your interest. However, your audience may not feel the same way about that content. Addressing these points in your content will fail to resonate with your audience, which means your message will never prompt them to take action with your company.
Instead look at your product or service from the perspective of your ideal customer. Think about the available benefits that product or service contains. Make a note of what attracts you to the product or service and write your content from that viewpoint. Doing so ensures you are placing a spotlight on what your audience wants to learn as they read your content. It also works to give them a point of connection with your content as they can envision how it helps to solve an issue they are facing. Taking a friendly approach with your content helps build that connection as well.
Write marketing content in a way that addresses solving a problem your audience faces
#5: Be Friendly
Nothing will turn your audience away from your marketing content quicker than you taking a professional approach to the conversation. You are not speaking to a roomful of colleagues at a conference or holding a staff meeting in the office conference room. You are trying to attract the attention of your target market audience. Therefore, your marketing content needs to take a friendly, conversational approach. By taking this approach, your audience finds your message easily relatable. They also feel comfortable approaching you with additional problems or issues they are facing.
You can accomplish this by writing your content and then reading it out loud. When done correctly, the content will sound similar to a verbal conversation you would have at a cocktail party or customer appreciation event. If the conversation sounds formal or doesn’t easily flow out of your mouth, it’s time to go back to the drawing board. Then start back at reading it out loud and keep repeating this process until your marketing content sounds friendly and inviting.
A Final Thought
Creating effective marketing content is a struggle for most business owners. You can have a verbal conversation with a customer all day long and never feel awkward or uncomfortable. Yet the moment you sit down to write some marketing content it seems as if you are facing an insurmountable task.
The next time this happens, take a deep breath and remember the 5 crucial tips you learned in this article. Keep your message short and sweet, be friendly and use words that your audience already knows. Then release that message to your audience, prompting them to take action with your company as a result.
Would you like to receive more marketing tips, advice and resources for your small business? Join my mailing list now and get 10 FREE marketing ideas that make your business more competitive today!