Tag Archives forbusiness content writing

Business story that sells? Service with a SMILE

I know, I know! I just broke the rules and used all caps in my headline. Sorry about the drama.

 

Naw. Not really sorry. I was treated so very well by a major corporation this week that I have to toot their horn for them.

You know those pesky online surveys? The ones Amazon sellers send you after EVERY. SINGLE. PURCHASE?

I rarely ever fill them out any more. Do you? Just don’t have time for that. However, I broke my “no survey” rule this reason for a good cause. Wanna know why?

Well, my credit card account got hacked.

Some loser started by stealing $40 bucks. Not a big amount, but what else they planned to steal I can only imagine!

I was dreading the tug of war to prove this wasn’t my purchase when I picked up the phone to call my credit card company. Why the dread? My typical life experience with large companies just stinks.

After all, I had recently called the electric company to question charges. They talked down to me — treated me like I was stupid. I ended up having to ask for the manager after the customer service rep downright insulted me.

I am SO done with our electric company! I hate to pay them another dime.  I do pay in full. Writing that check every month? Grrrr….

 

Using major service providers and having few options to switch providers feels like wearing a ball and chain! I’ve already chatted about our former satellite internet provider.

We ended up paying them an extra $400 just to break our contract after almost 2 years of terribly unreliable, expensive service.

No apologies offered ever. No response to my unhappy client letter. Nothing! They simply didn’t care.

We paid to end our slavery. Yep. Don’t even get me started about our medical insurance!

 

When I called Discover, you could hear the friendly smile and concern in the rep’s voice.

She promptly and politely transfered me to the fraud department.  The fraud rep was equally kind and efficient. Instead of treating me like “the customer is always wrong”,  I got the “let’s bend over backwards to fix this for you” treatment! AMAZING!

It was kind of like dining at Chick-Fil-A. “My pleasure.” (No wonder they often have a line around their building.  I also need to eat at Chick-Fil-A once in a while just to prove that average folks can get treated well, too.)

So when that “please fill out our customer satisfaction survey” hit my inbox? Well, YES! Yes, I did.

  • Thanks for treating me like a valued human being.

  • Thanks for actually solving my problem.

  • Thanks for solving my problem promptly and efficiently AND not charging me a gazillion bucks to do so.

Professional service providers, do you offer award-winning customer service?

Are you prompt and polite?

Do you actually provide excellent solutions?

Well, then! Don’t be shy. Send out that customer satisfaction survey email. Put those survey forms by your front desk! Do something!

Folks like me are SO traumatized by terrible customer service, that it’s a relief to have something good to say. Your clients must feel the same way!

That’s what I loved about working at small businesses in the past. Our customer service shone. We rarely had complaints, but when we did, we did our best to fix things! It’s called the Golden Rule.

I’m happy to see large companies also using the Golden Rule. Now that’s “attraction marketing”!

New slogan? “DISCOVER the card that treats you well.” #Discover.

I also noticed Discover employing a very smart marketing tactic — prompt follow-up with request for feedback.

Never got one from my former satellite internet service. Strange?!

For some strange reason, I’m seeing small, excellent professional service providers reluctant to ask for feedback.

What about failing to repurpose and use feedback effectively in your content marketing?

Need some feedback and insight on your content marketing strategy? I can help with that. Try this article on for size. 7 ways to use case studies to grow your business

I offer a free initial content marketing consultation.  I promise you strategy and business content writing with a smile! Call  me — Julia Daniels (443)362-8789.

 

How to create business content that connects with your ideal client

You create great connections in person. How about your business content?

Are you passionate about your product or service? You love to help others. You share your message well face-to-face. But, do you love to write about your business?

What a disappointment when I read business web content that makes me yawn!

Why? I can’t give one good reason to use their services after I read their website. It’s such shame, because I know most businesses care about delivering a great quality service or product.

Fuzzy, unclear web copy is like getting the wrong prescription in your new glasses — you can’t see and those glasses will collect dust!

Your potential client wants to know ONE thing — what’s in it for me? Before you can answer their burning questions, you need to answer this question : WHO is your ideal potential client?

1.) Create a word picture of your ideal client.

What do your current clients look like? Are they your ideal clients?

Small town? Big city?

Deep pockets or tight budget?

Most importantly, what are their specific needs or “pain points” that you can solve?

This is called creating your ideal client avatar. Flesh in as many juicy details as you can.

Young urban professional. Gen X, Y, Z or Millenial? Married? Kids? Home-owner or renter? Sports car or SUV owners? Both, hopefully!

Now hang this up in front of your eyeballs and talk out loud.

Write as you talk. This is time to put on your “Super Business-Person” cape. What would you love to tell your ideal client?

Here’s a brief sample of how this works for me:

My ideal client: a successful business owner or professional service firm/provider who already understands the importance of marketing content and is willing to pay accordingly. They have a budget set aside for marketing. Bing!

They want words that shine, client success stories, warm email marketing, regular blog posts, and web copy “makeovers”.

They let me talk to their clients for them, but will jump on the phone to tell me the latest and greatest about their business. They take pride in their work.

My ideal clients are successful and know they need to delegate their content marketing.

Writing about themselves is hard — sometimes painfully so.
Having an objective outside set of eyes and voice for their business brings much-needed clarity to their business voice.

It’s the power of brainstorming or a mini-mastermind session.

Finding time to create quality content is also painful for them.

Maximizing their time and business productivity is their Mount Everest. It’s a constant challenging climb to the peak!

When they get home, they want to leave work behind, take those weekend trips with family or friends, and let their content do the work while they play! (SUV owners for family trips, and sports car owners for fun, right?)

They “get” it. Words sell for them.

2.) Brainstorm with other business owners.

Get talking! Hone your core business message. Ask your fellow business friends: Do you understand clearly what I do?

Ask them about their business. Find out what makes them shine.In this process you may discover more about your own business.

Next, write like you talk. Write a paragraph. Shrink that paragraph into one short sentence that describes your business in a nutshell. This is your core business offer or message.

3.) Research your competition online.

Do they state their core offer clearly? What do you offer that is different and unique from theirs?

I recently researched the eye doctor I’ve used for the past four years.  The online reviews were dismal! I wasn’t surprised.

I asked questions of his staff. They don’t perform quality control checks on their newly-prescribed glasses. If their lab makes a mistake, no one cares unless the client complains.

When I called a local competitor, I was blown away by how much warmer and friendlier they are on the phone. I would switch eye doctors in a heartbeat if my insurance allowed based on this fact alone.

Maybe you’re small but super-helpful! Get some great client success stories online, pronto!

4.) When you research your competitors online, write down the alternate key words that pop up.

Make a list of all the search terms your competitors rank for. This is one way to find out what your ideal clients are looking for.

Be sure to include these key words in your online marketing content. Your clients can find you and your SEO will improve!

5.) Now talk to your clients.

As you talk out loud, write things down. Look at your client avatar and talk.

Selling insurance, for example? Talk to the hard-working couple just making ends meet. How would their world crumble if either one was killed in an accident with no insurance to cover burial expenses let alone living expenses?

6.) Finally, just ask!

Provide a simple survey for your current clients. Ask them what problems sent them your way.

What are their biggest challenges?

Did your business provide the solutions they were looking for? If not, why?

This survey can be sent in email or as a simple form in your business office.

Some doctors’ offices are using an iPad or a touch screen at the checkout desk for their clients to provide feedback.

The fast food industry has been doing surveys on receipts for a while. It’s an effective information gathering tool.

Get your clients talking to you!

As a bonus benefit, depending on your industry, you can create free, downloadable content for your potential client.

Even a small act of generosity can create connections with potential clients.

After all, our clients all share one thing in common — what’s in this for me?

Feel free to print and share this little guide, by the way!

If you’d rather just pay someone and get your business content written clearly and promptly, I’ll be happy to “talk” to your clients for you.

Helping you succeed with the written word is my business mission! Call Julia at 443-362-8789 or email at julia@marketingcontentsolutions.com  I’d love to chat.