Tag Archives forCase studies

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.

 

 

 

 

 

 

3 ways to warm up your chilly b2b content

b2b case studies, white papers, and success stories

Ever wonder if your web content, white papers, and case studies even get read?

I’ve been browsing through some technical and mechanical white papers and case studies from a variety of companies lately. Surprisingly, sometimes it’s like chewing on that dried up corn you see in my photo. Unsalted. Bland. Hurts the teeth.

Even an engineer might get bored stiff reading some of this cold, dry material.

Now companies need to offer content about detailed technology systems. You offer expensive and specialized equipment.  Your buyers want and need to read this content to make their informed decisions for the good of their company.

So if you offer a great solution, you need to grab their attention, and make your solution shine!

What makes for downloadable, readable content? Here are three tips for readable case studies and white papers.

  1. Add bold headings. Simple, really.

    The company’s decision makers will want the details in a format they can skim. They are super busy people! What are the key features or benefits for the buyer? Make them pop! Then the readers can home in on the details that truly matter to them.

  2. Leave white space. Crowded pages with all the same font size is hypnotizing. Boring!

  3. Use infographics and pictures. Show off that shiny piece of equipment. Give close-ups of the bells and whistles.

    Investing in some graphic design is sure to net you more business. More content read, more buyers move into your sales funnel. Infographics are eye candy to an educated reader. Put your data to good use and dress it up to sell!

Here’s an extra tip for good measure. Insert a mini case study into your white paper.

Use client quotes in bold print highlighted. A “pull quote”!

Highlight their remarks about the problems they were facing. Then bring out the rest of the story. Here’s where your solution can soft sell your client.

No sales pitch. Just a satisfied, happy client story. Don’t make bury it so deep you have to be a super sleuth to find the solution, though.

Keep the detailed, quality content, but highlight the goodies.

Make your content warm and tasty.

You’ll have readers coming in to cozy up in front of your ten page white paper in no time.

Why the sunflower logo?

I know, really! It isn’t your ordinary business theme, is it?

Sunflowers rank high with me.

Sunflowers, to me, equal uncommon, high-value success.

From one lone packet of seeds planted in 2007, I have had an ongoing crop of sunflowers. Every. Single. Year.

They grew and thrived in sandy soil many other plants could not endure. Optimistic persistence!

The year my husband’s beloved grandmother died, my sunflowers generously supplied a full, lush bouquet for her.

Their shining faces reminded us of the beautiful gift of life.

Sunflowers create warmth and connections with others. I cannot tell you how many blooms I have given away.

Sunflowers naturally dominate their whole landscape with great generosity and beauty.

Little creatures are fed.

Toxins are cleaned up.

From the Farmer’s Almanac (farmersalmanac.com, June 11th, 2012), Sherie Blumenthal states:

“The sunflower is one of many plants that are now known to aid in “phytoremediation,” a process that employs various types of plants to remove, transfer, stabilize, and/or destroy contaminants in the our soil, water and air. Compared to other cleanup methods, such as soil excavation or pumping polluted groundwater, phytoremediation has become a clean, cost-effective and environmentally-friendly way to reclaim and reuse land that has been tainted by poisonous chemicals and heavy metals.”

Business can be a highly toxic environment. Stress induced by a high-pressure atmosphere. Negativity. Poor economic performance. Chaos caused by disorganization. Terrible customer service.

Sunflowers always give back.

Copywriter, sunflowers — what’s the point here?

Benefit-focused copywriting!

  • Serve up success to others with your powerful communications — web copy that grabs your readers’ attention.
  • Shine the light on how you can help your client with the best possible words. Clearly state the value you offer.
  • Warm up and brighten your business atmosphere by creating personal connections. Regular email communications with your current clients build long-term relationships. I still read emails from companies that have served me well in the past!
  • Grow some love for your company by cleaning up communication toxins. Don’t leave your clients unsupported. If you tantalize but don’t deliver the promise…Well, that’s some business poison.
  • Give them clear-cut, reliable information about your product or service.
  • Share your success stories — true stories of real people and specific ways you solved their problems. Someone is certain to need your business solution.

Communicate clearly. Grow. Give. Succeed.

Sunflowers = Success

Homepage

Attention Professional Service Providers, Solo Professionals,  and Marketing Directors!

Can your potential clients see what you have to offer in three seconds or less?

If not, you need a copy makeover!

Words with focus and clarity will grab your reader’s attention and keep them on your website. Great graphics help but powerful words win the day.

Maybe you just have ONE too many projects on your desk right now.

You need a copywriter who is timely and dependable — something my clients love about me!

Need to grow those client connections?

A weekly or monthly email communication builds relationships.

Whether you need original emails or would like to write the first draft yourself, I will be happy to help with the writing process.

Speaking of building relationships with your clients

If your clients are over the moon about your products or services, let me ghostwrite their testimonials, success stories, and case studies. Happy client stories do the selling for you!