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sifat
Feb 16, 2022
In Wellness Forum
The most effective content marketing addresses what your customers care about, not what you care to tell them. Good content that moves the sales needle doesn’t just inform, it builds trust. And, nothing builds trust more than honesty. One of the highlights of my recent trip down to the Social Media Marketing World conference in San Diego was a session with “Sales Lion” Marcus Sheridan. Marcus is a master motivator, and he motivated me to rethink the way we write copy for our clients. Now I’m challenging you to do the same. Man in suit, bent over backwards, with a laptop on his lap, and the words A Different Angle above him. Content Marketing that Addresses the Bad as Well as the Good Nothing builds credibility more than openly addressing potential pitfalls and issues alongside your key selling points. It’s this perceived openness and honesty that builds credibility and commands authority. Openly addressing the negative serves to validate the positive. Think of it like seeing a few mediocre reviews alongside all your 5-star reviews. A few 3-star reviews here and there will only validate the 5-star reviews. Content that Discusses Money, Costs, and Pricing When I go to a restaurant and see “Market Price” on the menu, I know from experience that it’s code for “expensive”. Now I have the dilemma of asking “how much” and taking the risk that I’ll look like a cheapskate when I choose something else, or just crossing my fingers and ordering it. I’ll probably order something else. Why? Because they caused doubt, they’re making doing business with them risky…or at least uncomfortable. Content that openly discusses money, costs, pricing, rates, etc. elevates doubt and moves the conversation forward. You may not be able to address actual dollars, but you can certainly address the cost drivers, and in some circumstances, even provide a range of pricing. If your customers have a basic understanding of your pricing after reading your content, and still pick up the phone, you know that they have somewhat already pre-qualified themselves. Content that is Willing to Turn Customers Away I can assure you that not every customer is going to be a good fit. Avoid the mutual pain and get that out in front. A piece of written content (or a video) with titles like “Are We a Good Fit for You?” or the more intriguing “Who We are NOT a Good Fit For” not only raises curiosity but sets upfront expectations. Customers who recognize that they may not be a good fit may self-opt-out before causing too much damage. Conversely, customers who can visualize themselves as the elite who are qualified to work with you probably have one step down the sales funnel. We use a variation of that on our About Kreative Webworks page, where we discuss “What We’re Really Bad At”. Naturally, we turn that around to what we’re really good at. Video Content that Simulates the Buying Experience The limitation of the Internet has always been the lack of tensile experience, the ability to touch and feel and physically get a sense of your surroundings. No, you can’t touch that garment on a website or smell that food, but high-quality photos and videos that are designed to replace (or facilitate) the buying experience are the next best thing. For example, videos of regular people test driving a car. You may not be behind the wheel, but you can see their expressions and exhilaration. Video Strategies that Move the Sales Needle The 80% Video: Sheridan tells me that 80% of questions consumers ask are the same. Get your sales team together and write down the top 7 questions they get from their prospects. Then create an individual video for each question and put it on the appropriate page on your site. Then “mash” them up into one video and send the video out before every initial sales call. The prospect will already know you before they talk to you, and they’ll already have their most important questions answered. Bio Videos Used with Email: This one’s a gem. Why be satisfied with the typical logo, name and phone number on your email signature when you can embed a video introduction of yourself? You don’t have to re-write Gmail to make that work. There’s a program Philippines Photo Editor called WiseStamp, with free and paid versions that allow you to customize your email signatures on all the major email clients. Add a 60-90 second video talking about what you do, why you love your job, the problems that you solve and maybe something personal. Sheridan says some people get over a 100 video views month. Product/Service Page Videos: This one’s a bit obvious, if not underused. Every product or service page should have its video. Could be a demonstration, consumers using your product or a testimonial. Landing Page Videos: Driving traffic to your landing pages is one thing, getting a consumer to fill out that form is a bit more challenging. Consider a short video to alleviate that uncertainty before they have second thoughts and bounce. The average conversion lift for landing pages with video is about 80%. Alleviate fears: “This is what this eBook is all about, and this is how much you are going to hear from us….” Case Study Videos: Not testimonials. Don’t just talk about what went great, but also what went wrong and how you solved it. Hearing a bit from your customer wouldn’t hurt either. If you do use charts and graphs, keep them simple and large enough to be viewed on the small screen of a smartphone. Who We’re Not Good For: Remember that part about “Content that is willing to turn customers away”? A simple Talking Head video explaining who your service is, and isn’t good for shows confidence and transparency. Besides, reverse psychology is fun.
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sifat
Feb 16, 2022
In Wellness Forum
When it comes to content marketing such as blog posts, web pages, landing pages or email marketing campaigns, many companies fall flat on their faces. And it’s not always because of the quality of the writing, the subject matter or even the content strategy. Perhaps the biggest offender when it comes to writing content that doesn’t get the job done is ego. More specifically, it’s injecting healthy doses of ego into your content that inevitably ends up turning off your readers and ruining the engagement factor. Imagine if you were on a first date or met a new business contact and the other person only talked about himself or herself. How engaged would you be? What is your impression of the other person? Pompous? Arrogant? Self-absorbed? That’s exactly how people feel when they click to read one of your posts or end up on a web page that reads more like a long-form promotional letter than something useful and valuable to them. Ego-driven content contains lots of “we”, “me” and “I” and usually offers little of value to the person reading it. Content written in different color letters, with arrows. Luckily, removing the ego from your content so it is engaging and keeps readers interested in what you are saying can be accomplished by following some simple tips. Here are five that will point you in the right direction: 1. No One Cares About You Sounds a little harsh? Don’t despair, your spouse, your kids Photo Editing Services and your Mom still care about you. But if you want to take the ego out of your content, you need to analyze why people are reading it in the first place. Here’s a hint: it isn’t to hear about how great your latest product is, or how wonderful you are. People don’t care about you when they choose to engage with your content; they care about themselves. They want a problem solved, they want quick instructions, they want a recipe, they want a solution, etc. So, when they start reading about you, there is an immediate disconnect that breaks the trance, and their escape is only a mouse click away. 2. Create an Engaging Title As with any worthwhile task, it’s always best to begin at the beginning. And for your online content that is the title, headline or subject line. That is the first point of contact and often the only chance you have to attract attention and draw someone in. Adding your ego to your title will usually ensure no one even gets into the body of the content. Some effective ways to create an ego-free title include: Rounding up your audience – ‘Attention SEO Experts!’ Promising benefits inside – ‘Get Your Clients to Page One with These SEO Tips’ Numbered lists – ‘5 Ways to Create Blog Posts for Maximum Engagement’ Making it a ‘how-to’ – ‘How to Write Email Subject Lines that Get Opened Every Time’ Asking an intriguing question – ‘Do You Make These Common Content Writing Mistakes?’ 3. Focus on Adding Value Through Your Content Marketing In the book ‘Hypnotic Writing’, author Joe Vitale says you need to get out of your ego and into your readers’ ego. Once you do that, you will only be writing in a way that engages your readers and adds value to their lives. Right from the very start, you should consider how you are going to add value to your prospects or customers and not how many sales you’re going to make. The old Google rule of “useful and relevant” content still holds true. Adding value to every piece of content you create also builds trust. And as you already know, building trust is one of the key components of healthy leads, sign-ups, and conversions. If you can keep your focus on adding value to the lives of the people that will be reading the content, you should be in the clear as far as ego is concerned. 4. Speak Directly to Your Readers I touched on removing the “we”, “me” and “I” kind of stuff earlier in the post, and that’s a big element of ego-free content. In the vast majority of cases, you should write in the 2nd person, speaking directly to your readers like you were having a conversation. Replace the “we”, “me” and “I” with “you” and “your” and people will feel as if you are speaking directly to them. Just envision that one ideal customer or prospect in your mind and have a conversation with them. And once you take care of their ego by presenting benefits and adding value, then you can back it all up with features about your products, services, processes, etc. If you can remember the power of “you” when writing content, everything will start to fall into place. 5. Take Your Time Trying to rush to the finish line and get a sale before you have created and nurtured a relationship has signs of ego all over it. All competent digital marketers are familiar with sales funnels and gradually bringing prospects through a process, but it’s important to take your time within posts and pages, as well. There is always a natural place to wrap up any piece of content, and word counts will vary depending on when that is. Just don’t take your readers by the arm and rush them through to the end of the post so you can finally say what you wanted to say from the beginning. Take your time, follow the guidelines above and you’ll be left with content marketing that is engaging, informative and helps you reach your goals.
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