When’s the last time you really took a good hard look at your website content? Or your brochure content? Or your capability statement? Or any other written content that is inflicted on your customers and prospects at various stages of the sales and service process?
If you’re like most of the businesses I’ve worked with, your content strategy is set and forget – once it’s done, it’s done – it another tick in the box and time to move on to the next job.
But if you’re not updating your online content regularly you’re missing out on opportunities to improve your organic Google ranking.
If you’re not updating your offline content regularly chances are your sales and service people are sending out information to their customers and prospects that’s either not relevant, not current or simply not engaging.
And if you’re not reviewing all of your online and offline content on a regular basis, it’s likely your customers are moving on to an organisation who can demonstrate relevancy in a world that is all about what you can do for your customer.
So how do you ensure you’re having the right conversations with your customers and prospects? How do you make sure that your words genuinely engaging really showcase just how awesome your business really is? Here’s a few tips:
- Keep your message simple – the reason the KISS principle is so well known is because it works. And it’s smart. And it’s a good reminder to keep things, well – simple. Flowery words, overly technical content and industry jargon may make you feel good but they are a real turn-off to your audience.
- Keep your message clear and focussed – ditch the waffle. Never say something in 10 words when 5 will do. Sometimes just understanding your key messages can take lots of refinements but stick with it. Challenge everything you write – it’ll be worth it in the end because you (and the rest of your business) will understand exactly what you stand for.
- Ensure your message is uniquely you – if you can’t articulate your value proposition don’t expect your customers and prospects to understand why they should buy from you. Develop your own voice. Keep your message conversational. Develop a story that’s distinctively you in order to keep your audience engaged.
Above all, believe in your business. Your customers will notice.
If you’d like help keeping your message simple, clear, focussed and engaging, give me a call for a chat on 0400 514579. I love helping businesses showcase their awesomeness and I can help you too.