How do we market our businesses without being either of these?
There’s a fine line we have to walk when it comes to content. If we keep the idea of quiet confidence in mind, it can help us avoid falling one way or the other. So let’s look at some techniques that can work as guide ropes for us.
- It’s the customer, dummy! I’ve said it before and I’ll say it again (until I’m blue in the face if I have to), it’s what the customer needs or wants that’s important. We can have the niftiest product or service the world has ever seen, but if the customer doesn’t need or want it, it is all for naught.
So, go from, “This is the greatest thingamajig you’ve ever seen!” to “This is how our thingamajig can make your life better.”
- Headlines matter. Those bold snippets of information grab readers and draw them into the actual content. Great headlines are hard to write. Don’t get too cutesy or clever, and never leave a grammatical error. Headlines should cause folks to keep seeking more.
- What we say is important. Flashy animation and pretty designs are great, but it all comes down to the information and how we offer it to our readers. If what we say isn’t clear or doesn’t meet the readers’ requirements, we get nowhere.
- So are looks. Although what we say is vital, the way things look is also important. A pleasing or interesting layout that highlights our content is what we should strive for as well as ease of use for the reader.
- Get the right attitude. Remember, we want to be quietly confident in how we approach potential and current customers. We all know people who are constantly telling us about all the people they know and all the great things they do. They’re rather annoying and actually come across as a bit desperate. On the other hand, the people who state things with confidence without feeling compelled to be the brightest star in the sky are the ones we tend to gravitate toward and trust.
- Change is constant. If we try something and it isn’t working, we must analyze the problem and adjust what we’re doing. Nothing is written in stone; everything is open to revision.
- Content needs nurturing. One of the biggest mistakes people make is to set up content then leave it alone. Our content is our relationship with our readers, customers, and prospects; it needs maintenance to retain the connection.
These are a few things we need to keep in mind when we’re marketing ourselves, our services, and our products. I’ll investigate each of these in more detail in my Monday posts over the next several weeks, so stay tuned.
What do you think of these points, and how do you deal with them?