internet-marketing-mazexofh

Friday, November 2, 2007

Is Your Content Actually Connecting?

The written word is king of the marketing hill these days. Between the intangible nature of services and the intangible marketing challenge known as the Internet, having content that increases interest and drives sales is a service firm imperative.

When selling services, content is your "free sample," the equivalent of the people in supermarkets giving out little cups of various kinds of food products for you to try before you buy. OK, well, maybe not exactly like that, but thematically the same. Your content conveys your company's personality (known in more stuffy business circles as your culture) as well as your expertise, which are both part of the criteria applied by prospects when making buying decisions.

So here's the question that constitutes the title of this article: Is your content actually connecting? You can have loads of articles, white papers, web pages, and email messages, but if the words in those pieces aren't making a strong connection to your market, all that content is worthless.

Here are some suggestions for creating connections with content:

Be context specific. A piece of content needs to talk to a specific audience at the right level. If you market to financial advisors, for example, assume that your reader understands the financial planning field at least at an intermediate level if not higher. Don't write "Finance 101" stuff for these folks. If, on the other hand, you are a financial advisor selling your services to small and solo business owners, assume that your reader is knowledge-deficient in the exact areas where you shine. Content for the first group would be way beyond the second set of readers, while content for second set would bore if not insult the first group.

Write like you talk. Said another way, write like your company talks. The style, voice, and tone of your content will be very different if you have a more informal "shorts and t-shirt" way of doing business than if you are operating out of an urban high-rise and "dress for success" in designer duds. Keep your language and style consistent with how you want to be perceived.

Stay away from the third person. Use first and second person in your content. If the piece is authored by one person, as with an article or a white paper, use first person singular; if the speaker is the company, use we and us. Talk directly to the reader using you and your.

Be inclusive and at the same level. Involve your reader. Instead of saying "if one looks at this situation," say "if we look," or "let's look." And instead of being instructive or positioning yourself as the guru on the mountain, stand next to the reader. "The challenge we face is..." is far more attractive in the reader's mind than "the challenge facing you is..." Avoid potentially condescending or patronizing phrases like, "You need to understand..." or "It should be obvious that..."

Finally, be passionate. We are all passionate about what we offer, and we need to be proud to show it. I, for example, think that good, authentic content will pave the way to quality relationships with great customers. That's why content is a practice all by itself at 4R, why I talk about it so much, and why I enjoy creating the right content for my clients.

Trish Lambert (http://www.trishlambert.com), principal of 4-R Marketing LLC, is an experienced marketing consultant and creator of the 4-R Marketing Model?for service businesses. Very much a "non-conformist" in the marketing world, Trish produces measurable results with marketing that drives revenues for her customers.Business Home Make Money Opportunity Work
Adsense Adsense Adsense Google Make Money Profit
From From Home Home Make Make Money Money Online Online Onlinedealsspotter
100 Make Money Ways
Credit Easy Make Money Online Way
Adsense Adsense Adsense Google Make Money Profit
The Sedona Method
Brain Based Biz Use Your Brain In New Ways To Control Anger Propeller
From Home Make Money Uk
Stress Management Anger Management Ala George Anderson
casino game
Smoking May Raise Psoriasis Risk Cbs
Domestic Violence Attorneys Domestic Violence Lawyers
Can Make Money Online
Anger Management Training Minnesota Bloomington Duluth Minneapolis And Saint Paul
Adult Web Site Make Money
Easy Ways To Make Money On The Internet
Why Should I Quit
Affordable Counseling Anger Management Denver Boulder
Make Quick Money From Home
Best Way To Quit Smoking Stop Smoking
online casino free bonus
Easy Make Money Quick Teenager Ways
Estate Make Money Profit Real Rehabbing
Quit Smoking Benefits
Hypnosis May Help Patients Quit Smoking More Effectively New
Anger Management Resource Directory About Us
Cheat On How To Make Money An Runescape
Why Quit
3 Make Money Quick
Anger Management Activities Middle School
free casino game
Make Money Stock
free casino
Anger Management Training
Amazon Com Anger Management For Dummies For Dummies Series Books W Doyle Gentry
Ways To Make Money Online At Home
Izzie George Callie This Is Where It Hits The Proverbial Fan Houston
free online casino
Anger Management Workshop Collin County Sign Up Form And
Make Money At Home
make money online auction
Make Money Fast Computer
How To Stop And Quit Smoking On Squidoo
Business Home Make Making Money Money Online
Make Money Now At Home
Easy Make Money Quick
Anger Management Training California Los Angeles San Francisco
Behavior Interventions And School Improvement Articles
Best In Make Money Runescape Way
Earn From Home Make Money Money Online
Estate Make Money Profit Real Rehabbing
Why Anger Management Worksheets For Kids Work Propeller
Angerage Com
Make Money Online Canada
Free From Home Make Money Work
Best Home Make Money Online Opportunity
Program Details For Adult Anger Management Therapy Group
Make Money From Home On The Internet
Make Money Advertising On Your Web Site
make money doing survey
Anyone Can Make Money Online
casino game
Quitnaturally4good The Best Way To Quit Smoking Ever
Why Quit Smoking 3 Reasons Why You Should Quit Smoking
Land Of The Free Home Of The Fat The Beacon
Creative Ways To Make Extra Money
Classroom Management
Anger And Anger Management
Superintendent Finalist Talks Tough R
Make More Money Fast
Anger Management For Teens And Adolescents
Anger Management Long Island Business
free online casino
Allen Carr The Easyway To Quit Smoking
Business Business Forumshere
casino slot
Make Money Penny Stock Trading
Home Internet Make Money
Make Money Online Reliable Ways
Business Idea To Make Money
Anger Management Toolbox For Parents
Anger Amp Stress Management
Learn How To Make Money Online
First Full Day In Space For Melroy R
It S My Life Parents Teachers Dealing With Anger Resources
Business From Home Internet Make Money Site Site
Can Fast Kid Make Money
Ellen S E Mails Reveal Truth Behind Tears For Iggy
free casino game
Anger The Benefits And Strategies Of Anger Management
Affiliate From Home Make Make Money Money Online Online Onlinedealsspotter
best online casino
Make Money On Stock
Internet Make Money Surfing
online casino
Internet Hobby That Make Money
play casino online
make money ways
Hope Amp Faith Anger Management Tv Com

Oct 17, 2007 Oct 18, 2007 Oct 19, 2007 Oct 20, 2007 Oct 21, 2007 Oct 23, 2007 Oct 26, 2007 Oct 28, 2007 Oct 30, 2007 Nov 1, 2007 Nov 2, 2007 Nov 4, 2007 Nov 6, 2007 Nov 7, 2007 Nov 9, 2007 Nov 11, 2007 Nov 13, 2007 Nov 16, 2007 Nov 22, 2007 Nov 23, 2007 Nov 28, 2007 Nov 29, 2007 Dec 16, 2007 May 27, 2008 Jun 1, 2008 Jun 7, 2008 Sep 19, 2008 Oct 7, 2008 Oct 12, 2008 Oct 28, 2008 Nov 3, 2008 Nov 8, 2008 Nov 15, 2008 Nov 22, 2008 Feb 17, 2009 Mar 4, 2009 Mar 24, 2009 Jun 29, 2009

Powered by Blogger Templates