As content hungry and time poor people today, we HATE being sold to when we are not ready for it. If you are like most people, you probably prefer to do your own research and meander your way through the customer journey before opening your wallet. So if your content strategy doesn’t take this into account, you may risk going for a sales pitch too early and losing your potential customers.
“Write so well you earn the right to “sell” to a reader”
Avoid the agressive sell too early
Imagine getting comfortable at home, you just put your feet up and begin to relax, until the doorbell rings and its a strange salesman at the door with a suitcase full of things you do not need. To your customer, being “sold to” during a content piece is likened to manipulation – not the impression you want your brand to be making!
So, how do you find the right balance within your content? By understanding more about your customer first.
We are modern customers now!
The abundance of information at our fingertips has caused people to evolve. They are empowered and well informed about their own buying decisions. They hate ads that pop up, disrupt or push them in directions they don’t want.
Good rule of thumb is this:
Your customer has to see how your brand and product is relevant in their lives before they pay attention and take action.
Do not forget what your customers are like, your content must be generating the value you’re offering and let people make the connection, rather than forcing a transaction.
So, while you need to have a sales-esque angle in your content, it is a fine line that must be carefully approached by copywriters when producing content. Blogs are perceived as a safe place for information seekers and in a way they should be.
The content marketing rule: Inform to sell, rather than just sell
Lets be honest here, Copywriters produce content to engage customers and make MONEY – it is business after all. However a much better approach is to produce content that informs to sell, rather than to just blatantly sell.
The objective? Be an opinion leader on your desired topics, so that when potential customers are seeking relevant information, you’re the one answering them. This puts you at the forefront when they go to make a buying decision.
In the years past, it was about forceful convincing. Now, its about superior customer service with the aim that you gain a piece of your segment’s precious attention.
Why is quality content effective in reaching people?
Blogs and other similar content are effective today because they create a high-quality touch point, as well as an authoritative relationship with a prospect that no other marketing collateral can match.
In addition, the nature of blogs reveal your brands personality more so than boring corporate communications – This gives followers an opportunity to relate to you and in turn like you.
It’s these crucial elements that can sway a potential customer to your side, which is the strategic direction behind the content piece. The intention behind a blog post is to provide a person with valuable information in order to earn their attention. We as Marketers and Content creators must provide the customer with exactly what they want, when and where they want, and the award is being on their radar.
Why copywriters do what they do
Brands are vying for the precious attention of the customer, in order to do that, high quality writing must be produced to engage your audience. Your aim should be to win a consumers valuable time and convert them into an advocate by offering superior value and customer service.
People only feel “sold” to when conversion tactics seem dishonest and arouse discomfort due to high-pressure. But as a content writer, you are still selling a message, and people really do enjoy buying, but only when they are comfortable.
Want to learn more?
If this article has provided enough value to you and we have gained your attention, then come to the Copy writing and Content Strategy Workshop with award-winning copywriter, Christopher Melotti as he takes a deep dive into all things content strategy and copywriting – It is an event not to be missed!
About the Author:
Christopher Melotti is a Marketing, Social Media and Copywriting aficionado who lives by the motto “Continually challenge, consistently grow, constantly humbled, confidently show.” He owns his own Copywriting and Marketing consulting business, Melotti Media, where he works with a wide range of clients from Insurance, to Real Estate, Agency, Web Design, Logisitcs, Financial and many more. He also runs TheCopywritingBlog.com.au, is a published author, and won the Chief Marketing Officer (CMO) of the Year award in 2017