Have you ever written new marketing content and got all excited about how clever or impressive your new product or service is? Or do you think that everyone knows what you do and anything you might have to say will be predictable and boring? The trouble with both approaches is that you’ve forgotten to focus on your customers and think about what they need.
The brutal truth is that your potential customers don’t care about you. They care about themselves and their needs. Here’s why your marketing needs to focus on your customers and how it benefits your business.
It shows your audience that you’re trustworthy
Have you ever had a conversation with someone who could only talk about themselves? It gets exhausting, doesn’t it? You realise that they probably wouldn’t remember anything you said, even if you could get a word in. It’s the same if your marketing leaves your potential customer sitting there going, “So what? How does that help me?” It makes them believe you just want to sell them something, and you’re not interested in what they need. Talking about how your service helps them shows them you care and means they’re more likely to trust you.
It attracts your ideal clients
Thinking about the people you help means you can focus on them in your marketing and use language that resonates with them.
For example, I work mainly with solo business owners. Most have been creating their own marketing content for a while and don’t want to do it anymore because they don’t have time or don’t enjoy it. It’s very different from a marketing agency that offers strategy, copywriting, graphic design, and website development, and the language each business uses reflects that.
It shows the transformation
A new client will usually work with you because they know you can help them achieve a goal or overcome a challenge (or both). Showing a transformation in your marketing helps them recognise themselves and see what you can help them with.
You can use language that shows them you understand where they are now and where they could be with your help. Case studies are a great way to do this, but you can talk about the changes you help people make more generally as well.
It helps you start a conversation
When you focus on your customers, you encourage them to get to know you. It’s great for building trust, but also helps you learn more about the people you serve.
Imagining your writing as a conversation with your customers can make the writing process easier, especially if you’re discussing something you’ve talked about in person. You can imagine yourself having the conversation face-to-face as you write.
It helps your customers take action
When the language you use in your marketing resonates with your audience and makes them feel understood, they’re more likely to take action. They might have struggled with something for a while, feeling that no one understands them or can help. Then, they read your social media post and feel heard for the first time. Or, your post might pop up when they feel overwhelmed by choice, and they buy from you because you’ve shown them you have what they need.
This only works if you’re also very clear about what they need to do next, like clicking a link to buy or book a call.
Ready for a chat?
If you’d like some help creating marketing that sees things from your customer’s point of view, I can help. When you work with me, I’ll focus on your customers while also getting to know you and your business and write content that sounds like the best version of you and that your audience will love. That could be monthly blog posts or articles, social media posts, emails or pretty much anything else you can think of!
Please email me to arrange a chat or book a Zoom call to find out more.
Alternatively, sign up for my mailing list, and I’ll send you a free copy of my eBook with fifty (yes, 50) topic ideas for your marketing as a thank you. It also includes hints and tips to help you structure your posts if you’re currently writing your content yourself.