Tag: blog writing

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Want to create engaging content? Look at your numbers

Engaging content is about more than words - you need to look at your numbers too.

You might not think words and numbers have much in common, apart from co-existing on a school curriculum. However, your analytics can tell you a lot about what content is striking a chord with your audience and helping you achieve your business goals. Here’s my guide to help you look at your numbers and write engaging content.

Plan your business goals

I’m not going to tell you how to set business goals. For one thing, it’s not my department. For another, your version of success might look very different from mine. However, when you’ve decided what targets you want to hit next year, think about what your marketing needs to do to achieve that. Do you need to reach more people, improve your social media engagement or increase your email subscribers? Knowing where you want people to go helps you focus on the right platforms.

Look at your numbers

You can use your marketing analytics to work out what’s working in terms of the marketing platforms you use and the type of content you create. Reviewing your numbers helps you see what’s working so you can do more of it or tweak things to test a different approach. When you talk about your business, some posts get a better response than others, often due to the language you use.

Remember that what your audience responds to can change over time; regular reviews help you stay up to date.

Think about keywords

I’m hearing more marketing professionals say that SEO is getting less effective. While that’s probably true, there’s still a place for it. Google is the first place many of us ask questions, and if you offer a service in your local area, there are still plenty of people searching ‘service + town’.

So, look at your website analytics. What keywords attracted the most visitors? Where did they go next? Did they leave or visit another page? Look at keywords, but think about the customer journey, too. When people land on your website, what do you want them to do next?

Are your sales pages working?

As the name suggests, sales pages focus on selling one product. Everything on there should be targeted towards persuading someone to decide to buy. If you’re getting lots of visitors but not many sales, look at your language. Does it help your customers understand how buying from you will help them? Does it focus on their needs or your product? If you have some sales pages that work while others don’t, compare the words. Spotting the differences can help you update existing pages to improve their performance.

Social media engagement

If reaching your goals means getting more eyes on your content, look at your social media reach and engagement. Reach is good as it means the algorithm shows your stuff to more people. When your followers engage with a post, it’ll also start showing your posts to more of their friends.

Check your analytics to see which posts got lots of reactions and comments. It shows that the post struck a chord and that you used engaging language. You can create more posts with similar subjects and analyse your tone of voice. Are you using a different style on different posts, and how does that affect the response?

If you want to write engaging content that lets your customers get to know you, I can help.  I’ll write blogs, posts, emails and whatever else you need to engage your audience and encourage them to get in touch. If you’d like a chat to find out how it works, you can book a call here.

Or, for regular writing tips straight to your inbox, sign up using the form below. I’m a vegetarian so I hate spam and I’ll never share your details with anyone else.

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How to talk to your audience at Christmas

How to talk to your audience at Christmas whether they're relaxed or stressed out.
Image by Julie Grant Photography

No matter how you do marketing for the rest of the year, Christmas is a little bit different. The way your audience is feeling will probably change. They might have warm and fuzzy feelings, be completely stressed out, or even a combination of the two. Even if your business has nothing to do with Christmas, the language you use in your marketing may need to shift to reflect that. Whether you’re aiming for Christmas sales or New Year bookings, read on to discover how to talk to your audience at Christmas to make it happen.

Be emotional

There’s no getting away from it; Christmas makes people emotional. That means you get to use emotion in your marketing because it’s more powerful this time of year. Knowing how to talk to your audience at Christmas means understanding how they express emotion. You might have customers who wear their heart on their sleeve, are a bit more reserved or just hate the whole thing.

They might be stressed because they love Christmas but feel the weight of expectation is too heavy. Speak to how your audience is feeling, and your content will resonate.

Keep it short

You can make an exception for blog posts; otherwise, keep your content short and snappy. You’re speaking to people who either have too much to do or can’t be bothered but know they’ll be in trouble if they don’t buy at least a few presents. No one has the brain space for long social media captions.

Write short and snappy tips or gift recommendations, and your audience will be much more likely to read them.

Make your audience smile

Laughing is good for you. It reduces stress and helps you sleep better, so it’s the ideal antidote to Christmas stress. Even if you don’t have a Christmassy business, you can still give your audience a giggle to make them feel better. Even cheesy cracker jokes can help people bond over a collective groan.

Alternatively, post something calm to let them stop and relax for a couple of minutes.

Be direct

Keeping your posts short is great, but it’s also important to be direct. Tell your customers if a product is the perfect gift for their mum or someone who wants to make their garden more environmentally friendly.

A quick tip like “Here’s something you can do in less than 5 minutes to deal with X” will show your audience how helpful you are and win you new fans.

Show your personality

OK, this applies all year round, but it works really well at Christmas. You might be the sort of person who loves everything about Christmas, which probably means you want to attract customers who feel the same. Alternatively, you and your customers might enjoy Christmas but still feel stressed. There’s loads of preparation to do, and even the nice things, like the school carol concert, involve a full-on diary juggle.

Don’t worry about what people expect of you. Be honest about how you’re feeling, and you’ll attract customers who feel the same.

If you want to write engaging content that lets your customers get to know you at Christmas and all year round, I can help.  I’ll write blogs, posts, emails and whatever else you need to engage your audience and encourage them to get in touch. If you’d like a chat to find out how it works, you can book a call here.

Alternatively, for writing hints and tips straight to your inbox every month, sign up for my mailing list using the form below. You’ll get a free copy of my eBook ‘Stop hiding your business’ as a thank you from me. I’m also a vegetarian, which means that my business and I are entirely spam-free!

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Digital product marketing: the basics

Working out how to do digital product marketing

Digital product marketing is the same as any other kind of marketing, but it has its own quirks. I won’t be talking about getting to know your audience here; hopefully, you’ve done that already. Analysing your customer base and thinking about the type of products they need helps you ensure you create the right digital products.

Here are a few things to think about when you’re marketing your digital products:

Create a compelling product description

Good product descriptions help your customers understand what they’re buying and what they’ll get out of it. They’re typically relatively short and are designed for people with a good idea of what they’re looking for and need to know if your product fits the bill. You can offer technical information if relevant but put most of the effort into telling your customer what your product is and helping them imagine using it.

Write a landing page

A landing page is a standalone page on your website focusing on one product. They’re great for digital products as they allow you to expand on the information you provide in your product description for people who might not be sure whether your product is for them. Where product descriptions are for people who know roughly what they want, landing pages help people who know what problem they need to solve but not how to do it.

Plan your launch

Even if you think big launches are too stressful (I agree), setting a target for getting your digital product out into the world is a good idea. It stops you from faffing over whether your product is perfect (there’s no such thing). Even if you choose a random date, it helps you work backwards to build up excitement before it becomes available. You can plan your marketing around your product to educate your audience and build excitement by sharing what’s going on behind the scenes.

Tell a story

Storytelling is a great way to market anything because it helps your audience engage with what you want to tell them. It shows them you understand what it’s like to be in their shoes. For example, a post that tells a story about the lowest point in your business journey and the revelation that helped you solve it is far more powerful than “I’ve got this brilliant new product, and you need it”. You can use storytelling everywhere: your product descriptions, sales pages, posts and emails. Highlight the pain points and benefits but make it fun.

Think about platforms

If you want to sell products, you need to make it easy for your customers to buy. You can send them to your website or create a shop on Facebook (unfortunately, Instagram only lets you sell physical products just now). You might want to go to a third-party site such as Amazon or Etsy.

The platforms you choose will influence the type of marketing you can do. You’ll have more freedom on your website, but each third-party site has its own rules.

If you plan to add digital products to your business, I can help you create and market them too. I’ll write blogs, emails and product descriptions and repurpose them to make your content go further. If you’d like a chat to find out how it works, you can book a call here.

If you want to add digital products to your Christmas shop, sign up for festive marketing emails here. You can also sign up to receive my monthly emails packed with helpful content writing and marketing tips using the form below.

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Why you need to plan your Christmas marketing in the summer

Woman on a beach thinking about planning her Christmas marketing.

If your thoughts are somewhere on a beach right now, shifting your mindset to crackling log fires and Santa’s Grotto might be a big ask, but I promise it’s worth it. Here’s why it’s a good idea to plan your Christmas marketing in the summer.

You can plan the build-up

Most Christmas marketing campaigns start sometime in November. That might still feel as if you’ve got a long time to sort your Christmas marketing out, but starting early gives you time to plan your build-up. Think about what marketing you want to do and when. If you make products, what are your final order dates going to be?

Drip-feeding your marketing over a longer period works better than bombarding your audience at the start of December. Starting your planning now helps you to think about how that will work.

Get suppliers in place

When you’ve created your plan, you might find that you need help from a writer, graphic designer or gift supplier. If you don’t already have regular suppliers, you’ll need to find some and forward planning lets you do that. If you want your Christmas marketing to include magazine advertising, you’ll need to work to their deadlines, which might be earlier than you expect.

Even if you already have some trusted suppliers on board, working on your Christmas marketing might increase their workload. If you’ve planned ahead, it means they can too.

Schedule your marketing

If Christmas is the busiest time of the year for your business, you’ll need to focus on sales and customer service rather than worrying about your marketing. Get your content written, images created, and everything scheduled ahead of time so that you don’t have to think about it again. Depending on the platforms you use, you can do this with social media posts, blog posts and emails.

Print marketing can also be very effective, so think about how and when you can distribute leaflets or brochures.

Think about platforms

Social media is still a useful marketing tool. Think about the platforms you use and what type of content you’ll create. You might be tempted to add new platforms, but your marketing is more likely to be effective on platforms where you already have a following.

Think about other types of marketing too. Do some Christmas-focused SEO research and update your website. Talk to other businesses that complement yours and see if you can join forces to reach a wider audience. That could be online or by sharing brochures and leaflets.

Attract new followers

I’ve already mentioned planning the build-up for your Christmas marketing. Part of that could include attracting new followers who’ll benefit from what you offer. Consider what you could include to encourage them to follow you on social media or sign up for your email list.

Part of that could be a lead magnet that helps them to solve a Christmas-related challenge, such as gift buying, entertaining or reducing their Christmas stress. I’ll be sharing a few more lead magnet ideas on social media, so come and follow me on Facebook or Instagram for extra inspiration.

If your Christmas plan involves creating a lot of new marketing content, I can help. I’ll write blogs, emails and product descriptions and repurpose them to make your content go further. If you’d like a chat to find out how it works, you can book a call here.

Alternatively if you want some Christmas content inspiration to help you create your own festive marketing campaign, sign up for my email list using the form below. You’ll receive a copy of my eBook ‘Christmas content ideas to fire your imagination’ as a thank you from me, and you can unsubscribe whenever you like!

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How you can batch-create content

Actual footage of me batch creating content
Image by Julie Grant Photography

“Why should I batch-create content?” I hear you cry. The simple answer is that it’ll save you a whole load of time. That’s a massive win when your business is busy, or you want to take some time off.

So, here’s how you can batch-create content for your business, along with a few other reasons why it’s a great idea.

Pick a theme

Picking a theme for each month’s marketing means that all your content can refer back to the same thing. You don’t have to wrack your brains coming up with new stuff for every post, so it saves you time. It also helps your audience understand what you do because they see you mention the same thing each time.

Choose a theme that relates to a particular service or your customer’s needs, for example, helping them get ready for the summer holidays.

Create a plan

After you’ve chosen your theme for the month, start planning how you’ll cover it. For example, I have a few themed posts that I do every month, such as quick tips, buzzwords and testimonials, and I supplement them with other ideas based on my theme.

I plan how many posts I need throughout the month and jot down ideas next to dates in my planner. Doing it this way helps me to see what I’m going to post and when, so I don’t panic and share something random because I haven’t posted in a while.

Write one (or two) blog posts

When I batch-create content, I always start with blog posts. They’re big pieces of content that cover a few different points. Depending on the length of each post, they can help your audience to understand a subject in depth or give them a quick overview. They can talk people through a detailed process or link to other useful resources.

Planning your blog posts will give you a good idea of what your audience needs to know. Then, you can reuse them in different ways, including breaking them down into individual social media posts. This brings me to my next point…

Squeeze all the juice out of your content

No one will see everything when you use social media for your marketing. This means you can share the same point, or a variation, more than once. I wish I’d come up with the phrase ‘squeeze the juice out of your content’, but I didn’t. It was Clare Mitchell of The Girls Mean Business.

Anyway, it illustrates the point perfectly. When you write a piece of content, write several posts that share the same thing in different ways. Edit each paragraph or your blog post so it works on its own. Cut and paste a tip onto a graphic or use it as a video script.

Schedule your posts

Finally, when you’ve created your content, schedule it so it goes out without you needing to get involved. You can spend an hour scheduling everything for the coming month and then relax knowing it’s all sorted.

If you use Facebook and Instagram, you can schedule posts, Reels, and Stories using Meta Business Suite and LinkedIn have introduced native scheduling too. Of course, you can also use a third-party scheduler if you prefer.

Do you want to stop creating your own marketing content? I can help with that and even help you batch-create your posts. If you’d like a chat to find out how it works, you can book a call here.

You can also sign up to receive monthly emails packed with useful content writing and marketing tips using the form below.

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7 tips to help you write a headline that gets you noticed

Me at my computer, creating content and trying to write a headline that'll get my marketing noticed.
Image by Julie Grant Photography

Good content marketing headlines can mean the difference between your content being read or totally ignored. (Find out why here.) Here are my tips on how to write a headline that will help you attract the right audience.

Make sure your headline reflects your content

A good headline lets your audience know what to expect. If people start reading only to find that your post wasn’t what they were expecting, you’ll lose their trust, and that’s fatal to a small business. So write a headline showing them why your content is worth your time, and ensure your post sticks to the point.

Write your headline last

If you’ve planned your post, you’ll have a good idea about what you’re going to cover, but things can change as you write. You might come up with an interesting analogy or a take on the subject you weren’t expecting. If you write a headline before you start, check it at the end. Does it still work with the finished piece?

Use numbers

If you can use a number when you write a headline, do it. Several studies have shown that using a number in your headline can increase engagement by anything from 15% to 73%. Readers like numbers because they’re specific and show you roughly how long a post will be. However, please don’t shoehorn a number in if it isn’t relevant. Your readers will smell a rat.

Write lots of different options

Writing several different headline ideas gives you options to choose from and can help you to create a headline that fits your content. Change the structure of your headline and use different synonyms. You can also think about the results your readers will get and why they’ll be interested in what you have to say. Then, when you’ve finished the piece, you can see which one is the best fit.

Put keywords at the start

Putting your keyword or phrase at the start of your headline means that your subject is clear from the start. That’s great for your readers and your SEO. However, it isn’t always possible; I think it’s better to have a headline that reads well than to put your keyword at the start and end up with a clunky sentence.

Use power words

Power words are words and phrases that encourage people to pay attention. Sometimes these can be as simple as using ‘you’ or ‘your’ in a headline. It makes your reader feel that you’re speaking to them personally. Power words are often emotional but can also create a sense of urgency. CoSchedule’s list of 180 power words will give you an idea of the kind of words that work.

Test your headlines

A good headline lets your audience know what they’re going to read but also creates an emotional connection. You might not think you can test that, but you can. If you’ve got a few different options, a headline analyser can help you to pick the best one. There are a few to try, but my favourite is the Advanced Marketing Institute’s headline analyser.

Do you want to grab your audiences’ attention and create content that speaks your customers’ language? I can help with that. If you’d like a chat to find out how it works, you can book a call here.

You can also sign up to receive monthly emails packed with useful content writing and marketing tips using the form below.

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Why are good headlines important?

A newspaper with good headlines

You might associate the word ‘headline’ with a newspaper or online article, but you use them everywhere in your marketing. They’re the title of your blog posts, the subject line in your emails and even your social media posts have a line at the top that’s the first thing your readers will see. Good headlines can determine whether your marketing hits the spot with your audience. Read on to find out why…

Headlines catch people’s attention

OK, this is the most obvious reason for creating good headlines. They’re designed to intrigue potential readers so that they want to know more. That could be because you’re offering the solution to a problem or because you’ve teased some juicy secret they must know about. It makes them look twice and tempts them to read the rest.

I have one important caveat – a good headline isn’t misleading. This brings me to…

Good headlines let your readers know what to expect

Clickbait may work for some businesses, but small businesses like ours need to build trust. A clear headline that lets your reader know what they’ll get from your content helps you do that. It also allows your audience to decide whether it’s worth their time. That way, when they click through, they know that you’re providing tips or advice they can use.

Even if people don’t read the whole post, it gives them a clear impression of what you do and what your business offers.

They can express a particular mindset

Have you ever stood and looked at a newspaper and magazine display in a shop? Each publication could be talking about the same subject or news story, but they all do it differently. The headlines they use help you understand their political viewpoint or the issues they care about.

Your headlines can do the same; they can help you attract customers with a similar worldview to you or tell them something about your personality, so they’ll know whether you’re their kind of person.

Headlines are great for SEO

Headlines work to boost your search engine rankings in two different ways. Firstly, the fact that you have a headline tells Google that your content is well-organised and likely to be helpful.

Secondly, you can include keywords in your headlines. Then, when search engines look at your site, they can immediately tell what your subject is. That means when someone asks a question with your keywords, they know your content is relevant to that search.

Good headlines = more clicks

When you create marketing, you want people to read it, and a good headline encourages them to do that. That doesn’t just apply to content you created to educate your audience. It can help you to get new sign-ups to your email list and more sales. A headline can make it clear that you’re selling something and give your audience insight into the benefits of your product or service so they click through to find out more and ultimately buy from you.

Do you want to grab your audiences’ attention and create content that speaks your customers’ language? I can help with that. If you’d like a chat to find out how it works, you can book a call here.

You can also sign up to receive monthly emails packed with useful content writing and marketing tips using the form below.

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What kinds of content will help you grow your audience?

Chimp and stormtrooper thinking about content types.
Image by Julie Grant Photography

Growing your business means getting yourself noticed. What content can you create to attract new social media followers and website visitors and let people find out about you when you’re not face-to-face?

Read on for some ideas.

Be creative in how you present information

Whenever you create new content, think about how you can reuse it, so your audience gets the point no matter what kind of content they prefer. For example, you can edit your website copy for leaflets and present social media posts as text, graphics or videos.

Keyword blogs and articles

Writing blogs or articles using keywords your customers are searching for will help you show up in a Google search. You can also share them on your socials and educate people about your services. So, think about your services and what you want to be known for, and write about that.

Case studies

Case studies show your future customers the results you’ve got for real people like them, so it helps them trust you. Sharing them on your website helps your SEO, and you can post them on your socials or make a video telling the story.

Testimonials

Testimonials work the same way as case studies, except they come straight from your customers. Google reviews help your SEO, but you can also make graphics out of positive reviews and share them as posts.

Infographics

Infographics help people remember information so they can make great posts, and you can include them as a summary in your blog posts. They’re good on Pinterest as you can use them to summarise a longer article and post them with a link.

List articles

List articles could include top tips, questions, or your favourite resources; there are loads of possibilities. Post them on your website and break them down into individual social media posts and Reels or summarise the key points.

Personal stories

Sharing your story helps your customers get to know the person behind the business. A story can be an article or a few sentences so you can share them on your website and social media as text, images or videos.

Business cards

Believe it or not, some of us still have business cards (mine are from pre-lockdown). They’re great for networking, but you can carry them all the time; I once had someone ask for my card at a kids’ birthday party!

Leaflets

Leaflets offer more information than your business card can, which means you can pin them on your local noticeboard, leave them on a bumph table in a café or send them in the post.

Brochures

Brochures let you show off your work and give more details about your products and services. They can be pricey, so you could stick to sending them in response to new enquiries, but they can be a great way to introduce yourself to new people, especially if you offer a B2B service.

Merchandise

You’ve probably seen personalised merchandise at expos and trade fairs, but they work well as thank-you gifts and as a way of introducing yourself by post. The great thing about products with your name on is that people will keep them where they can see them, so they remember you.

Do you want to grow your audience by creating content that speaks your customers’ language? I can help with that. If you’d like a chat to find out how it works, you can book a call here.

You can also sign up to receive monthly emails packed with useful content writing and marketing tips using the form below.

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Why you need to understand what your audience needs

Photo by Julie Grant Photography

Getting to know your audience is a fundamental part of marketing your business. When you understand what your audience needs, you can create marketing that speaks to them and lets them know you understand them.  The alternative is bland marketing that doesn’t connect with anyone.

Here’s why you need to know what your audience needs and how it’ll help your business.

Products and services

Sometimes, the services you offer depend on your qualifications and experience. For example, you won’t get far without professional credentials if you provide legal advice or treat someone’s bad back. In other industries, there might be more than one way for you to help your customers. Understanding what your audience needs allows you to tailor what you offer.

A range of products and services will also cater to customers at different stages of the buyer’s journey.

The buyers’ journey

Every potential customer who comes across your marketing will be at a different stage of the buying journey. They might need what you offer but want to know more about you before parting with any cash. Maybe they aren’t sure what they need, or they have an idea but want to try a low-cost product or a DIY version of your service to test it out. But, on the other hand, they could find you and sign up immediately because you’re exactly what they’ve been looking for.

Creating different types of content lets you meet people at whichever stage they’re at.

Who needs your business most?

When you’re planning your marketing, it helps to think about the kind of people who need what you offer. For example, you’ll only need me if you have a business or create content for other companies. You’ll mainly talk to parents and grandparents if you sell baby clothes. Will your service be a great fit for someone who’s cash-rich but time-poor, or is it the opposite way around?

Technically, you could sell to anyone, but when you work out who is most likely to need what you offer, it’s easier to create content that hits the spot.

Who do you want to work with?

If you run a service-based business and work one-to-one with your clients, your life will be a lot less stressful if you get on with your customers. Of course, you might already have worked out what type of person is most likely to need what you offer, but you can still tailor your marketing to attract people you’ll enjoy working with.

For example, I mainly work with small business owners, and there are a lot of those about. I use relaxed language in my marketing but also mention my kids and my former career as a solicitor. It combines to attract people with the same approach to life as me.

How will they engage with you?

Finally, ask yourself what your audience needs to do to get in touch with you. Can they quickly buy your products when they finally sit down at the end of a busy day? Do they need to send you a message, email you or click a link to book an appointment? Thinking about how your customers spend their daily lives can help make it easier for them to buy from you.

Do you want to create content that speaks your customers’ language? I can help with that. If you’d like a chat to find out how it works, you can book a call here.

You can also sign up to receive monthly emails packed with useful content writing and marketing tips using the form below.

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How your business life can give you content ideas

The image shows me at my desk, recommending that you use your business life to develop new content ideas.
Image by Julie Grant Photography

You know your business inside out and back to front. It’s all so familiar that it can make you blind to the possibilities that your everyday, day-to-day business life can offer when it comes to creating content ideas. If you’ve ever struggled to come up with new ideas for your marketing, you might be surprised at how many are hiding in plain sight. Here are just a few.

Answer your FAQs

What questions do your customers ask all the time? If you’ve never written any of them down, start now and answer one at a time in your content. They work well because some people won’t contact you to ask a question, but they will Google it. You can give a short answer in social media posts and a longer one on your blog. If you have an FAQ page, start there or build one as you create more content.

Listen while you network

If you go to networking events, listen to what the other attendees talk about. What are their challenges, and how could you help? I love doing this at face-to-face events, where you might overhear other people’s conversations. I know my granny would disapprove of me eavesdropping, but it works.

Tips

Sharing tips can work in two different ways. Pro tips let you share your expertise and help your customers when they need to DIY a task, so you build trust. You can also make your existing customers feel looked after and appreciated by sharing a tip that helps them get the most out of their purchase.

Share your favourite resources

Sharing some of the resources you use every day has different benefits depending on who your customers are and how much experience they have. For example, a crafting business can help new learners by giving them a beginner’s guide, but you can also show more experienced crafters that you know what you’re talking about. If you offer a service, sharing professional resources lets your audience know that you take your work seriously.

Case studies

Case studies are brilliant because they tell your future customers about people you’ve worked with before and the results you’ve achieved. You can lift stories from your day-to-day life and use them in your marketing. Ideally, get permission from the subject before you write about them, but you can also write anonymised versions if that isn’t possible.

What can new customers expect?

This might seem ridiculously obvious, but good content can sometimes be as simple as describing what happens when your customer first contacts you or walks through your door. If someone isn’t contacting you because they’re nervous and don’t know what to expect, this kind of content can help to give them peace of mind.

How to find the right person

If there are lots of different businesses that do what you do, the choice can be overwhelming for a new customer. You can help them by talking about things to look out for or questions to ask at the first meeting. Use your insider knowledge to help your audience avoid common pitfalls, or let them know what credentials to look for, and they’ll start to trust you.

Do you want to develop new content ideas and create engaging marketing content? I can help with that. I create content that speaks your customers’ language. Book a call to find out how it works.

You can also sign up to receive monthly emails packed with useful content writing and marketing tips using the form below.