Developing high quality content is a critical component to being successful with your marketing efforts.
At the very least you need to decide what to say on your business card and on your website. If you decide to blog you’ve got to figure out what to write there, and participating in social media requires a steady stream of interesting, engaging and results focused content.
So, what are you to do if you have ZERO writing skills and don’t even particularly like to write?
A few things:
- Don’t panic! And don’t procrastinate! This is an easy fix. You first need to admit that you need help.
- You can easily hire a professional copywriter for a reasonable investment. There are a multitude of options and I know several folks I will happily refer you to, all you have to do is ask.
- Keep in mind that you don’t actually have to write ANY of your content. You can use audio and video to create compelling messages that speak to the problems your ideal client is looking to solve.
If you do decide to tackle writing your own copy, here are a few tips to help you sound like a pro and get the results you’re looking for:
- Write to ONLY one person. I realize you are writing to a group of people that may number into the tens of thousands. But really, each of these folks is only concerned with their individual needs. When they interact with you they only care about their relationship with you and what you can do for them. So use that to your advantage. Write as if you were talking with just one person and speak in that tone. Your message will be much more engaging and this will work wonders to strengthen the trust and credibility you are working so hard to create.
- Be conversational! Resist the urge to craft the “perfect” message. There is no such thing…so called perfection is WAY overrated. Instead, use your normal voice! Imagine you are sitting down with a good friend, enjoying your favorite beverage and they’ve come to you because they need help with the exact problems that you solve. What would you say? What questions would you ask? What would your tone be? Write from that place. You’ll get a much better response because the person reading your marketing materials will feel a personal connection with you and be compelled to take the next step.
- Include a specific call to action. I know you think what you do is so incredibly simple that everyone already knows what to do to get the results they want. Not so. Don’t take for granted that your reader will know what step to take next. It’s not that he or she is not an intelligent person, but they simply won’t see the path as clearly as you do. So instead of an ambiguous, “If there’s anything I can do to help you, please let me know”, tell your reader this: “if you want XYZ, do this first”. Give them a specific phone number to call, web-page to visit, email address to write to, link to buy from. Connect the dots and tell them exactly what to do next. Again, you’ll get better results and your reader will appreciate your clear, simple instructions.
Fortunately, writing great copy is not rocket science and is definitely a learnable skill. So there is no need for you to be intimidated and procrastinate on a project because you feel you don’t know what to write. With practice and a diligent focus on helping the person you’re writing to, you can learn to at least be decent at it to get the results you want. And of course you can always call in a professional if you need to.
What writing project will you tackle next? Do tell by leaving me a comment below!
Jennifer Bourn says
Sydni – Writing to ONE person is a skill that takes a lot of businesses a long time to master because to do that you need to know exactly who you are taking to. Speaking to everyone, like saying your product is prefect for everyone in the world, is a recipe for failure. Thanks for these tips!
Jennifer Bourn, Bourn Creative
Myrna Greenhut says
Inspired Marketing: Think Like anArticles’ Publicity Pro, my new ebook on Amazon.com addresses this content issue for newbie entrepreneurs.
Peek inside and see if you can’t recommend it to those entrepreneur’s who are just learning their way around the Internet. http://amzn.to/I4xdTe
Amy Kinnaird says
I concur with your idea of sharing audio, photos and video as your content. One of my business colleagues does a lot of that and includes one little phrase or sentence with it. Works perfectly, and he gets tons of response!
Having grown up learning to write with one of the biggest corps in the world back in the late 70’s and 80’s, my writing was very old school and formal. It has taken me a long time (and I’m not completely cured) to find my voice, but I know that I feel better when writing more authentically and I get better response.
Writing is just another requirement of being a business owner and you shared great ideas on how to get it done!
Gina Bell says
I love that you’ve included “call to action” as one of your tips. To me this says “strategy” with a capital S. With all the writing we do as entrepreneurs this tip ensures that we are making the most of it (leverage). Kind of like the quote “Begin with the end in mind.”. Great advice!!
Sharyn Sheldon says
Great tips Sydni! It also gets easier and easier to write if you do it every day. Even though I like to write, I find that if I go too long without writing anything, it becomes more difficult to just sit down and do it. Another easy tip for non-writers is to try free writing. That involves sitting down with a timer and making yourself write non-stop for 20 minutes or so. No editing allowed. Even if you write “blah, blah, blah”, eventually your brain kicks into gear and you can come up with some great ideas!
Sydni Craig-Hart says
Thanks Sharyn! So great to “meet” you. I love your idea about just sitting down and “doodling” for a few minutes to see what comes out. We don’t always give ourselves the space and permission to be creative, which then tends to make our marketing efforts more difficult than they need to be. I see how your suggestion can really get one’s creative juices flowing and I thank you for your sharing that! 🙂
Jennifer Bourn says
Writing to ONE person makes such a huge difference! Not only is it easier to write that way, but your readers feel like you’re talking to them instead of just broadcasting a general sales message to the world. Love this tip!
Sydni Craig-Hart says
Thanks Jen! It’s so true that it makes it easier to write. Which a lot of folks struggle with. But if you write like you were chatting with a friend over coffee about an issue that’s REALLY important to them, your content will be much more powerful, engaging and to the point. Thanks for taking the time to leave a comment!