I’m fortunate enough to say I’ve never had to use a dating app - I was married long before they were developed. I have been on a few awkward dates, though. Some merely started awkwardly since we were nervous. One type of date I’ve never experienced is having the other person be a self-promoter. From what I understand, they spend most of the time talking about themselves and never give you a chance to get a word in or ask questions about you. How dull! I hope they would at least pay for the meal.
Maybe you’ve been on that date. Hopefully you’ve never been that person on the date.
Could the same be said for your marketing content?
Here are a few examples:
Don’t be ashamed if you fit one of these or something along those lines. Like you would expect a friend to give you feedback after a date, here’s my friendly marketing advice: cut down talking about your product or service by at least half.
When it comes to your website, save the “all about me” for the copy on the About Us page. This is a great place to explain your background, your passion for what you do, and the like. Consumers have been defaulted to know that page is where to find that type of information. Try to avoid using words like “we” and “us” because they focus on you. Try rewriting the copy to make it “you”.
Blogs are to show your expertise but not be focused on you. They should address an issue or question that your customer has, give the answer with some insight as to how you solve it, and include links to other resources to build your credibility. BONUS: it’s continually adding new copy and keywords to your website, which the Big G likes.
If you collect email addresses from customers and prospects, be clear about how their email will be used and don’t abuse it. If you’ve set the expectation of email campaigns with discounts or coupons only, make sure it’s worth their while, maybe even exclusive. If you say you’re going to send a weekly tip, do that and nothing more. Never try to sneak something in because you’ve got their attention. If you give them something they didn’t sign up for, you’ll quickly dwindle your email list and end up blocked altogether.
Newsletters are to share information and build relationships, not sell. I include a marketing cartoon in mine, for instance, because I want to add a little humor. If your newsletter is only filled with your latest sale, newest product, and your accolades, you’ll end up in their spam folder because they’ll stop opening it or, worse, they’ll unsubscribe. Remember, they’re trusting you with their email, give them whatever you said you would deliver at the time they signed up.
Overall, be thoughtful when it comes to the marketing content you create, whether it be a newsletter, blog, or web copy. Give them answers they’re looking for. Be relatable and insightful. Give them something they want to share and talk about (positively) with their friends! And, most importantly, build those relationships.
Need a matchmaker? Reach out and I’ll be happy to help.
Thoughts from Me
Tips, advice, and more from my experience as a copywriter, marketer, and small business owner.