Want people to read your marketing material?
First, make that material about them – not you. And make it useful. Show your target audience that you understand their challenges, and share some ways to make their lives easier.
Per John C. Maxwell, “People don’t care how much you know until they know how much you care.”
Helpful, informational vehicles like newsletters, blogs and white papers get better results than standard brochures and websites. Done correctly, these tools build rapport, develop trust, and set you apart from all the self-centered would-be competition.
But these marketing devices do require thought. And many companies become paralyzed by the idea of having to come up with valuable content on a regular basis.
If you’re good at what you do, and you’re doing the right things, coming up with ideas should be a snap. Consider the following:
- What problems do you help clients solve? Don’t air anyone’s dirty laundry here, but it’s fairly safe to assume that other people and businesses face similar challenges. Write an article or a blog post.
- What’s going on in your industry? Or your client’s industry? As you learn about new developments that can affect your clients, share the information. Explain the significance. The connection between the news item and their daily lives may not be apparent. This is a great opportunity to show some value.
- What do you struggle with? You’re probably not alone. Share your solutions, and save others from having to repeat your mistakes. You don’t have to come across as incompetent, but this type of article or post can position you as both human (depending on how you position it) and resourceful.
There are just a few ideas to get started. If you have more, please comment below. We’re always looking for great suggestions – and guest bloggers.
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