With today’s pandemic shutdowns, you may have “found” time to take a serious look at what’s been working when it comes to marketing your business – and what has fallen short of targeted projections.
When you consider why things haven’t worked out as planned, the answer usually comes down to unresponsive marketing content; that is, your content falls flat. The good news, it can easily be fixed.
Your first step is to be open. Read your content from the perspective of your customer – as if you don’t know anything about your business. It may not be easy, but it is vital to get into their mindset.
Then read every page of your Website (it may be helpful to read it out loud). Look at your social profiles. Review all marketing collateral. And consider these questions (be honest with your answers) to ensure you have a client-attraction message that is clear, compelling, and converts.
- Is it clear that you understand the issues your audience is struggling with regarding your products/services?
- Have you tapped into their emotional triggers – their fear, frustrations, and concerns?
- Do you focus on their results and outcomes?
- Have you answered all questions and objections?
- Have you included stories that share customer experiences?
- Do you clearly define your position and point of differentiation in a way that is meaningful to your customers?
- Have you included an irresistible offer that sells itself?
- Have you limited the use of the words “we” and “our” and used the words “you” and “your” instead?
- Does your headline grab attention, communicate a strong benefit, select the right audience, and answer the question, “What’s in it for me?”
- Do you include engaging keyword-rich subheadings to break up the visual space, so your content is easier to read?
- Have you cut unnecessary adjectives, adverbs, repetitions, and meaningless words to improve the flow and impact of your content?
- Are you using short words, short sentences, and short paragraphs?
- Have you eliminated all overused platitudes, such as “We offer great service” or “We have the best products”?
- Have you included keywords that are optimized for search engines and speak the same language as your prospects?
- Are you specific (people love numbers)? Instead of saying you’ve helped hundreds of people, be exact. Say your product has changed the lives of 685 people and counting.
- Have you written directly to one person (remember, only one person is reading your stuff at a time)?
- Have you used informal, conversational-style language?
- Does the “voice” of your content fit your brand?
- Have you included bullets and charts for emphasis?
- Do your images work in harmony with the content?
- Do you have marketing-driven testimonials that share outcomes and sell you/your product?
- Have you tapped into the ultimate benefits customers gain?
- Does your content build trust and confidence?
- Do you offer a specific, low-risk easy-to-take action that helps prospects take the next step?
- Have you shared your story and the story behind your brand?
- Have you made it easy for customers to contact you and buy from you?
- Do you include video and shareable social links?
- Are you continually adding new content and resources to your Website?