How to market your content to potential clients

May 25, 2017

content

Taking the time to produce marketing content can be difficult. It’s not always easy to consistently come up with topics and ideas and over time you can start to feel like you’ve come to a dead-end. If you’ve been doing it for a while however, you know as well as I do that dead-ends are just an illusion. We always manage to come up with new ways to push forward; and so with all that work, of course we’d like to think that our readers are absorbing everything we have to offer, right?

That’d be nice, but I’m afraid not. I challenge you to ask a friend, that you know follows your publishings, how many times on average they actually read every word of your content. There’s a good chance you won’t like what they have to say; but try not to get discouraged. Time is valuable to people and sometimes it’s easier to just skim through the paragraphs rather than reading everything on the page.

In marketing, we are always trying to formulate new ideas and strategies to keep our techniques up-to-date; so much so that we can easily lose touch of the basics. One fundamental key principal of content marketing is BENEFITS over FEATURES.

Let me explain… Benefits are just as they sound. They are the value that the potential customer would receive from your services should they decide to become a client. For example, one way you could pitch a benefit is to say something like, “10% Increase in profitability guaranteed!” This is a benefit, and with all things that benefit us, we tend to give them more of our attention. In order to keep your content’s target audience interested and engaged, you need to make sure the benefits your services offer are standing out as much as possible.

Features are kind of like your credentials, so-to-speak. One example of a feature would be something along the lines of, “With over 25 years experience” or “Recipient of Best Firm Award”. These are features, and although they earn you credibility with whom you’re trying to market yourself to, they don’t necessarily capture the attention of the reader. Now, this is not to say features are bad. In fact, including them is very important; but you don’t want to make your pitch focused so much on your features that your benefits don’t get the chance to stand out.

As a rule of thumb, I like to recommend a ratio of 80/20 in favor of benefits. This way, you have a good percentage of features in your content so that your target audience can see what you’ve accomplished for others like them, but they also stay engaged in what you’re trying to sell them. Benefits are the key to getting people to pay attention to you. If you miss the opportunity to capture their attention, you miss the opportunity to serve them as your client; and nobody likes missed opportunities.


Leading an Organized Life

March 16, 2017

Leading an organized life is important, but maybe not something people think about regularly. A lot of time goals are centered around moving forward or upward, with a lot less focus on the now. This can be a mistake because if you focus on yourself or business today rather than in three months from now, you will inherently get to where you want to be without the pressure and strain. This applies both mentally, as well as your physical environment.

To give a little perspective, here are a few benefits of leading an organized life:

  1. Increased productivity
  2. Maintaining a better balance (i.e. work, personal, social, family, etc.)
  3. Better ability to achieve personal goals
  4. It is more economical
  5. Provides the tools to get your job done right

While these benefits are pretty straight forward and desirable, the process of getting there is a little more difficult. In order to achieve these ideals there are a couple things that you should avoid doing:

  1. Don’t procrastinate
  2. Don’t try to do everything alone
  3. Don’t take on too much in a short period of time
  4. Don’t be a perfectionist
  5. Don’t trust your memory – – write things down!

Of course, this isn’t a comprehensive list and in order to succeed you have to find what works for you. Start here, see how you do and then adjust to your personal needs and goals. Empty out all that unneeded clutter this spring and get organized!

 


5 Tips for Buckling Down and Getting to Work

April 15, 2016

It happens sometimes. You know you have work to do, but you can’t seem to buckle down and focus. You go from your email to your current project to Facebook back to email. You’re not being productive but what can you do? Here are 5 tips to help you buckle down and get to work.

buckle down and get to work

  1. Get comfy, but not too comfy. If you’re focused on how uncomfortable you are, you’ll never get anything done. Make sure your chair is at the right height and you’re sitting in a good position. Make sure you’re not too comfy though! You don’t want to fall asleep at your desk.
  2. Listen to music. Listening to music can drown out other distractions and help you focus on your current task. Pick music that won’t distract you, like music without words. Make sure it’s not too loud and not too quiet. Moderate noise levels are just right for creative thinking.
  3. Food and drink. Having a glass of water handy can keep you from having to get up all the time to quench your thirst. Keep a snack or two at the ready to fuel your productivity. Opt for some gum for a low calorie option. The action of chewing will keep you awake and alert.
  4. Use an app. There are plenty of apps out there to improve productivity. There are even ones designed to keep you focused! One app will break up your task into 25 minute sessions and reward you when you’re done. Check out this app and others here.
  5. Take a break. Sometimes you’ve done all you can do and your brain just needs a break. Take a walk around the office or go get some coffee. Relaxing can help you focus more once you come back.

It happens to the best of us. Sometimes we all need some help buckling down and getting to work. If you follow these tips, you should be back on track in no time.

What do you do to buckle down and get to work?