Struggling with how to create content that draws your prospects in, and keeps them coming back for more?

A surprisingly good place to start is reviewing the basics.

Because another word to describe the basics of your content is Foundation.

 

If you hit on these key pieces, your content has a good chance of catching – and keeping – your audience’s attention. Missing here can send readers away before they’ve realized you have just what they’re seeking.

So here’s short list (we’ve all got enough on our minds right now, right?) of super simple basics, that can make a huge difference in whether a prospect digs into your content or navigates away.

 

Make your content concise, simple and clear.

That means plain, every day words wherever you can use them, a conversational tone that tells the reader you’re here to help, and editing until every word in your document has earned the right to be there.

Use the language your prospects use and are familiar with.

That language is going to be different for your new prospect’s program manager than it is for your engineering department.

Whether you’re talking fiber, fiber or fiber, someone else is using the same word but meaning something else entirely. By the same token, GPON and take rates probably aren’t at the top of your brand new community cooperative prospect’s tongue.  

When planning your messaging, remember that it’s the prospect whom your message needs to resonate with!

Ditch most of the technical terms, jargon, and any large flocks of acronyms.

Sure, you’ll need to use one of these connection-killers from time to time, but be relentless in cutting them from your customer-facing content.

FMNR^* is something I write about frequently, but unless you’re already well-versed in it, those four letters probably don’t scream “I’ve got information on just the community based reforestation practice you’re looking for!” do they?

Have a technical term, abbreviation, or acronym that you MUST include? Define it the first time you use it, provide some context, and for online documents, consider providing a link to helpful information, as I’ve done above.

Use stories and human examples.

Human beings are programmed to respond to story.

Using stories in your content not only captures readers’ attention in a way that few other things can, it also increases their likelihood of remembering your message – for a remarkably long time, and it increases engagement.

Stories connect us to our right brain. The right brain is where we work creatively, innovate, and where we are less stressed about risk. AKA, the place you really want prospects to be thinking as they process your message.

Connection is always the goal

Connection is the foundation for relationships, and, especially in this bizarre COVID-19 world, where face-to-face connections are thin on the ground, businesses have to ensure that they can connect with buyers they may never meet.

Content has to create an emotional connection with your audience.

Even if your product is highly technical, long lists of facts and figures usually aren’t the path to connecting with your buyer. Yes, those facts and figures will influence buying decisions, but not until you capture your prospect’s valuable time and attention.

With thousands of choices to make every day, and dozens of options for any one purchase or grant, where does a buyer start? Will the vendor really fulfill their marketing promise?

Content and messaging help create trust and instill confidence, within the sea of options available to every buyer, and that helps them view you as a source worth keeping in touch with!

 

*FMNR stands for Farmer Managed Natural Regeneration. Yep, we know that’s a mouthful. Nope, we can’t seem to shake it – we’ve tried! If it helps, different communities call it lots of different things, and it works by any name.

 

 

 

Have questions? Want to discuss a project? Need more information?

You can reach me at Mary@MaryMorrisConsulting.com or via the links below!