Write Real, Authentic Marketing Content

Write Authentic ContentBecome Self-Aware and Realize What You Already Know

Have you ever been in a conversation about something you loved – and because you were passionate about the conversation, you lost track of time? You just kept talking, and explaining, and using evidence and providing examples; you basically gave a lesson on your topic.

Have you ever done that?

Of course, you have! Think about when you argued with a buddy about why a certain sports team should be ranked number 1, or why this movie was better than that one, or why your political philosophy makes more sense than the others out there. Essentially, think about any time that you have talked about something you really cared about.

Were you totally and 100% focused on the conversation? Did you care about the outcome of the conversation? (What I mean here is did you REALLY want to reach your audience and either inform them or convince them of something?)

Were you emphatic and enthusiastic and bursting with evidence and examples? Most people are if they know what they are talking about.

If you answered YES to the above questions, then THAT’S the kind of topic you need to write about in your blog!

Use What You Care About To Help Fuel Your Content

Look, I know we all want to make money here. But, you cannot expect others to spend time on your site, to click on your links, to buy what you recommend unless you give them something in return.

What is that something? It’s knowledge of course.

Your knowledge. Your Experience. It’s invaluable because it’s unique. Give the people what they want!

A few days ago, I coached someone about her dissertation. As you may know, I am a professor, a B2B marketing writer, and an editor. More than anything, I LOVE to help others write. So today, I was talking with a potential customer about her dissertation. I talked for 90 minutes with her, and after we were finished, she was so happy. I had given her a couple possible directions, validated her topic, and helped her with a deadline schedule and plan to meet those due dates. Because she left our conversation with a wealth of new information, she will become a return customer.

Did I work hard? Yes. I researched her topic before talking with her. I wrote three pages of notes and suggestions before the conversation, unpaid.

So what’s the difference between what I did tonight and writing a blog? Nothing. You communicate to help people and you hope to gain a loyal customer in return. Now, you won’t always get the customer, but that’s life and sales.

I believe that if we put our audience first, we will get the rewards we desire.

So my final word on this topic: If you do not have something to offer regarding a certain topic, do not force it. Write about what you know so that you can actually help your customers. Be authentic. It’s not just about you; it’s about happy customers who will pay you (thus making you happy in return).

Metacognitive Exercise: Knowing What You Know.

If you find yourself stuck now, then you might try the following exercise:

1. Take out a sheet of paper and write down the last 3 times you got into a lively conversation with friends or family.

  • Summarize what the conversations were about
  • Briefly, list the reasons why you felt you were an expert in that area
  • List the evidence you used in the conversation

2. Now, think about what you just wrote. Would you be willing to write about a topic like this one, or something along these same lines, for your own blog? How could you parlay this kind of topic into a website with winning content?

So, if the last conversation you had with your friends was about the qualities a good nail salon should have, and IF you are totally passionate about nail salons and the beauty industry, THEN why not write about that topic? Others need to know what you know!

Others Need to Know What You Know

I’d love to hear your comments and thoughts. If you want help with your content, email me at ejamisonediting@gmail.com.

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The Importance of Word Choice

Word choice means everything in effective marketing.
So many words, each with a different connotation.

The most important step to creating a blog that works for your business is simple: write effective content that gives people what they want. But what is effective content and how do you make sure that what you put in your post will connect with your audience?

And it’s not just blog posts that need to reach a target market: everything you write reflects who you are as a business person (and if you own your own business, who you are as the symbol of the company). One purpose of this website is to help you with all steps of your writing process so that what you want to say to your customers and to the world is exactly what you write on the page. Did you ever hear of the phrase “lost in translation?” – well, you definitely do not want that to happen in your written materials. Remember Joey and his THE-saurus?

Below are a few steps that can help anyone with their business writing – whether they are blogging, creating ads, writing for print, or simply emailing interoffice colleagues. (See our page on academic writing for academically-focused writing tips.)

Smart Business Writing:

Be Concise:

Let’s take a look at the following two sentences. Which one is easier to read?

“In my opinion, the statistics and numbers that I collected online via the Internet clearly demonstrate and prove that our business is a much better match, and is much more suited for your company and the needs that your company has.”

“The data shows a positive correlation between our services and your business needs.”

Clearly, the second sentence is easier to read. Why? It uses just enough words to get the point across. No more, no less. Customers will be more likely to buy your product or service if they can understand what you are saying to them. When I edit reports and formal materials, I make it a point to read the text out loud. If I stumble over anything, then I need to revise and rewrite. Chances are that I’ve used too many words.

Main Tips:

1. Choose Words Carefully

2. Less is More

3. Define Purpose and Audience Before Writing

4. Edit Your Work

5. Write What Your Audience Needs to Know

I would love to hear from you about your writing struggles and strengths, so please comment with thoughts and insights!