Promoting Your Business With Content: Defining Your Writing Strategy
By Bruce Lansing in Writing
08 2013 Tuesday, 20
Many people suggest you should write articles on the basis of the benefits people will receive from reading your articles.
I’d like to suggest that there is a better reason, and that is to write your articles on the basis of what problem people will be able to solve, as a result of reading your articles.
Think about why are you search for anything on the Web. Is it because you want to find how someone can help you, or is it because you want to know what to do to solve a problem?
The problem doesn’t have to be something serious such as how to get your girlfriend back, how to pull your car out of a ditch, or how to get pre-approval for major surgery from your health insurance company.
It could be something much simpler such as ‘How to Peel a
Hard-Boiled Egg’ or ‘Three Interesting Recipes to Make Eggs Taste
My point is, when you look for something on the Web, you are doing so in order to learn what you should do.
And so that’s the perspective you need to have each time you write an article.
How do you do that?
Let me tell you first what it isn’t.
It isn’t telling people the benefits of doing something. They already know the benefits, otherwise they wouldn’t have gone in search of the answers.
For example, imagine for a moment that you’re driving down the highway, and you get a flat tire. You pull over to the side of the road, whip out your Smartphone, find the nearest service station through one of your apps, and call them.
What would you think if the proprietor at the other end of the line said, “We can fix flat tires. We’ve been in business for 30 years. Our customers yadayadayada…”
What do you care?
You don’t want to know the benefits of using this particular company to fix your flat tire. You just want them to come out and fix your tire.
And the same thing is true of your readers.
If you’re marketing to them through articles, then you already know what they need. You may have just forgotten.
So ask yourself this question: “What is the single biggest problem people in your niche face?” or “What do they find the most challenging?” and then write about those problems.
If you tell them how to solve that problem, then they’ll keep reading your articles.
Before I let you go, I wanted to share one more important idea with you about using this approach to promote your business.
People often express concern that using the problem solving strategy might impact their sales in the negative.
If you are selling information, then this might be a concern, but there are ways to answer questions and leave open the possibility of getting more detailed help inside of the information product.
On the other hand, if you sell a service, there is an interesting thing that happens… If you can explain the solution in enough detail, most folks will decide that although they have learned how to do it themselves, they would prefer to hire someone to do the task for them. And, who better to hire for the job than the person who just explained to them how to do this difficult task?
If you can create articles that will help people solve their problems, people will find your articles and read them. Better yet, if you can create articles that leave your readers happy to have read your article, you stand a really good chance of getting people to read your ‘About the Author’ and take the action that you will want them to take.
Article marketing, or content marketing as some folks call it, can have a definite positive impact on your ability to generate some serious new sales from people who would not have had the chance to find your business any other way. Take advantage of this technique to promote your business. You will be glad you did.
The bottom line is that you can write your own content, or you could hire someone who lives and breathes writing to create content on your behalf. If you would like to leave content creation to the professionals, you can always hire freelance writers at: http://FreelanceWritersReview.com/ Bruce Lansing has spent more than a decade teaching writers how to become even better writers.