How can we write relevant content that sells your product or service?
It’s been written that we have about 3 minutes to make a good impression when a visitor comes to our website. Our content needs to either engage, provoke or sell in three minutes.
Marketing versus sales content
But how do we get there? How do we create content that sells?
We first need to start by understanding the difference between marketing content and sales relevant content. Well, when we do a marketing piece, the goal is to establish awareness and interest, however, for sales writing, the goal is to sell the product or service.
What is the one trusted piece of content buyers like to read?
Time and time again, buyers like case studies. Buyers, especially in the B2B industries, they need to know who is buying from you. Case studies showcase how productivity was improved, facilities became profit centres and processes reduce staff overtime.
Forget sweeping, forceful statements like “disruption” or “truly innovative”, your buyer wants to know how other organisations used your product or service.
And, today with the growing popularity of platforms like Yelp, this is true for B2C companies as well. However, B2C companies don’t need to write up case studies, a testimonail, rating on a recent online purchase and a share on your favourite social meida platform will provide excellent results.
Write Well, Not Hype
Which brings me to my favorite topic, writing style. Writing well seems to have lost its way, in favour of sounding smart, witty or casual.
Writing well is transparent, helping the reader move along the from interest to a buyer. If your writing sounds like everyone else, change it. If it sounds too casual, with words like “gonna”, edit. Good writing is 20 % writing and 80% edit.
Sales becoming non-linear
As sales continue to become non-linear, content marketing will also evolve keeping pace with sales. It is important to track what is being read, and how people use your content.