Call it Writesphere's mantra or accuse me of being a broken record, I don't care – as long as you're hearing this message:
See through your customers' eyes, talk your customers' language.
It's a common sense strategy, echoed by any decent marketing practitioner. Which brings me to what occurred at a recent BNI Albany meeting.
"Think of your website as a shop, and your website content as your sales assistant."
Brilliant! I wish I'd thought of this.
Customers wander into your shop, have a browse around and then look for someone to help with their questions.
If you ran that shop, who would you rather have as your staff member? A skilled and knowledgeable person who makes an effort to engage with potential customers, and helps them select the right product? Or an apathetic layabout who blandly drones out the same vague responses to any query, and then abandons the customers to draw their own conclusions?
Let's take this analogy a little further.
In order to employ your preferred person, you'll need to invest in them. There's the hiring costs, their salary and ongoing training fees to ensure they're fully up-to-date with product information, relevant legislation, and so on. But, I hope you'd agree that this is all worth it – because they're great at their job and achieve your desired results.
So, now let's think about how this relates to your website and its content.
A website that is focused on your customers, communicates with them persuasively, helps to build your reputation and reinforces your brand's credibility requires investment – in exactly the same way as that amazing staff member.
The word that makes my heart sink
I find it disheartening when someone uses the word just. Could you just take a look at this? Could you just put a few words together? Could you just tell me what you think?
This implies indifference to the project and, to apply Terry's metaphor, is quite possibly the same mindset of a shop owner who just hires anyone because they fill the gap.
The fact is that, if you want a job done properly, there is no just.
If you'd like to get your website and its content working harder for you, there are a number of excellent companies within my network who could help. Branding, sales & marketing strategy, website design, build & maintenance, customer relationship management and communications, photography - if any one of these are of interest, please do get in touch.
Oh, and thank you, Terry.