One of my subscribers made an interesting comment a few weeks back. He basically said that one of his major takeaways from my Tuesday Tidbits was not in what I was saying, but how I was doing it – He said that most businesses needed to be “tidbitting” their own client base.
I believe you need to create lasting, valuable drip fed content for your community, clients, and prospective clients.
I write a single email each week with one powerful and valuable tip, or I’ll ask one thought-provoking question focused on making CEOs and executives step outside the box and try to see things from another angle (my angle!)
The “experts” say that content is king and the more you create, the better. They tell us we need loads of content for SEO and Social Media. But they’re wrong.
Your goal shouldn’t be to flood web (or your clients) with haphazardly prepared content. Instead, you should focus on quality content that makes your subscribers and prospective customers feel as if they’ve gotten something of immense value. Less is actually more when it comes to content.
I always ask three simple questions when creating an email–or any kind of content. If you always put your content through a filter of these three easy questions, you can’t go wrong.
Let these three simple questions be your guiding light to creating emails that get opened, blog posts that get read, and content that sparks a response.
1) Does the content appeal to the reader’s interest – not your own? Remember, your clients are always asking “what’s in it for me?”
2) Will it help your customers/clients and prospective clients increase their business results?
3) Is the writing interesting and written conversationally?
This is an important point. Consider what a “conversation” would sound like between your company and your ideal customer archetype. You have to match that conversation. This doesn’t mean you’re casual for the sake of being casual.
You’ve probably also noticed that I almost always use stories, metaphors, and examples from my day-to-day life. I want to try and connect with my readers on a personal level–as if we’re having a discussion. I want what I’m saying to resonate and stick. Stories are remembered. I’ll talk more about this in the coming weeks.
Today’s Thinking Points:
What tidbit will your company provide to clients this week?
How can you add more value to your content?
How can you make it more interesting, and speak to them more conversationally?
What stories, metaphors, or analogies could you use to provide valuable educational lessons to your clients?
If you need help with how you communicate to your customers or your employees, call me.