Category: writing

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Why you still need to write marketing content

Image shows a woman with black fingernails and a 'be happy' mug using a pen to write marketing content in her notebook.

When it comes to marketing, video is everything, right? You might be getting amazing results on TikTok and Instagram is showing Reels to more people than static images. Why would you need written content when you can put everything you want to say into a video? It won’t surprise you to hear that I think you still need to write marketing content. Here’s why.

Social media doesn’t belong to you

Social media platforms are amazing marketing tools and definitely need to be part of your strategy. The trouble is, I’ve seen too many people who only use social media and find themselves with a massive hole in their marketing because they get hacked or banned.

When you have an email list or website, you’re in control because it belongs to you. You can use video but you’ll get better results by using good writing as well.

Sometimes you need more depth

Social media videos need to be short and snappy to hold people’s attention. They can still help you to build a relationship with your audience, but what about the times when they need more than that?

Sometimes you need to write a long post to go in-depth on a subject to help your audience understand what you offer or how you help them. That’ll work better on your website, not just because there won’t be room in a social media caption, but because your audience will be more willing to read.

Your audience might just like reading

Believe it or not, some people prefer to get their information by reading. They might avoid videos because they find the sound intrusive or want to absorb something at their own pace.

There’s also the fact that you can’t skim-read a video. If your audience is looking for a quick answer to a question they can probably find it in a couple of minutes by skimming a blog post. Your one-minute Reel might give them what they need but they’re less likely to search on social media in the first place. By using a mixture of content types you can talk to a wider range of people.

Written content is good for SEO

If you want to rank highly in a Google search, you need words. Google’s search bots can’t scan videos and rely on your written content to decide where your site should rank. Even YouTube likes a reasonably long description to help your video rank.

Having a wide variety of keywords on different platforms will help your content rank more highly so your ideal customers have a better chance of finding you in a search and other content creators are more likely to link to your site.

Writing can help you to make sales

If you have a low-cost product that your customers will buy on a whim, a short video will probably get you some sales. You’ll get even more if you’ve already built a relationship with your audience so they know they can trust you and they’ll get something good for their money.

That starts to change if your product or service costs more. People are less likely to take a chance so you need to make sure they’ve got all the information they need. When you write that down you help them to refer back, check details and then decide. There’s also a chance that they’ll take written content more seriously than a video.

Don’t have the time or the inclination to write your own content? If you want some help writing in a way that speaks your customers’ language, let’s have a chat.

Alternatively, if you’d like to get blogging and content writing hints and tips straight to your inbox every month, subscribe using the form below. I’m a vegetarian so I hate spam and you can unsubscribe any time you like.

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Does grammar even matter anymore?

The image shows a woman in a black t-shirt writing on a notepad, probably wondering if her grammar is OK.
Photo by picjumbo.com: https://www.pexels.com/photo/person-holding-blue-ballpoint-pen-writing-in-notebook-210661/

Every so often, a conversation will crop up in my social media feed about grammar. The person writing the post wants to know how much we all care about it and whether mistakes bother us. Aren’t we all talking more informally now? Does grammar even matter anymore? Here’s what I think.

Your audience matters

When I write my content, I’ll be thinking about you. Not in a weird way, of course. I’ll think about how you balance running a business with everything else in your life and the marketing challenges you might face. It’s the same when I write for my clients. The type of language I use depends on who we’re talking to.  It’s not so different to having a conversation when you think about it.  A chat with your friends is very different to a meeting with the bank manager.

Think about the kind of person you’re talking to and what image you want to put across. Do you need to be professional but approachable? Could you have a chat with your customers over a cuppa?

Speech vs writing

It can be easy to get the right tone when you’re speaking but writing it down can prove a bit more difficult though.  I’ve often advised people to record themselves speaking if they’re struggling to write. The trouble is, they often find that their sentences suddenly look wrong on paper.  We start to wonder whether that word is spelt right or if there should be an apostrophe somewhere.

I’ll admit that I’m a grammar pedant. Even if my clients are relaxed about grammar, I want to get it right. Having said that, there are times when bending the rules can make your message more effective because it’s the sort of language your audience would use. At the same time, I’m not going to judge anyone for getting it wrong. I know some highly intelligent and creative people who struggle with grammar and spelling. In the grand scheme of things, it’s more important to get the message across. 

When does grammar matter?

There are forms of communication where every comma matters.  Legal and financial documents must be precise.  They have a language all their own.

It’s important to strike a balance.  Say, for example, you’re a financial adviser who wants to start a blog.  You need to create the right impression.  You’re intelligent, experienced and (most importantly) you know what you’re talking about.  However, none of that will matter if your potential customers don’t understand a word you’re saying.  Your tone needs to be formal but accessible.

If you’re a mum making baby clothes to sell to other mums, they’ll still want to hear about the quality of the product but your tone can be much more conversational.  You’re having a chat with someone who shares your experiences.

Listen to people talk

Conversations are going on all around you.  Some involve you, others don’t.  If you want to start tailoring your language to your audience, start listening to how people speak.  You can start with your customers and the people you meet at networking events but eavesdropping can help too. Think about how the language you hear in a business-focused setting differs from the conversations you overhear in coffee shops or on public transport.  Ask yourself whether the person you can hear could be a potential customer. Different groups of people have very different speech patterns and learning about them can help you to write for your audience.

Is grammar important to you? If you want some help writing in a way that speaks your customers’ language, let’s have a chat. Alternatively, use the form below to receive writing and marketing tips straight to your inbox every month. I won’t share your details with anyone else and you can unsubscribe whenever you like.

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How talking about transformation in your marketing will help your customers buy

A woman lies in bed reading an article talking about transformation
Photo by Karolina Grabowska: https://www.pexels.com/photo/woman-reading-a-magazine-in-her-bed-6633697/

When you create marketing content for your business you’re aiming to show your future customers how each product or service will help them. You’ll do that in different ways, whether you’re writing content to build your relationship or copy to convince your audience to buy now.  Talking about transformation and how your products and services bring it about helps your audience see the benefits in action. It’s like a before and after weight loss picture with feelings.

Here’s how it works in practice.

The before

This is often the bit your audience will identify with most. Sometimes it works visually, particularly if you help your customers to achieve a physical transformation. At other times it doesn’t because you need to show that you understand how they feel. Your ‘before’ could be a feeling, like mum guilt, depression, or worry. Use those feelings as your starting point and talk about them in your marketing.

The after

Now comes the part where you show your audience where they could be with your help. You can do this in a blog post, offering general advice to help them see the benefits of your products or approach. This could be something like “why you need to hire a professional will writer” or “how accounting software saves you time”.  You can also offer tips that will give people a practical taster that your advice works and put them into free downloads to encourage sign-ups to your email list.  

The most powerful pieces of content are things like client testimonials and case studies that show your real-world results.

How talking about transformation works

The idea of talking about transformation might seem a bit obvious; you show your customers the before and after and it convinces them to buy. The thing is, it goes deeper than that. Human beings have always used stories to form communities. You’re telling someone a story when you talk them through a transformation. You’re also showing them that you understand. You stop being a business that wants to sell them something and become another person who knows what it’s like to be drowning in paperwork or how important it is to buy your mum a great Christmas present.

Two types of transformation

There are two ways that you can change someone’s life; you can make a physical difference and an emotional one. Good marketing content uses both.

Physical

When you’ve helped someone to achieve physical change, it could be outwardly obvious. That’s where those before and after photos come into play because you can show how much more toned someone is or improvements in their skin. You might not always be able to spot the difference by looking at them. Maybe you’ve saved someone time, helped them get more organised or to achieve a goal that’s only obvious to them. That’s where you need to start writing about it.

Emotional

Showing a practical transformation is great, but it only works if the person seeing it has an emotional response too. You might look at before and after photos and shrug because it’s irrelevant to you. Talking about the feelings that go with the transformation is what motivates people to take action. Get them to imagine what it would be like to feel healthier or less stressed. Show them that they can feel more confident in their parenting skills. That’s the stuff that motivates someone to make a change.

Do you need to start talking about transformation in your marketing? I can help with that. Book a call here and let’s have a chat.

Alternatively, if you’d like writing and marketing hints and tips straight to your inbox every month, sign up using the form below. I don’t do spam and you can unsubscribe whenever you like. You’ll also get a copy of my free guide with 5 easy content marketing tips to help your future customers find you online as a thanks from me!

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6 tips to make planning your Christmas marketing a breeze

Christmas marketing - the adventure begins!
Photo by Simon Migaj from Pexels

Your Christmas marketing could be all about gifts, but it can also give you the chance to show your customers what you’re about and to have some fun. You can find some ideas for things to talk about in your Christmas marketing here. When it comes to sharing them there’s more to it than social media…

Email your Christmas marketing

You might think that email marketing went out with the dinosaurs, but it’s alive and well, with 99% of email users checking their inbox every day and businesses in the UK reporting an income of £42 for every pound they spend on email marketing. The key is to be helpful, entertaining, or both. Give your subscribers easy-to-buy gift options, helpful tips, discounts or something that will cheer them up.

Gift guides

Gift guides are a brilliant marketing tool because you can use them as a lead magnet to encourage new sign-ups to your email list and send them out to your subscribers.

When you use them in your Christmas marketing you can split your products into different categories and highlight the best gift ideas. Write a short and catchy description of each product, put them into a PDF with a gorgeous image and you’re ready to go.

Put a gift page on your website

Adding a new page on your website might sound like a lot of work, but it really isn’t. It’s just another way of sharing the information you put into your gift guide. That way, if someone doesn’t follow you on social media but finds your website on Google, they can still buy from you. Just make it easy for them to search by category or price so visitors can find exactly what they want.

Social media posts that show behind the scenes

You can help your customers get to know you by showing them what’s happening behind the scenes. If you’re celebrating Christmas jumper day or are supporting a charity, let your audience know. Talk about what Christmas means to you or share a festive joke. You can build engagement by asking your customers to share a picture of their tree or what their favourite Christmas film is. You can get more ideas from this book.

Run a competition

I don’t mean something that everyone and their dog would enter, like ‘win a bottle of fizz’ (unless you’re a wine merchant, then it’s ideal). Offer something that your ideal customer would value. You can use it to attract new email subscribers or social media followers and it’ll help you to create lots of posts as you can talk about the prize itself, the build-up to the prize draw then go live to choose the winner.

Don’t forget about print

When you were a kid, did you ever go through the Argos catalogue circling the stuff you’d love to find in your Christmas stocking? Print works because it cuts through the social media noise. Your customers can keep a gift guide on the kitchen table or pin a leaflet to their noticeboard. You can hand them out at Christmas fairs or put them in the post.

Send your customers a Christmas card and you’ll give them warm and fuzzy feelings and remind them that you’re here when they need you.

Do you need some new ideas for your Christmas marketing? Would you rather just hand it over and get on with running your business? I can help with that. Book a call here and let’s have a chat. You can also get ideas for Christmas posts from 1st December to Christmas Eve by snaffling a copy of my book here.

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Are you setting boundaries between your personal life and business marketing?

The image shows a laptop, book and phone wrapped in chains. This is setting boundaries at its least technical and most extreme.
Photo by Pixabay: https://www.pexels.com/photo/black-android-smartphone-on-top-of-white-book-39584/

I’m a big believer in sharing some of your life in your marketing. Here’s why. The question is, how much do you share? It’s one thing to give your audience a glimpse behind the scenes, but that doesn’t mean giving them access to your entire private life. Everyone is different; what’s right for you may be inappropriate for someone else. Here are some of the things I thought about when I was setting boundaries between my marketing and life behind the scenes. I hope they help you too.

Can you talk about work?

I ran a blogging workshop at a business retreat a few years ago and one of the attendees told me that she couldn’t talk about her day job. At all. She’d signed a non-disclosure agreement. She was building a business on the side and could talk about that but couldn’t share any anecdotes about her work history or experience. It’s an extreme example, but if you work with sensitive information or have a duty of confidentiality towards your clients this could be an issue for you. The problem is that case studies are a great way of showing future customers the kind of challenges you deal with. I often share an anonymised version of a case study in these circumstances. If it’s something distinctive or highly personal I’d still recommend contacting the client in case they recognise themselves.

What do you want to protect?

Your family might support you in your business but that doesn’t mean they want to feature in your marketing. My husband has appeared in the background of a few Zoom calls, but he’d be deeply uncomfortable if I put him on Instagram. I talk about my children because it helps me to connect with other business-owning mums, but I never share images of them or mention their names. This is the kind of boundary that it’s best to set by having a conversation with the people closest to you. My kids aren’t old enough to consent to be on social media, so I don’t put them on there. That’s why I acknowledge their existence but don’t share details.

You might think this is a small issue, but it can cause rifts if you make assumptions. (Google ‘why don’t we see Aimee Osbourne’ if you don’t believe me.)

Setting boundaries around personal details

Setting boundaries isn’t just about protecting your family members and throwing caution to the wind when it comes to your privacy. On a practical level, sharing too much personal information puts you at risk of identity theft or being scammed.

You might have started your business because of something you went through and want to help others with. Connecting with your audience might mean sharing some incredibly personal details. You might be talking about your experience of baby loss, medical treatment or mental health issues. Your audience might read about your experience and emotions and be relieved that they’re not alone. At the same time, you might feel that some details are too personal. Remember, it’s your decision. If it feels like too much, leave it out. I know you want to help your audience but think about what’s right for you too.

Do you need some help creating marketing with the right boundaries? I can help with that. Book a call here and let’s have a chat. Or, sign up to my mailing list for blogging and marketing hints and tips straight to your inbox every month.

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Why you need to show your life in your marketing

A woman celebrating - you can put life into your marketing too.

You’ve probably seen loads of marketing advice telling you that you need to share your knowledge and establish yourself as an expert in your field. That’s all true. When you have a small business, you need to go one step further and share a bit of your life with your customers. The big brands can build a corporate image around their values, but you need to show your audience who you are as a person. Here’s why you need to put some of your life into your marketing.

It makes your audience feel part of something

Content marketing is designed to help you build a relationship with your audience so that they’ll buy from you. When your marketing creates a community, it helps your audience feel as if they’re part of something amazing. That might happen because of chats in the comments on your posts or what you share in your Facebook group.

The easiest way to make your audience feel included is by giving them a glimpse behind the scenes. If you create products, you can share videos or posts of you making something. Someone might see the work in progress and decide they must have the finished product! Case studies are brilliant if you’re like me and offer a less visual service. You can show prospective customers the process so they know how you work and can read about the results.

Shared experience connects you with your customers

Maybe you started your business because you came through a challenge and wanted to help other people do the same. Your story needs to be central to your marketing. It shows your customers that you understand what they’re going through because you’ve been in their shoes. You can build trust by talking about your experiences. This is particularly good for business or health coaches, personal trainers and parenting experts.

Showing your life and the experiences you share with your customers can also work in another way. Whilst it might not be directly relevant to your business, sometimes you just want to work with someone who’s on the same wavelength as you or support their business. I work with lots of business-owning mums and it gives you a shorthand that makes communication easy and fun.

Sharing your life shows people you’re human

When you spend time running a business online, you’ll inevitably come across people who forget you’re a human being with feelings. They think that those nasty comments will bounce off (if they even think before they type). Sharing posts that show people what your life is like when you’re not at work helps to remind people that you’re a real person. It could also help to distinguish you from another, similar, business. I haven’t had anyone tell me they want to work with me because I’m a rugby fan so far, but you never know!

One word of caution; use posts like this sparingly. Every so often is fine but your customers aren’t your friends. They don’t need 500 pictures of your baby, cute puppy or to hear about how hungover you are. Just an occasional reminder that you have a life outside business.

Are you ready to put some of your life into your marketing? I can help with that. Book a call here and let’s have a chat.

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Why you need to start using emotional marketing

A woman experiencing emotional marketing.
Photo by Ekaterina Bolsova via Pexels

Does your marketing get in touch with your customers’ emotions? I don’t expect you to have them sobbing into their cornflakes all the time, but emotional marketing can be incredibly powerful. The adverts that you remember are the ones that made you feel something. Think of that McDonalds Christmas ad that made every mum wish her children would stop growing up so fast and you’ll get what I mean. Emotional marketing doesn’t have to be hysterically funny or make your audience cry to be effective. Here’s why you need to start thinking about your customers’ emotions when you create your marketing content.

Know like and trust

You may have heard this one before, but the know, like and trust factor is one of the key things you need to build if you want a successful business. People are learning to trust their local small businesses, but they can still be wary of handing their money over to someone who might disappear into the night. If you regularly share marketing content that shows your audience you’re a real person they’ll start to trust you. Make it something human and relatable and they’ll start to like you.

The great thing about emotional marketing is that you can be yourself. That might be terrifying, but it helps you to attract your kind of people. Your marketing makes them feel seen and understood. We’ve all learned the value of community over the past two years; emotional marketing can help you to build a community around your business.

Decisions come from the heart as well as the head

Have you ever made a logical decision then hesitated because it didn’t feel right? Or had a gut feeling about something that eventually proved to be correct? Our brains process emotional information far more quickly than facts. In fact, emotions bypass the logical part of the brain altogether. It means that emotional marketing helps you to create a great first impression before your customers know anything else about your business. They might still make a list of pros and cons, but it’ll probably come later. Or be completely irrelevant if they don’t like you.

That doesn’t mean that your marketing has to be ‘likeable’ as long as you make your audience feel something. Creating a connection is the most important bit.

Emotional marketing can be used in different ways

As you might expect, different emotions get different results. Negative emotions are more likely to encourage people to take action. Content that makes them laugh or feel happy is more likely to be shared. Your business will influence the kinds of emotions you want to evoke, but it’s important to include a mixture. You might help people with a challenge that makes them feel stressed or anxious. Maybe you want them to think about something difficult that they didn’t know about. It doesn’t mean that your marketing needs to be relentlessly depressing. You can still share the positives. This is particularly true if you’re showing your audience the before and after – more on that in a future post.

Are you ready to get some emotion into your marketing? I can help with that. Book a call here and let’s have a chat about how I can help you.

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Case study – creating flexible packaged services for Fishers Solicitors

Flexible packaged service case study

My work with Fishers Solicitors’ started thanks to a conversation about my packaged services at a networking event. If you’re at all familiar with my work, you’ll know that’s a common occurrence. I’m usually involved in the conversation in question, but this time I wasn’t. That’s the beauty of networking with people who remember what you do. One of the partners at Fishers was talking about marketing and the fact that their marketing manager often needed members of the team to write blogs. The trouble is that busy solicitors generally have more pressing demands on their time. It was proving to be a struggle. I was swiftly introduced for a chat with Chloe, who co-ordinates their marketing.

The challenge

When I spoke with Chloe it soon became clear that they needed more than blogs. Like a lot of professional service businesses, they had access to a bank of articles that they could share but they also needed content that was unique to them. The practice covers a range of different services so they have plenty to talk about. Chloe told me that she gets lots of content ideas from the different teams but that execution is an issue. They struggle with formatting and getting their message across in the right way. She wanted to create a discussion-based blog that is topical and pushes their strategy. They’re also regular contributors to a magazine where they answer a legal question each month and want to add new content to their website too.

The solution

My packaged services are built around creating a set number of blogs each month. However, they can also include other types of content too. While Chloe wants to build an effective blog to build Fishers’ reputation and position them as thought leaders there’s more to it than that. Since we started working together, I’ve written blogs, a new page for their website, a magazine Q&A and a news item that can also go out as a press release. Chloe and I speak once a month and she introduces me to other members of the team so we can have a chat. That means they can just tell me what I need to know in a few minutes, rather than trying to write content in a way that’s completely new to them.

Does your business need flexible content at a predictable cost? I can help with that. Just email me or book a chat here.

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Do you ever feel you’re pulling yourself in different directions?

A woman going in different directions.
Photo by Andrea Piacquadio from Pexels

I don’t think I’m alone in having a lot of different things in my life. We’ve all got those metaphorical balls (the ones we juggle, but occasionally the other kind too). There’s all the life stuff; the home, partner, kids, family and friends. Delete or add as applicable. I keep finding myself saying ‘let’s have a catch up soon’, then organising a coffee takes about a year. That’s even before I get to the bit where I run a business too. You’ve heard all this before, I know. The only reason I’m talking about it now is because I seem to have had an influx recently. There’s been more paying work, which is extremely lovely. Conversations about self-care seem to have become a thing too. As I write this the words of a wise woman telling me I’m hearing it for a reason are floating at the front of my brain. There have been new ideas that I can’t seem to make a decision on. Then there have been people asking about my book. Have I told you about the book? Maybe I haven’t, so let’s start there.

It’s always been about the book

Before I had the faintest idea that I might write content marketing for businesses, I wrote stories. I know that we all did that at school, but I carried on. Ideas for crime novels pop into my head at regular intervals. The one I’m working on now existed as an idea for a few years before I started making some notes, writing random scenes as they occurred to me. When I was a commuter I wrote on the train. Now I’m editing; it feels as if I’ve rewritten the thing about eleven billion times but I could be exaggerating. It’s a murder mystery, set in Leicester and I’m almost ready to send it out into the world.

I think I might be scared

There’s the problem, you see. I feel as if everything has been pushing me towards this point. Even the self-care conversations, because I know I need to look after myself to deal with whatever different thing comes next. It’s also why I keep getting new shiny ideas. A bit of me wants to get on with it. A much bigger bit is utterly terrified. What if it’s rubbish? (Apparently most first novels are.) There are characters inspired by people I love and tiny snippets of my life in those pages. It feels personal. The other nagging feeling is the fact that being a published novelist is my dream. I don’t know what happens next if the dream comes true. Will my life still be my own if I take it in a different direction? Will I become a magnet for trolls on Twitter? No idea.

What shall I do next?

This is a silly question, isn’t it? I need to finish the two little edits that are bugging me and send my manuscript out for someone else to read. I’ve got friends who’ve offered and I know where to get a reader’s report. An author friend (yes, I have one of those) even got me an email address for a published crime writer who’s happy to look at a couple of chapters for me. So, I know the answer to my own question. I just need to get on and do it.

Why am I telling you this story? It’s because I’m a writer and that’s what I do. I can help you find the right story to tell in your marketing so you can attract wonderful new customers. If I can help you with that, let’s have a chat.

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5 ways to turn your blog into digital products

Digital products - creation in progress.
Photo by ANTONI SHKRABA from Pexels

I resisted creating digital products for ages, mainly because I’m a service-based business and I love working with people one to one. There are many business gurus who will tell me it’s inefficient, but it makes me happy. At the same time, I realise that there are people who need something different. Who aren’t ready to work with me yet but might be one day. Lockdown changed my view too. I realised that there was very little point in me talking about staying visible if I didn’t give people tools to help them. It prompted me to create an eBook that people could buy, even if money was tight, that would help them to DIY their content.

If you’re ready to create some digital products but don’t know where to start, here’s my quick rundown of some products you can create from information that’s already hanging around in your blog.

Turn it into an eBook

Your blog posts share your expertise and helps your audience and an eBook does the same. You might wonder why anyone would pay for an eBook when they can read your blog for free. The answer is that it’s more convenient; all the information is in one place. I created my blog topics eBook using several different posts and adding new content. I’m turning a series of blogging tips into a book too – sign up for my email list and I’ll let you know when it’s ready.

Create a course

I know everyone seems to have a course these days, but your audience will buy from you because they know you. They’ll also pay for the benefit of being able to ask you questions (without feeling silly) and get guidance that’s tailored to them. It’s just like an eBook except you can help them put the knowledge into practice. You can create an online version, offer face to face training or both, it’s up to you.

Make some checklists

You might feel awkward about charging people for these, but they can be helpful. Turn a blog post with a step-by-step process into a checklist, then people can follow the steps and tick them off as they go. It’ll help them to stay organised and avoid overwhelm. You could sell them alongside other products, like a course or eBook, or even use them as a freebie for your email list and make them paid later.

Put together a template

Templates are brilliant for people who are trying something new and want a bit of help. Sometimes turning a blog post into a template is easy. If you’re talking about what to put in an email newsletter you can create a template that shows people how that might look. You might need to be more creative; if you’re talking about creating something decorative, could you make a template or pattern to give other crafters a guide?

Create a bundle

You might end up creating several products that help your customers to achieve one result, in different ways. People could sign up for a course and get a checklist and template as part of their materials. You could add them to an eBook as a bonus or a thank you to VIP customers. Alternatively, you could just advertise them as one big bundle; you only have to make one sale, but you earn more from it.

Are you ready to create digital products or start a blog? I can help with that. Take a look at my blog writing packages or book a call here and let’s have a chat about how I can help you.

Would you love to get more content writing and marketing tips like these straight to your inbox? Would you like to know when my book for blogging beginners is ready? You would? Then sign up to my mailing list using the form below. I hate spam and you can unsubscribe any time. You’ll even get a free copy of my eBook ‘Stop hiding your business’ as a thank you from me.