Tag: content marketing

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Do you share your knowledge in your marketing?

Do you share your knowledge in your marketing?

It’s easy to feel intimidated when you compare yourself to people who know more than you or have more experience. You wonder why anyone would pay you for anything when far more impressive people offer the same service. It holds you back. You think you won’t succeed because there’s always someone better, so you don’t shout about what you do. You don’t talk about what you’re good at or share your knowledge because someone else has already written about it. I know because I’ve been there. On a bad day, I still think like that.

Here are four reasons why you need to stop holding yourself back and share your knowledge in your marketing.

You know more than you think

A couple of months ago, I was at a business expo and was chatting with someone I vaguely recognised on a marketing agency stand. I mentioned I was a copywriter, and he said, “Great, me too! Do you want to do an interview? We can geek out about copywriting.” Then I saw he was pointing to a nearby camera. Gulp. I have to psych myself up to go on camera anyway, but with another copywriter? What if I showed myself up? But I’m in my getting out of my comfort zone era, so I said yes. It was a great chat. There were a couple of questions where I thought of much better answers after it was all over, but that’s life.

I surprised myself, and if you sit down to think about how much you know, I think you will, too.

You know your customers

You’re the boss, and you get to decide who you want to work with and market to. I know that can be hard to hear when you’re starting out and just need to make some money, but over time, you’ll learn who your people are. Then, you can start talking to them in your marketing. Knowledge isn’t just about your work. It’s about people. The way you write and the images you choose can speak to the clients you want to work with and help you attract more of them.

You have skills other people don’t

Once you realise you know more than you think, you work out that not everyone has the same knowledge and skills as you. A graphic designer could explain all the principles of great design to me, but I’d never be able to produce the same quality work as them because my brain doesn’t work that way. Everyone has different talents. You might be great at making jewellery, or photography, or getting people organised and love doing it.

Sharing your skills and knowledge helps you reach people who’d rather stab themselves with hot pokers than do their own bookkeeping or haven’t got time to roam the high street in search of a great gift.

People need you

At some point, you’ve assumed your knowledge isn’t worth sharing anywhere because it’s too basic and obvious to bother writing about. Either that or someone who’s more of an expert has covered it already. The thing is, it isn’t obvious to the people who need you. You’re comparing yourself to other people in your industry and not to your clients. People buy from you because of who you are and not just what you know. It doesn’t matter if they can get the same information somewhere else. Hearing it from you lets them know that you have the knowledge to help them and that you’re their kind of person, and that’s what matters.

Ready for a chat?

If you need a copywriter to be your cheerleader and help you share your knowledge, let’s have a chat. When you work with me, I’ll get to know you and your business and write content that sounds like the best version of you and that your audience will love. Email me to arrange a chat or book a Zoom call to find out more.

Alternatively, sign up for my mailing list, and I’ll send you a free copy of my eBook with fifty (yes, 50) topic ideas for your marketing as a thank you.

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5 tips to help you choose the right copywriter for you

Have a cup of tea with me and see if I'm the right copywriter for you.

There are loads of ways to find a good copywriter. You might have bumped into one of us at an event, asked your network for recommendations or searched online. Whether you decide to work with a freelancer or an agency, there are a few ways to choose the right copywriter for you. Here are my tips to help you in your search.

Can you talk to them?

The best way to learn whether a copywriter is a good fit for your business is to talk to them. You don’t have to feel as if you’ve met your new best friend, but if the conversation is stilted and awkward, it isn’t going to work. Good copywriting is built on a relationship where you can speak freely and feel that your writer is listening to you.

When you talk to a copywriter, ask yourself how much information you feel comfortable sharing. Most of my clients need to get their personality into their marketing. If that’s the case for you, a writer that lets you be yourself is vital.

Shared values

You’ve built your business around your values and how you want to work. The right copywriter for you will often have a similar outlook on life. Being on the same wavelength means they’re more likely to speak your language and get that into your marketing.

You might also share similar personal circumstances or history. That can help if you have a personal reason for starting your business or if your lifestyle influences the way you prefer to work. It can take time for a relationship to develop and for your writer to learn what you want. Having shared values can get the process off to a good start.

How do they market themselves?

However you found your copywriter, it’s a good idea to check them out online to see how they market themselves. If you want someone to write blog posts, do they have their own and write new posts regularly? Are they active on social media? If they have an email list, you can sign up to see if you like what they send.

You can also check to see if you enjoy their writing style. Every copywriter will tailor their work to you, but it’s usually a good sign if you like how they write for themselves.

What experience do they have in your industry?

You might want to work with someone who already has a working knowledge of your industry, especially if it’s highly regulated. I used to be a lawyer and work with lots of legal, finance and insurance professionals. Speaking the same technical language and understanding how their brains work helps.

If a copywriter has worked in your industry before, they may know what style works well and have results they can share. Equally, if you want to take a radical approach, they’ll know what cliches to avoid.

Ask for samples

Asking for samples lets you see examples of a copywriter’s work and how their style varies for different clients. They might have a portfolio online (like mine) with a few samples, but it’s always worth asking for more, especially if you have a particular project in mind.

You can ask for samples to narrow your options if you’ve had several recommendations and want to decide who to meet. If you already think a writer might be a good fit, looking at their portfolio can help you decide.

Ready for a chat?

If you want to find out whether I could be the right copywriter for you, let’s have a chat. When you work with me, I’ll get to know you and your business and write content that sounds like the best version of you and that your audience will love. Email me to arrange a chat or book a Zoom call to find out more.

Alternatively, sign up for my mailing list, and I’ll send you a free copy of my eBook with fifty (yes, 50) topic ideas for your marketing as a thank you.

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What my sat nav taught me about business

What my sat nav taught me about business

I never needed a sat nav until I started my business. I drove to the same few places most of the time and caught the bus or train to work. I only started plugging my phone in to give me directions when I had to find my way to see clients or head to a new networking venue. Until the day I used it for personal reasons, and it taught me a lesson. Here’s what my sat nav taught me about business.

The sat nav story

My road to sat nav enlightenment came on a day when I wasn’t actually working. I had a few errands to run that involved driving to several places. I’d been to each of them before individually but had never called on all of them in succession. Have you ever had that thing where you can picture the places you need to go but not the route between them? I had that.

I was heading to my second stop, and the road names started to sound familiar. I was paying attention to the road signs but ignoring the landmarks. My phone told me to go straight ahead at the next roundabout, but something felt off. I looked up to see a massive sign on the side of a building telling me to turn left for the car park. If I hadn’t looked around, I’d have ended up on the wrong side of a large fence.

Here’s what my sat nav taught me about business.

The road map isn’t always right

How many times have you heard someone say they have the blueprint for business success? Often, they have a map that’s based on what worked for them. That’s not to say they don’t have anything useful to say. If you don’t know where to start, their example can give you ideas for things to try. But your business is different from theirs. What worked for them might need tweaking for you.

Trust your instincts

I only looked up to see the massive sign showing me where to go because something didn’t feel right. You know your business better than anyone else and getting to know your audience will help you decide what to sell and how to market your business. The advice you follow should feel right to you, based on your values and what you know about your customers.

This comes with a caveat. You might get good advice but ignore it because you’re scared of what people will think. Working with a good coach can help you tell the difference between something that won’t work for you and something you’re avoiding for a different reason.

Look up once in a while

OK, I admit it. I’m picturing Ferris Bueller as I write this. (Yes, I know I’m giving my age away, but I don’t care.) In business, looking around can take a few different forms. You might want to think about the reasons you started your business and how you want to work and treat your customers. Maybe you want to talk to your audience, online or face to face, to find out what they need. Sometimes, your industry changes, and you need to change with it.

However you do it, looking around can help you decide whether you’re on the right track or need to change course.

Ready for a chat?

I can’t guide you through business decisions, but I can help you see your business through your customers’ eyes. When you work with me, I’ll get to know you and your business and write content that sounds like the best version of you and that your audience will love. Email me to arrange a chat or book a Zoom call to find out more.

Alternatively, sign up for my mailing list, and I’ll send you a free copy of my eBook with fifty (yes, 50) topic ideas for your marketing as a thank you.

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Human vs AI: who can help you tell a good story?

Can AI help you tell a good story or do you need a human?

The subtitle for this could be ‘What I learned from having a pigeon down my chimney’. Yes, you read that right and of course, I’ll get to the story later. The real point of this post is to ask whether AI can help you tell a good story in your business or if you might need a human being instead.

Why do you need to tell a good story?

The main difference between your business and all the other ones offering a similar product or service is you. Your personality, values, and the way you look after your customers. It’s a different story for big brands, but for small businesses like ours, our personality matters.

I know it’s a cliché, but people buy from people. Telling a good story helps you connect with the right ones. The story doesn’t have to be personal, but your future customers need to feel they’ve had a conversation with you, even if you’ve never met. Getting your tone of voice and sense of humour into your writing helps that happen.

The time I asked ChatGPT to tell me a story

I asked ChatGPT to tell me a story from its life because I was curious about how it would respond. This is what it said.

“I don’t have a life in the traditional sense—no childhood, adventures, or personal milestones. But I do have a kind of story!

Once, I was just a simple algorithm, learning to understand patterns in text. Over time, I evolved, growing smarter with the help of countless conversations and questions from people like you. Each interaction helped shape me into a better listener and helper. While I don’t have my own experiences, I love being part of yours—whether it’s brainstorming ideas, solving problems, or just sharing a laugh.

That’s my “life story”—short and digital but always growing!”

It’s undoubtedly accurate but not exactly inspirational. The lack of common ground between ChatGPT and me, besides the fact that we’ve both learned things over time, means I don’t feel any connection. It might be able to suggest a solution to a problem, but I’d still seek advice from some humans, too.

Getting a pigeon out of a chimney

Many years ago, I was sitting on the sofa at home (a different home from the one I’m in now) and heard a noise from the chimney. The chimney was boarded at the bottom, and I thought I heard something land. Then, after a moment of silence, there was a scratching noise. Something was alive in there. I called the RSPCA, and they said they couldn’t help because it was probably a wild bird. Then I remembered we knew a vet. My husband rang him, and he came straight round, agreeing it sounded like a bird. The husband prised the board away with a hammer, and Dan, the vet, reached in to retrieve a slightly sooty pigeon. He carried it out into the garden, where it sat on a table, coughed a few times and generally looked dejected. Dan said he didn’t think anything was seriously wrong but that we might want to put the bird somewhere safe in case the local cats came calling.

I went to the shed to see if I could find a box. The door stuck as I pulled it and finally opened with a bang that startled the pigeon. We watched it fly off into the night, happy it would be safe in a tree somewhere.

I tell you this because it’s the kind of story an AI would never create, and it hopefully tells you something about the type of person I am. Of course, there’s also a lesson behind it.

Work with an expert

If we hadn’t been able to find a friendly vet out of hours when that pigeon came down our chimney, that story could have gone very differently. We’d probably have ended up with a distressed, sooty bird flying around our living room in a panic. Dan knew how to lift it from our fireplace and keep it calm because he’s an expert.

Telling stories in your marketing helps you connect with your audience so they can get to know you. You might find it easy, but if you don’t, get some help. AI can help you get started, but a human can help you tell a good story by writing it for you.

If you’ve created a marketing plan and want help to turn it into a good story, I can help. When you work with me, I’ll get to know you and your business and write content that sounds like the best version of you and that your audience will love. Email me to arrange a chat or book a Zoom call to find out more.

Alternatively, sign up for my mailing list here, and I’ll send you a free copy of my eBook with fifty (yes, 50) topic ideas for your marketing as a thank you.

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Case study – unstuffy legal blogs for Westcotes Wills

Rosie from Westcotes Wills, who was looking for unstuffy legal blogs for her business.

I knew I was going to love working with Rosie O’Hanlon-Hills, the awesome will writer behind Westcotes Wills, as soon as she turned up for our first meeting. It was my birthday, and she arrived with a card and a bunch of flowers! We initially met and clicked over a networking lunch (I’m aware that most of my client stories start that way). Rosie wanted to take the fear out of making a will and show people how her expertise can help. Her clients talk about how she puts them at ease, even when making a will or creating a lasting power of attorney leads to difficult conversations. When Rosie wanted to start a blog, she knew that a blog-writing ex-lawyer (that’s me, in case you were wondering) would be the right choice.

The challenge

Westcotes Wills’ blog posts need to talk about their range of services, including will writing, LPAs and estate management. We needed to educate people about the things they might not be familiar with and encourage them to take action. Convincing someone to make a will often means pointing out the things that can go wrong if you don’t have one, which can be incredibly gloomy. Rosie is a generally cheerful person with a wicked sense of humour, so doom and gloom isn’t her style. We needed to talk about the benefits of getting your legal affairs in order and show Rosie’s expertise in a way that reflects her personality.

The solution

When she contacted me, Rosie knew that she wanted one of my monthly blog-writing packages. She often has ideas for the things she wants to cover, but I also come up with suggestions for general topics that might help her audience. We have a catchup every month, mostly over Zoom but sometimes in person too. These monthly chats are invaluable as new blog topics sometimes come up as we speak. It also allows me to listen to how Rosie talks about her subject so I can capture her voice in the blog posts. I’ve been writing her blog for over four years now, and also adapt each piece to turn it into multiple social media posts she can use on her other platforms. Working with Rosie has always been a joy because I get to talk about the law and make it accessible.

Does your business need content that showcases your expertise in an approachable way? I can help with that. Everything I do is tailored to your needs, so you get words that work for your business. Just email me or book a Zoom call here.

Alternatively, sign up for my mailing list here and get a free copy of my eBook with fifty ideas to give you fresh marketing inspiration.

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Why Your Business Needs a Communications Strategy (and Not Just a Content Plan)

Guest blog by Joanne Parker from Joanne Parker Communications explaining the importance of a communications strategy.

Hands up, who has created a content plan for 2025?

If you have, you may be feeling quietly smug, safe in the knowledge that you know exactly what content you will create every week for the next month, six months, or even year.

Having such a plan in place is undoubtedly a great achievement, but without a communications strategy, you will likely miss a trick.

A content plan is not the same as a communications strategy. Yes, they’re related, but one without the other is like baking a cake without a recipe—you might end up with a cake, but it won’t be as light, airy and tasty as it could be.

Starting at the end

I often find the best way to think about strategy is to consider how you will know if your content plan is successful.

What are you going to measure?

Often, clients will say things like ‘awareness.’

Awareness of what? By whom? Where? When? With what message?

If you don’t have the answers to those questions, you could well be generating content for the sake of it.

What is a communications strategy?

Think of it as the big-picture plan that defines why you’re communicating, who you’re talking to, what you want them to do, and how you’ll measure success. It’s your guide to every piece of content, every campaign, and every conversation.

Why Isn’t a Content Plan Enough?

Here’s a scenario I see all the time. A business has a fabulous content plan. Posts are going out daily. The captions are witty, the graphics are slick, and the engagement is… well, it’s fine. But when I ask, “What’s the goal of all this?” I’m often met with blank stares or vague responses like, “To build awareness” or “To sell more.”

That’s where the problem lies. Without a strategy, your content is likely disjointed, inconsistent, or aimed at the wrong audience. You’re busy posting but not necessarily moving closer to your business goals. A strategy ensures every piece of content has a purpose, fits into the bigger picture, and helps you achieve measurable results.

Strategy First, Tactics Second

Imagine you’re planning a road trip. The content plan is your playlist, snacks, and stops along the way. But the communications strategy is the route you’re taking, the destination you’re heading to, and the map you’ll use to get there. Without it, you’re just driving in circles, hoping to stumble upon something interesting.

A good communications strategy answers these key questions:

  • Who are you talking to? Your audience isn’t “everyone.” Narrow it down. Are you speaking to busy parents, eco-conscious millennials, or CEOs juggling a million priorities?
  • What do you want them to do? Maybe it’s subscribing to your newsletter, booking a consultation, or changing their behaviour. Be specific.
  • Why should they care? This is where your messaging comes in. What problem are you solving, and why are you the best person to solve it?
  • How will you reach them? This is where the content plan comes in. Social media, email, blogs, videos—these are your tools, not your strategy.
  • How will you measure success? Metrics matter. Are you tracking clicks, sign-ups, sales, or something else? Without data, you’re flying blind.

Real-Life Example

Let’s say you run a boutique fitness studio. You might have a content plan that includes daily Instagram posts, weekly blog updates, and monthly email newsletters. Great! But without a strategy, your efforts might look like this:

  • Posting motivational quotes that don’t resonate with your audience.
  • Writing blogs about general fitness tips that don’t showcase what makes your studio unique.
  • Sending emails that don’t align with your upcoming promotions.

With a strategy, however, everything changes. You decide your target audience is busy professionals who want quick, effective workouts. Your key message becomes, “Fitness that fits your schedule.” Now, your Instagram posts focus on time-saving exercise tips, your blogs highlight success stories from working professionals, and your emails promote lunchtime express classes. See the difference?

The Benefits of a Communications Strategy

Here’s what a solid strategy can do for your business:

  • Clarity: You’ll know exactly what to say, to whom, and why.
  • Consistency: Your messaging will be cohesive across all channels, building trust with your audience.
  • Efficiency: No more wasting time on content that doesn’t serve your goals.
  • Impact: Every piece of communication will move you closer to your business objectives.

Creating a communications strategy doesn’t have to be daunting. Start by revisiting your business goals. Then, think about your audience and what they need from you. Outline your key messages and choose the channels where your audience spends time. Finally, set measurable objectives so you can track your progress.

If you take the time to map out your strategy, your content will work harder and deliver results that meet your objectives, helping your business flourish and grow.

Joanne Parker helps you create your communications strategy

Joanne Parker

Joanne Parker Communications

Tel: 07596719763

Email: hello@joanneparkercommunications.com

Website: www.joanneparkercommunications.com

LinkedIn: https://www.linkedin.com/in/joanne-parker-writer/

Arrange a meeting: https://calendly.com/jpcomms/getting-to-know-you

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What can Santa’s workshop teach you about copywriting?

He's made a list and is checking it twice. What else can Santa's workshop teach you about copywriting?

There’s something magical about the idea of a snow-covered workshop at the North Pole, where Santa supervises his elves as they make toys and get ready to load the sleigh on Christmas Eve. You might not think Santa’s workshop has much to do with copywriting, but I love thinking of ways to add a bit of magic to people’s lives and help them reach their goals. I don’t think Father Christmas would get very far without some hard work and efficient processes.

Here are some things I reckon Santa’s workshop can teach you about copywriting.

Make a list and check it twice

Santa checks his list twice, and I’m betting he double-checks every name label too. Mistakes can happen, but every good copywriter has a system to help avoid them.

I do my best work when I let the words flow without second-guessing myself too much. If I agonise over each word, everything grinds to a halt, and I end up with clunky paragraphs. No one wants that. Instead, I write a first draft, read it back, edit it and run it through my grammar-checking tool. This helps avoid mistakes and cuts out unnecessary fluff.

Wrap your gift perfectly

A beautifully wrapped gift adds to the Christmas excitement by adding some magic when you start opening presents on Christmas morning. You can do the same with your writing by finding ways to make it more visually attractive.

Even if you leave image creation to graphic designers, there are ways to make your words look better and encourage people to keep reading. Giant blocks of text feel daunting, so write short paragraphs and break them up with subheadings and bullet points.

Recruit your elves

Have you ever noticed how we only mention the toymaker elves when we talk about Santa’s workshop? They can’t be the only ones. What about the elves who get the sleigh through its MOT or the ones who feed the reindeer? There must be quality control or gift-wrapping elves somewhere.

Finding the right elves for each job helps you focus on what you do best. Even a relatively simple blog post can be a team effort with a writer, designer and editor. Building a team of people with different strengths helps you get better results.

Get the timing right

I saw a calculation that estimates Santa delivers presents to 526 million households on Christmas Eve, which defies the laws of physics. Getting to all those houses while it’s dark and the children inside are sleeping is quite a feat. The timing has to be spot on.

The same goes for copywriting. Deadlines matter, especially if you’re counting down to an important date like Christmas Day. Some of your products or services might be seasonal, and you want to give your customers plenty of notice to place their orders. A content calendar can help you track important dates and include a countdown to make sure you get everything done.

Spread some Christmas cheer

OK, this one reminds me of ‘Elf’, but I’m not going to sing to you unless you’re standing next to me at a concert. A magical man bringing wonderful gifts to children is a lovely idea. (Let’s overlook the implications of a stranger letting himself into kids’ bedrooms for now.)

Good copywriting doesn’t always evoke joyful feelings but should connect with your customers’ emotions. Using storytelling and emotional words shows people you understand their feelings, which helps them connect with you and become customers.

I never thought I’d have so much in common with Santa! I hope these tips help you find the right words to connect with your customers all year round. If you’d like me on your team, email me to arrange a chat or book a Zoom call here. I’ll get to know you and your business and write words that sound like the best version of you.

Also, you can just sign up here for helpful writing tips straight to your inbox and the chance to win a free copy makeover in the new year!

Have a wonderful Christmas!

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Can you share technical information with your customers?

The image shows a model chimp, a Lego stormtrooper and glasses, which can all help you share technical information with your customers.

How much of a geek are you? I’m willing to bet that if I asked you to talk about your business and why you love what you do, you could talk both my ears off. Business owners like us do what we do because we love it, which gives us an excuse to be a bit geeky. Unfortunately, that can cause problems when we try and share the details with our potential customers. So, can you share technical information with your customers? You can if you do it right.

What do your customers care about?

The brutal truth is that your customers don’t care about how clever your latest widget or whether I use fronted adverbials when I write blog posts. Those details aren’t what make them buy anything. The first step to understanding what technical information to share with your audience is knowing what they care about. What problem do you help them solve? How do you make their lives better?

Once you know what their priorities are you can write marketing that speaks to those concerns.

Focus on the benefits

If you’re bursting with excitement and want to tell everyone about your latest product and all its clever features, take a breath and ask yourself what’s in it for your customers. Focus on the benefits for them rather than the feature itself. Using specific language helps with this too. For example, a flask with a heating button isn’t that interesting. A travel mug that makes a busy mum’s coffee in 90 seconds so she can finish making packed lunches and get to school on time is much more appealing.

Think about how your product or service helps your clients and fits with their values and talk about that.

Before and after

Case studies show your audience the results you’ve achieved for other people and you can drop in some technical information as well. Prospective customers can see themselves in the people you’ve helped and imagine their future after working with you. You can present technical details as part of the story if they’ve helped. For example, if you’ve come up with a system that makes a process quicker or a gadget that’s more accurate you can mention using it.

It gives people evidence to support your claims, which builds trust.

Use an analogy

If something techy is at the heart of your message, be creative with how you share it. Using an analogy that your audience is familiar with can help. I heard a presentation recently about cyber security and how to protect your computer systems. The speaker compared system security to a medieval castle that needed to be protected from invaders. I could picture the castle and understand how different forms of protection worked when they were compared to walls, moats and guards. The only thing missing was a dragon!

Could you compare your services to something people already understand?

Where you should share technical information

Sometimes, technical details are essential information. However, they’re generally best kept in a clearly marked section, such as ‘product specifications’ or something similar. These details are vital if you sell something that needs to fit, such as clothes or a piece of furniture.

Other details might go into a section on specifications but are worth mentioning elsewhere too. For example, you could say what a product is made of but also highlight how easy it is to clean.

If you want to share technical information in your marketing in the right way, I can help. When you work with me, I’ll get to know you and your business and write content that sounds like the best version of you and that your audience will love. Email me to arrange a chat or book a Zoom call to find out more.

Alternatively, sign up for my mailing list, and you could win a free copy makeover.

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Are you scared to put your personality into your content?

Images of me encouraging you to put your personality into your content

When you’re a one-person business, you might not think of yourself as having a brand identity, but you probably know that your personality matters. Your character and values affect how you work, sell, and treat people. If you’re scared to put your personality into your content, you risk blending into the background and losing out on the right customers.

Why does putting personality into your content matter? I’m glad you asked.

It builds trust

People need to trust you before they’ll hand over their money. Putting your face and voice into your marketing shows your audience you exist beyond a Facebook page or website, so they’re more likely to click a link to buy a product or send you a message to book an appointment.

It can also quell nerves about contacting someone they’ve never seen. Remember, you’re a real person (did anyone else hear that in Hagrid’s voice?), so let your audience know.

It helps people get to know you

Your content shows your audience who you are and what you stand for. You might offer a similar product or service to lots of other businesses, but when you put your personality into your content, you show people the difference. In the face of many options, people often choose your business because you seem like their kind of person. You might share the same values or have a similar sense of humour, so don’t be afraid to share it.

It helps you stand out

Writing with personality can help you stand out, but images do too. I hate having my photo taken, so using images with my face on them in my marketing is challenging, but it is worth it. If your followers are scrolling their social media feeds, they’re much more likely to stop if they see a photo of someone they know and like than another stock image.

You can filter people out

You don’t have time to spare on calls with people who’ll never work with you, so putting your personality in your content helps you pre-qualify people. If you’re not for them, they can scroll on by. If they like what they see, that could lead to a call, a message or a new subscriber to your emails. The filtering process works in two ways.

Images

Looking at my photos, you won’t see a young, trendy fashionista, a beach babe or a sharp-suited city dweller. I look like someone’s mum, mainly because I am someone’s mum. You’ll see me with a cup of tea, walking in the woods or working at my laptop. If you visited the website for a corporate company or surfing brand, the images would be very different. Working with a good photographer can help you decide how you want to appear and give you photos that reflect that.

Words

The language you use in your marketing works alongside your images. Your words tell your readers what it would be like to have a conversation with you and whether they’d get what they need. Put simply, if you like how I write, you might like me. If you think I sound weird, maybe not. I can still adapt my style to suit your business, but how I write can help you understand whether I’m your kind of person and care about the same things as you.

If you’re scared to put your personality into your content, I can help. When you work with me, I’ll get to know you and your business and write content that sounds like the best version of you and that your audience will love. Email me to arrange a chat or book a Zoom call to find out more.

Alternatively, sign up for my mailing list here, and you could win a free copy makeover.

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Do you want to tell a good marketing story?

Image shows a blank page waiting for a good marketing story

Once upon a time, our ancestors gathered around fires to tell stories that kept them alive. It bonded the tribe so they’d all look after each other and know to watch out for that scary-looking tiger that came ‘this close’ to eating the storyteller. (I imagine it as the prehistoric version of ‘the one that got away’ after a fishing trip.) Sharing stories still helps us connect with other people, and that’s what marketing is all about. So, here are my tips on how to tell a good marketing story.

Choose a structure

Good stories have a structure that helps you understand what to expect. Starting a story with ‘once upon a time’ can be comforting if it’s a bedtime story or unexpected if it’s a LinkedIn post. Your story structure depends on whether you share a case study explaining how you solved a problem and the process or a post about a personal decision.

Jumping in at the most dramatic part of the story hooks your reader, and you can fill in the details later. Writing bullet points can help if you’re unsure where to start.

What does your story say about you?

A good marketing story shares your expertise but can also let your customers get to know you. When you write, ask yourself what the story says about you. You don’t have to be perfect; it’s better if you aren’t. Telling your audience about a mistake or a challenge and what you learned from it makes you more relatable because we all slip up sometimes.

I once agreed to work with a client because I needed the money, ignoring the alarm bells that told me they weren’t trustworthy. After several stressful months in which I did far more work than we’d agreed, they disputed my invoices. It taught me to pay attention to the red flags and do better research into potential new clients.

The ‘so what?’ test

It’s a harsh truth that your customers care more about themselves than they care about you. You might tell a highly personal story in your marketing, and the response could be a resounding ‘So what?  Before you start, ask yourself what your audience will get from your story. Do you have shared experiences that will resonate? Have you solved a problem like theirs before? It could simply show them that you’re easy to talk to.

Start gathering stories

What stories could you share from your own life? They could be personal or business-related, but you should be able to create a business link to pass the ‘so what?’ test. I once set the satnav to take me to a shop on the outskirts of town. I’d visited before but was approaching it from a different direction. The satnav told me I needed to go straight on, but that felt wrong. Then, I looked up and saw a massive sign on the road to my left. It reminded me that sometimes, in business, you should follow your gut rather than a road map someone else has created.

If you want to tell a good marketing story, I can help.

When you work with me, I’ll get to know you and your business. I’ll suggest topic ideas if you need them, and we’ll spend half an hour a month (or longer if you prefer) chatting about your business and our latest topic. Then, I’ll write a post that sounds like the best version of you and that your audience will love. To find out more, email me to arrange a chat or book a call here.

Alternatively, sign up for my mailing list here, and you could win a free copy makeover.