Tag: marketing

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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 you expect from your copywriter?

What can you expect from your copywriter? Find out here.

Outsourcing can be daunting when you’re used to being the only person looking after your business baby. How can you hand anything over when you know how things work better than anyone else? If you’ve decided to get some help writing your marketing, you’re probably wondering what you can expect from your copywriter. Every writer is different, but here’s what happens when you get in touch with me.

I’ll get to know you

Whatever you outsource in your business, choosing the right person is vital. Most of my clients meet their customers face to face. I work with them to make sure that the words we use in their social media posts, blogs, emails, and websites create the same experience they’d get in person.

That only happens because we get on well. They can talk to me, and I can ask the same nosy questions that their customers would. In some cases, they’ll say, “I want to do some posts about this, you know the sort of thing,” and I do. That doesn’t happen immediately, but it starts with a chat to see if we get on. If it doesn’t feel right, we can stop there.

We’ll talk about your plan

I don’t do marketing strategy, so I tend to work with people who already know what works or have a plan for the things they want to try. I will talk to you about your business, how you want to present yourself and the kinds of customers you want to attract so I can tailor my words to match your goals. If you already have a website designer, SEO expert, or marketing consultant on board, I’m happy to talk to them, too.

Next, we’ll get into the specifics of each piece of content. If I write for you regularly, for example, on a series of blog posts, we’ll speak every month so you can talk me through the topic or give me some background reading. Chatting in person or over Zoom means I can get your tone of voice and phrases into your content.

I’ll write your content

When I understand the plan, I’ll go away and write the content. For a single piece of content, such as a blog post you can expect your copywriter to deliver a first draft of the whole thing. For a larger project like a website, I might send a couple of pages to check whether the overall tone is right. That way, if something needs changing, we can do it early on.

When I deliver the first draft, I’ll ask for your feedback. Sometimes, there might be sections where I’m unsure I’ve used the correct terminology or understood something properly, so I’ll ask about those. (Misunderstandings usually happen because I have lawyer’s handwriting. You can take the woman out of the legal profession, but some habits die hard.)

You can give me feedback

The words I write for you need to reflect your personality and values and represent your business out in the world. If there’s something you don’t like, you can tell me about it. It can be something I’ve misunderstood and poorly explained or a word or phrase you never use because it makes you cringe.

If there’s a bigger disconnect and you’ve realised I’m not the writer for you, that’s OK too. My contracts have a minimum term, but you can give notice anytime within the first month.

We’ll change what needs changing

If you’ve given me feedback and we need to change things, we can work however suits you. I’ve worked from notes in clients’ emails and done live edits over Zoom to discuss changes and find the right words in real time.

Everything I do is tailored to your needs, so you get words that work for your business.

Get in touch

I hope this guide has helped you understand what you can expect from your copywriter. If you’ve created a marketing plan and want help to bring it to life, 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 for the chance to win a free copy makeover.

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Do you trust your business instincts?

It can take a lot of planning and experience to help you trust your business instincts.

Lots of us (me included) started our businesses to do the thing we love to do best. In my case, that’s writing, but for you, it might be something completely different. You might even want to keep doing the same kind of work on your own terms. The trouble is that running a business is a skill we must develop over time. It’s taken me a long time to start to trust my instincts. Even now, when someone I follow on social media suggests trying something different, I wonder whether I should be doing as they suggest. Here’s what I’ve learned so far. I hope it helps you learn to trust your business instincts.

Shiny object syndrome is real

There’s always something new in business. It might be the latest technology, a new marketing trend or updated legal guidance. Sometimes, you have to pay attention, for example, to whether there’s a new law affecting how you trade or handle customer information. Otherwise, if you’re tempted to jump on the latest trend, ask yourself why you’re doing it. Are you testing using video to see if it improves your social media stats or overstretching yourself through fear of missing out? Understanding your reasons and what will work for your customers will help you make an informed decision rather than chasing the latest shiny thing.

Understand what’s right for you

We all need help sometimes, but admitting it can be tough. Talking to experts in marketing, law, or finance can help steer you in the right direction. However, remember that every business owner is different. Your life, values, and motivations are your own, so comparing yourself to someone who works weekends (when you don’t) or doesn’t have children (when you do) isn’t helpful.

Working with a coach you trust, who’ll listen to you and give you a framework to find the answers that work for you is a great starting point.

Choose what you can use

If you’re anything like me, you probably follow lots of different business owners, marketing experts, and coaches online. They all offer different things, but you don’t have to follow everything they recommend. You can take a pick-and-mix approach. Start with a base layer of dolly mixtures, add some gummy bears and top the whole lot off with chocolate buttons. (I really want some chocolate now.)

If anyone tells you that you have to follow all their advice, even if it doesn’t feel right for you, that’s probably a sign to back away.

Remember, the gurus are business owners too

It’s easy to forget that the experts you see online are also business owners with products and services to sell, just like you and me. If they can help you achieve one of your goals, that’s great, but it’s also okay to say no to anything that isn’t a good fit for you.  I’ve bought training from an amazing coach who has built her business around creating and selling marketing courses and products. She has specific courses to help business owners create products like hers and always discusses the benefits. I completely agree with her logic, but I won’t be buying those courses because they aren’t right for me.

Just because someone you admire is selling something doesn’t mean you have to buy it.

When you trust your business instincts, you can create marketing that works for you. If you’ve created a marketing plan and want help to bring it to life, 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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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.

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How can your marketing look after your existing customers?

Image shows a guest guidebook, which is one way of creating marketing to look after your existing customers.

You know that good customer service is vital to your business. You might think that marketing is all about bringing in new people, but it can also look after your existing customers.

It’s about going above and beyond basic information, like your delivery updates, booking confirmations and contact details. Here are my favourite ways to use your content marketing to look after your existing customers.

Product tips and tricks

Showing customers how to get the best out of a product they’ve already bought shows them you’re interested in more than their money. You want them to get the best results. Instructions on product use are essential, but you can enrich the experience with advanced tips or alternative uses. This could help you attract new customers and support existing ones with the same content.

Sudocrem did this in a recent advert. It’s famous as a nappy cream, but they showed how it can be used on injuries or for skin conditions.

Getting ready

Sometimes, the best way to support your customers is to help them prepare in advance. If they’ve booked a beauty treatment, you should provide safety information, but you can also offer advice on how to make their spray tan last longer or maintain their hair between appointments.

Holiday packing lists can reduce their stress, or if you sell meal kits, you could let them know what kitchen equipment they’ll need. You can use all of these as blog posts to give your audience a taste of the customer experience you offer. It’s even better if you recommend things you don’t sell, as it shows you’re not just looking to make another sale.

Destination guides

I love planning holidays and looking for fun things to do while I’m away with my family. We’ve had some holidays with Eurocamp over the past few years, and they send destination guides via email. Eurocamp design the guides for their customers, so they include details of the facilities and activities on site. However, they also tell you about other things to do in the area, how far away they are and what age group they suit. If I’d written something like this I’d put it on the website too, to attract people who haven’t chosen their destination yet.

I used to write blogs for a holiday park, where customers owned their static caravans. We got great feedback; customers felt the owners cared and wanted them to enjoy their time away.

User-generated content

Big brands often use user-generated content, which is a great way to generate social proof with minimal effort. Encourage your customers to use your product, take a photo of themselves and share it on social media with a hashtag that’s specific to your business.

If you’re sending a physical product, you could include an extra treat, like some sweets or a bar of chocolate, with their order. Alternatively, ask them to showcase the results they’ve achieved with your product by sharing before-and-after photos. You can offer an incentive, such as a discount or entry into a prize draw, for anyone who posts.

Repurpose everything

There’s more than one way to use your content. User-generated before and after photos can go into your emails, website and sales pages, as well as social media. Start with a simplified version of your destination guide on a sales page and create a longer one for customers who’ve already booked their holiday.

You can use almost anything in an email and a blog post. For example, if your customer’s meal kit is on its way, you can let them know what kitchen equipment they’ll need. It could also encourage people who are reluctant to try your product because they’re worried they’ll need lots of fancy kitchen gadgets.

If you want to create marketing content to look after your existing customers and speak to your target audience, 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.

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

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What are your big marketing topics?

Does the phrase ‘content marketing strategy’ bring you out in a cold sweat? Yeah, me too and I write the content! It’s easy to overcomplicate things, but marketing only needs to tell people who you are, what you do and how that helps them. In practice it can be a bit more complex than that. So let’s make it easier. Thinking about your marketing foundations as the big topics helps you work out what you want to say.

Here are my building blocks for your big marketing topics

Why do your big marketing topics matter?

When I first started writing for a living my marketing had lots of useful tips and information about different types of marketing, but very little about how my services helped my clients. Working out what your big topics are helps you focus on what you do and how you help your customers. When your offer it clear your customers know what they’re going to get, so it makes it much easier for people to say “yes, I need that” and contact you to get started.

What products and services do you offer?

Your marketing can talk about different facets of the services and products you offer. For example, I might write about blogging, article writing, email marketing or website content. They’re all services I offer and my marketing can help people understand how they work.

You might have various products with different benefits. Identifying what they are or what groups they fall into helps you work out all the different subject areas you can talk about in your marketing.

Who are you?

I know you know who you are, but what do you stand for? What are your values? Think about the knowledge you’ve picked up along the way, the experience you’ve gained or how your story might resonate with your customers.

Sharing your stories can be a fantastic form of content in itself. However, you can talk about your values and share your experience in many different ways so getting clear on the fundamentals can make your writing better.

What do you want to offer?

You might look at your list of products or services and realise that while you could offer all of them, some of them leave you cold. Getting everything down on paper can help you create content but it also lets you review your business and what you want to offer. You might decide to offer a service if people ask but not include it in your marketing.

If it won’t light you up to offer the service or talk about the product, leave it out of your marketing.

What do your customers want?

Giving your customers what they want doesn’t mean offering services or selling products that you don’t want to. However, it is worth considering what they want or need that you can provide. For example, they might be overwhelmed because they’ve got too much to do and not enough time. They might have a problem that you can solve. Some of the benefits you offer could be tangible while others will be emotional. Think about who your customers are and how you help them.

I don’t do marketing strategy, but once you have a plan I can write the words that help you bring it to life. Book a call here and let’s have a chat about how that could work.

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What do beginners need to know about what you do?

What do beginners need to know about what you do?

You’re an expert at what you do, so it might be hard to remember when you were a beginner. However, when new people see your content, a few of them will probably be completely new to the kind of work you do. It’s worth thinking about ways to talk to them, so ask yourself: what do beginners need to know about what you do?

What knowledge helps people work with you?

Does your business help beginners, or is there an entry point that makes your working relationship easier? For example, selling a product is often quicker and easier if your customers know exactly what they need.

I don’t do marketing strategy, so I love it when people come to me with plans or already know their customers well. I can help with topics, but they’ve done the groundwork and know what they want their marketing to achieve.

What information can you share?

If your business offers training, your content can share your knowledge and give your customers a taste of the training they’ll receive. Even if you don’t train people, your marketing can educate them about what will help them work with you. For example, I talk about ways to get to know your ideal customer even though it’s not part of my core service.

Sharing the basics in a short guide or quick tips can also give your audience the confidence to contact you without worrying they’ll sound stupid or ask silly questions.

Use lead magnets

Lead magnets encourage people to sign up for your email list and can work in the same way as the rest of your content. A lead magnet doesn’t have to be complicated; the shorter, the better. The idea is to offer your audience valuable information that gives them a quick win when they put it into practice.

Creating a lead magnet that helps beginners who may want to work with you also means you only spend time emailing people who could be genuine customers.

Create products

You don’t always have to give information away for free. You can offer products even if you offer a one-to-one service like I do. For example, if you have a craft business, you might write about different craft techniques, equipment and how to get started. You can also create a beginner’s kit with a simple project, materials, and instructions that help customers learn and build confidence.

My version of this is in my eBooks, which include ideas for your content marketing and your Christmas posts.

Team up with other businesses

This is one of my favourite ways to work. Collaborating with businesses related to yours but that don’t offer the same service helps you reach a wider audience. You can share guest blogs on each other’s websites and social media feeds, organise joint events, or refer your clients to each other.

This approach can make your clients’ lives easier. If you’re a wedding photographer with a network of other wedding professionals, recommending people can save your clients time and stress. I work with marketing consultants and trainers, graphic designers, and web designers so our clients don’t have to build a whole team from scratch when they start a new project.

If you have a plan but lack the time or energy to turn it into new marketing content, I can help. I’ll write blogs, posts, emails, and whatever else you need to engage your audience. Head to my shop for eBooks with marketing inspiration. If you’d like to chat about how it works, you can book a call here.