Every now and then I ask someone what they’d like a blog about. My last request was how to be a resource in your industry without giving away too much information. Depending on your business, this might feel like a real fine line. For example, if you are writing a cookbook, do you give away many of the recipes that would be in your book? How do you become a resource online without giving away what you’re looking to sell.
When people look you up, they want to easily find that you are knowledgeable in your industry. For example, if you’re a photographer but have a foodie blog instead of sharing your photographs – you’re going to leave people feeling confused. Don’t get me wrong, by all means host a blog outside of your field – but when people search for YOU, they need to be able to find out that you are a resource in the industry worth getting to know.
The challenge that many companies face when it comes to marketing themselves or their products is developing a message that speaks to their customers or clients without giving away too much information (or offering too little). If you own your own business, you’re probably especially passionate about your product or services. Being passionate is fantastic, but sometimes being passionate causes us to want to share a little too much. On the flip side, if you’re strictly business – you might not want to share any information unless it’s purely advertisement.
It’s up to you to find the balance here. You want to market your product in a way that is engaging. When you’re talking to the social realm, it’s not so much that you want to advertise – you want people to share. If your story is worth sharing, then your audience will do the advertising for you. If you get too wordy, people are not going to pay attention – or worse they’ll end up confused about your product.
On the flip side, if you’re overly concerned about giving away too much information your messaging won’t be confusing – it will be dull. You can add in exciting images, but if the messaging isn’t right, not many people are going to be interested.
Here are 5 questions to ask yourself when you’re working on your messaging.
1) Is your messaging focused on what YOU want or focused on what your potential buyers want or need?
2) Will your target audience not only “get it” but be able to easily explain your service to someone else?
3) Are you using terms that the average person understands? Remember – not everyone is in your industry.
4) Does your messaging support the voice and integrity of your brand?
5) What’s your Call to Action (CTA) and is there a reason for your reader to actually be moved to action?
Still unsure? Check out what other business models are doing. I’m not saying copy it – because they might not be doing it right! If you don’t know where to start though, make a list of what you like and don’t like. Would you want to buy their products based on their messaging alone?
If you’re blogging – blog about what you love. Giving away information is not a terrible thing. For example, if you’re in real estate, give some tips on what to look for when you’re house hunting. Talk about what you look at when you’re going through a house as a real estate agent. The more usable information you can give people the more you will not only become a resource, but someone that people trust.
I could say a lot more about this, but I feel that it would take another blog. If there’s any interest, I’ll happily speak a little more -otherwise I hope this helped!