Stand Out from your competition with business storytelling, professional writer

How to Stand Out from Your Competition

Are you happy to blend in with other similar businesses or would you prefer to stand out from your competitib? You want to stand out, you say?! But how….? By tapping into the power of business storytelling.

Stories have the power to captivate, engage and connect with the reader. They can often move us to tears and may even persuade us to change our behaviour or opinion on a particular topic.

By telling the story of your business, your team and your customers, you can create and nurture relationships with your ideal clients. When written well, stories can help your prospective clients to know, like and trust you … then do business with you #winning.

Good stories can provide a significant competitive advantage because no-one else has the same story as you.

What makes a great story?

A story which details your or your customer’s journey is more likely to engage the reader and help your business stand out. In any compelling story, the main character – that’s you or your customer – needs to progress through several stages. It’s a good idea to provide some basic background information about the main character, the reasoning behind their choices and the conflict/problem resolved or the outcomes which occurred through using your product or service. It’s important to emphasise the resolution.

People like to emulate the success of others. So the story of how you helped a customer succeed will persuade other customers to come to you. That’s what business storytelling is all about.

How to Stand Out with a Great Story

Sit down with paper and pen – or a new document on your device – and jot down some information about your business and your team. Here are some suggestions to get you thinking:

  • How your business got started or why you bought the business
  • Tell the story of your brand and how it was developed
  • Describe your business philosophy and core values – and why they’re important to you
  • Tell how a customer used your product, step-by-step then how they benefited from it
  • The story of how you launched a new product (and why) – not just features and benefits
  • 5 facts about each team member (so customers get to know them)
  • The story of how you helped a client overcome a particular problem
  • A client success story
  • How a mentor changed your life
  • How you helped change the life of a customer
  • Anything new or different happening in your business
  • An event you’re hosting or have recently held – or a charity you support
  • Tell a story about any media mentions you’ve received
  • Build a story around a testimonial from clients
  • Talk about your first customer and how they supported you
  • Tell the story of your biggest sale ever and how it came about

A Few More Tips to Help your Story Stand Out

Focus on one theme for each story.

Even though it’s business storytelling, be sure to always include the human element in your stories. If you’re telling a client success story, incorporate a comment from them about why they engaged your service or bought a product from you, or ask them to provide a testimonial (and get permission to use it in the article or post).

You can publish your story on your website, as a blog post or perhaps share it with the media as an article for external publication. You could also use your story as part of your About Us page or in promotional material for the business.

If you found these tips helpful, please like and/or share with your business associates or LinkedIn connections.

Want to know more?

Lyndall Guinery-Smith, owner of The Professional Writer, business writer

Hi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content, capability statements, company profiles, team bios, business award nominations, blog post packages and more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project.  

If you need further guidance on creating a compelling story based that makes your business stand out, we can assist with your storytelling requirements.

 

Win an Australian Business Award 2021, award writer

How to win an Australian Business Award in 2021

If you want to raise the profile of your business, one of the most effective strategies is to enter an Australian Business Award in 2021.

This year is the ideal time to celebrate your achievements, to acknowledge how you’ve overcome recent challenges, to reinforce your profile as an industry thought leader or to highlight your success to date. Entering a business award is also a great way to acknowledge and reward the efforts of your team members.

It should be noted that you actually need to achieve something noteworthy to win an award. This includes business success, but it also encompasses areas outside your business. These might include mentoring up-and-coming leaders in your industry, contributing to your local community or supporting a charity.

Start Preparing Now

Hastily prepared submissions rarely win. Don’t wait until the deadline is looming. To prepare your winning submission, you’re going to need a lot of information. Start collating relevant information now. It’s important to be able to answer every question and address all the judging criteria, so having the information to hand will be a great help.

As experienced business awards writers with a strong track record of finalists and winners to date, we’ve put together the following tips to guide you on the path towards winning a business award this year.

Which Australian Business Award should you enter?

Start by checking out the list of awards we’ve compiled for you. If you’ve never entered a business award before, we suggest you start with your local Chamber of Commerce awards or local community awards.

Does your industry offer awards? The real estate industry is a great example of choice, with the REB Awards, REI state and national awards, and The AREAs on offer. The engineering and insurance industries also offer a range of awards within each state and nationally.

Identify your strengths. Are you strong in sales growth, leadership, customer service, community support or innovation? Select awards where the categories match your strengths. This is very important, as there’s no point in entering a category which doesn’t highlight your strengths.

Top Tips for Winning an Australian Business Award in 2021

  • Think about how you demonstrate leadership in your business, your community and your industry
  • Find a meaningful way to make a contribution to your local community with your time, donations or both
  • Proactively increase your business’ positive reviews and testimonials by targeting happy clients – perhaps offer a discount voucher or entry into a prize draw in return for their feedback
  • Create a swipe file to store your achievements, testimonials/reviews, statistics and anything else which could support your award submission
  • Ensure your website content is up to date and free from any spelling or grammatical errors
  • Prepare, prepare, prepare!
  • By following the above tips, you’ll be ready to collate a strong submission which highlights your achievements.

Preparing a submission for winning an Australian business award is an involved process. It requires an investment of time and effort. Take the time to start putting together the above information now. It will serve you well when it comes time to collate and submit your entry.

Need some professional help?

It’s often easier to engage an expert to help guide you through the process. Our experienced team can provide input into both strategy and content to highlight your strengths.

We have a 93.75% strike rate for clients becoming either finalists or winners in their selected business award category. We’re really proud of that!

If you’d like to discuss how you can win an Australian Business Award in 2021, we’d be happy to chat. Simply click onto the Contact page to set up a time for a complimentary 15-minute discovery session – https://www.professionalwriter.com.au/get-in-touch/.

If you found these tips helpful, please like and/or share with your business associates or LinkedIn connections.

Lyndall Guinery-Smith, owner of The Professional Writer, business writerHi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes business award submissions, website content, capability statements, team bios, blog post packages and much more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project.  

Write an authentic About Us page, website writing tips, Professional writer

How to Write an Authentic About Us Page

Have you read your own website content lately? Can you confidently say your business has an authentic About Us page… One which truly represents your business and engages your potential clients? Does your content clearly show the outcomes you achieve for your clients?

Hold on a minute … isn’t the About Us page all about OUR business?

Well, yes .. and no.

Your About page is About US – referring to your business AND your ideal customers. If your page only outlines your company history and solely talks about your business in a “Me, me, me” way, you’re doing it wrong!

Why do you need an About Us page?

Who is reading your website? Prospective customers? The purpose of your website is to inform the reader and begin to establish a relationship with them. An authentic About Us page is the most important first step in building those relationships.

People do business with people they know, like and trust. Writing an authentic About Us page calls for the business owner to look a little deeper. Your reader wants to read more than just a boring company history.

When prospective customers land on your website, they will click on the About page to find out who is behind the business. But they don’t just want to know about you and your team, they want to know how you solve their problem/s.

How do you write an authentic About Us page?

Firstly, think about your audience. Who is your ideal customer? Who are you targeting with your content? Once you know who you’re speaking to and what their needs are, you can write your content to connect with that particular type of customer.

An authentic About Us page will truly engage your prospective customers. To achieve this, your page must detail:

  • The PEOPLE behind the business – provides transparency (be sure to include photos of your team)
  • Your experience and background in the industry – helps establish trust
  • The core values of your business – helps you connect with readers who share those values
  • How you help your customers – WIIFM?
  • What’s your customer experience? What should people expect when dealing with you?

Being authentic is about knowing the core values of your business and targeting customers whose values align with your own.

How can an About Us page facilitate business success?

It’s a fact – relationships are the cornerstone of long-term business success. Building connections and quality, authentic relationships is key. To achieve this, you’ll need a well-written, authentic About Us page which outlines your story and clearly demonstrates the benefits in dealing with your business.

Trust is the basis of all relationships. If you’re overselling yourself and not being authentic in your About Us page content, readers will quickly identify this. If you want to establish a genuine connection and develop an enduring relationship with readers, be truthful and be human.

One of Australia’s top business coaches, Angela Henderson, talks about “Human to Human Marketing”. H2H marketing is all about the art of making a legitimate connection between the people behind your business and the people you serve. H2H suggests seeing your customers as humans first and then as customers. People come before transactions.

What type of interaction do you offer your customers? Is there an opportunity to have a conversation with you? What’s your customer journey?

Your ability to connect with your readers will help you stand out and start to build those quality relationships. And it all starts with an authentic About Us page.

Need help writing an outstanding About Us page? We collaborate with you to learn about your business and then write content which captures the true essence of your business while engaging your ideal customers.

Want to know more?

If you found these tips helpful, please like and/or share with your business associates or LinkedIn connections.

Lyndall Guinery-Smith, owner of The Professional Writer, business writer

Hi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content, capability statements, company profiles, team bios, business award nominations, blog post packages and more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project.  

 

If you enjoyed this post, you may also enjoy these:

How to write an engaging About Us page

How to write an About Us page which wins more business

About Us page tips for Startups 

 

Business storytelling, brand story, professional writer

Business Storytelling to Build Your Brand

When it comes to engaging your audience and building relationships with potential customers, stories sell! If you want your website content to get noticed, business storytelling can help.

What is business storytelling? It’s basically conveying useful information about your business within a narrative. Stories have the power to influence opinions and the attitude of the reader. A memorable story provides the opportunity to entertain, educate and sell to your prospects, while building trust and forming a connection with them.

Gone are the days of writing content or a blog post which is solely about you and your business. Readers connect with stories much more than dry, boring content full of corporate speak. Your prospective customers want to know who you are and how you do business, and storytelling provides the ideal opportunity to convey those messages.

Business Storytelling 101: Start with your Brand Story

Creating an engaging and informative brand story is the ideal first step in successful business storytelling.

A good story contains: Characters, conflict and resolution. Through effective storytelling, you can outline who you are, who you serve, your business approach to business and the outcomes you produce for your clients. Make your client the central character in your story.

What’s your brand story? Do you have one? Is it strong? If not, think about:

  • Why you started your business – Who came up with the idea for the business? What circumstances led to the business being launched?
  • What challenges and triumphs have you experienced?
  • Who are the people behind your business?
  • What does your business stand for?
  • What are your business values and how are you different from competitors?
  • Who are your ideal customers?
  • What is your “customer experience”?
  • What are the outcomes you achieve for your clients?

How’s Your ‘About Us Page’ Looking?

Take a critical look at your About Us page. Does it accurately and authentically convey your brand story? HINT: If it starts with “Our company was founded in ….”, you’re doing it wrong!

Instead of writing a boring company history, tell the story of your brand with your reader/customer as the central focus. You want them to feel as though they are your reason for being in business. Talk about how you help people and how you’re driven to continually improve your level of service or product range to help customers. Be sure to clearly articulate “what’s in it for them”.

Using Case Studies for Business Storytelling

Case studies are the perfect way to illustrate how your products or services help your clients. Case Studies can be located on a tab within your navigation pane, or they can be incorporated into your website as blog posts.

Your case studies should revolve around how you helped one of your clients, and the problem you solved for them. To make your story compelling, demonstrate decisions being made, action being taken and problems being resolved, with a happy outcome.

Start by painting a picture of what life was like BEFORE, outline the client’s issue, then detail the potential outcomes you offer. Next you can show why the client chose that particular option, then take the reader through each step towards reaching the desired outcome.

This is an opportunity to demonstrate your UVP or Unique Value Proposition – it’s what sets you apart from your competitors. Anyone can talk about the features and benefits of their product or service but demonstrating HOW you help your customers can truly make you stand out.

Readers want to see your client experience in action, to understand how you operate and to see what the outcome of your product or service is. Back this up with a testimonial from your happy client – third party endorsement is GOLD – and you’re on a winner. Readers LOVE success stories – they want the same success for themselves.

Authenticity is Essential

Whether you’re writing website content, blog posts or your brand story, make sure you’re being authentic. You can’t just make s*%t up!

Particularly since COVID-19 hit, we’ve seen more businesses and business owners opening their workplaces and homes to us via Zoom. We’ve gained an unprecedented insight into how businesses operate and how their owners live. This has inspired consumer desire for more businesspeople to be real and open, rather than cold and corporate.

Try not to simply paint a picture of what you think your readers want to hear and see. It’s important to make sure your story accurately captures the true essence of your business, that it’s relatable, transparent and real.

Connections are Key

The most effective business storytelling makes your readers FEEL something and establishes an emotional connection with your brand. That feeling can evolve into brand loyalty.

Once your prospect has read your story and felt that feeling, be clear on what you want them to do next. Why not invite them to connect with you via social media or email? This is a lot less risky than pulling the hard sell on them at an early stage in your relationship. Of course, this will depend on what type of product or service you offer.

 

Need help with your business storytelling? We can collaborate with you on your brand story, website content/About Us page, case studies, blog posts or a business award nomination. We’d love you to email us and let us know how we can help you get started.

If you found these tips helpful, please like and/or share with your business associates or LinkedIn connections.

 

Lyndall Guinery-Smith, owner of The Professional Writer, business writerHi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content, capability statements, company profiles, team bios, business award nominations, blog post packages and more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project.  

 

Blogging tips, business blogging, boost your website ranking, professional writer

Blogging for Business Growth – 9 Expert Tips

Growing your online audience is difficult in today’s digital world. But one simple and cost-effective way to market your products or services is by blogging for business. 

Did you know that up to 72% of online marketers describe consistent content creation as their most effective SEO tactic? And it’s no secret that good SEO generates more site visitors, and more site visitors leads to more – you guessed it – sales. Not only that, blogging for business has the power to boost engagement, develop relationships, drive conversions and showcase your knowledge on a particular topic.

So, whether you’re thinking about creating a blog for your business, or you’ve already got one up and running, I’ll be sharing the benefits of blogging and my top tips to help you get started.

Benefits of blogging for business

Nowadays, buyers don’t just search for high-quality products and services. They want to connect with you and your brand – so it will come as no surprise to find that up to 77% of internet users read blogs. It’s a great way to develop meaningful relationships with your target audience. But remember, if you want to connect with your audience, it’s essential that you understand who your target audience is.

Blogging isn’t only a valuable tool for relationship building, it also:

  • Builds authority – showing your audience that you’re an expert on a particular topic
  • Creates shareable content, which then drives traffic back to your website
  • Gives you an SEO boost, through regularly targeting different keywords
  • Creates an opportunity for you to introduce yourself and your team members
  • Allows potential customers to see a library of good quality content
  • Allows you to showcase your outcomes and successes
  • Provides you with valuable content to share on Facebook, Instagram or LinkedIn
  • Creates an opportunity to nurture the people on your mailing list when you share useful information
  • Gives you content to share in your email newsletter – which helps to nurture your audience

So, now you understand why your business should be creating regular blog posts, let’s dive into my top tips for business blogging success!

9 expert tips for creating a business blog

  1. Create a schedule

Deciding when and how to share your content can be tiring work, which is why setting a schedule will help to keep you focused. Whether you choose daily, weekly, fortnightly or monthly blog posts – make sure you keep it consistent. Businesses who publish consistent content get up to 30% more traffic, so it pays to be organised.

  1. Allocate Time

Blog writing for your business can often be pushed aside as more pressing matters come up. One way to avoid falling behind on your schedule is to block out time in advance and write several posts in one go. Depending on your publishing schedule, it’s a good idea to have 1–3 months worth of blog posts ready to go.

  1. Choose a topic 

Select a topic that is relevant to your business, and of course, your target audience. You must research your topic in detail so that you are providing your audience with the most relevant, valuable and up-to-date information. An excellent place to start is by reviewing the frequently asked questions or “FAQ’s” your clients or potential clients ask. You’ll often hear the same questions asked time and again, and that may help you choose a topic for your blog post – or a series of posts.

  1. Decide on a keyword

Choosing a keyword or keyword phrase for your blog post will not only speak to your target audience – but also Google. First of all, you need to identify a good keyword opportunity (ideally one with high traffic and low competition.) Once you’ve chosen one, use this keyword or keyword phrase in your headline. It is also a good idea to identify some synonyms to use throughout the subheadings and text.  

  1. Draft and revise

Finally, you’re ready to start creating your first draft. Combine your research, keywords and creative flair to write a clear, engaging and informative blog post. Use subheadings and bullet points when necessary – as this breaks up the text and keeps it interesting for your audience. And remember – write as if you’re speaking to your dream customer!

  1. Proofread

When it’s time to publish your blog post, you want it to be flawless – and that’s where proofreading comes in! Whether you do your own proofreading or outsource it – this step should not be overlooked. Having proper grammar and error-free content shows your audience you’re professional and meticulous – and it also makes it a pleasure to read.

  1. Include a Call to Action

After you educate and nurture your audience through a blog post, it’s an excellent opportunity to present your Call to Action. Decide on a goal and encourage the reader to take action at the end of the post. This could be enticing your visitors to contact you, sign up to your mailing list or book a consultation.

  1. Publish and promote

Finally, it’s time to share your blog post with the world! Once you publish your work, it doesn’t mean you should forget about it. The best way to gain traction for your post is by sharing it around. Post a link to your post on social media channels such as Facebook, LinkedIn or Instagram to encourage your audience to visit your site. Share a link to your post in FB groups too.

  1. Repeat!

Be sure to follow up with further regular blog posts on a variety of topics related to your business. This will build your library of articles and demonstrate your expertise.

 

By following these 9 expert tips on business blogging, you will be well on your way to building more brand awareness, driving traffic to your site and attracting a flurry of potential buyers. This, in turn, will facilitate the growth of your business.

If you found these tips helpful, please like and/or share with your business associates or LinkedIn connections.

And if you’re looking for more business blogging tips, you might also like: https://www.professionalwriter.com.au/generate-blog-post-ideas-business/

https://www.professionalwriter.com.au/know-your-clients-win-more-business/ 

 

Lyndall Guinery-Smith The Professional Writer

Hi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content, capability statements, company profiles, team bios, business award nominations, blog post packages and more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project.  

Communication tips, how to connect with your ideal customer, professional writer

Top 5 attention-grabbing communication tips

Connecting with your ideal clients isn’t always as straightforward as you’d like it to be. The following communication tips will help you craft your message so it’s more likely to attract the attention of those elusive prospective customers!

Tip 1: Know your target customers

How do we get to know people? We ask questions – and REALLY listen to their answers. Find out as much as you can about exactly who your ideal customers are. Get to know their age, gender, marital status, spending habits, likes and dislikes, etc.

  • What keeps them awake at night? Identify their problem/s
  • How can you tap into their problem and offer a solution?
  • What motivates them to buy?

Tip 2: Know where to find your prospects

It’s important to know where your ideal customers hang out. If you send your message on the wrong channel, they’ll miss it and you’ll be disappointed that you’ve wasted valuable time and money investing in the wrong marketing. Take the time to get to know …

  • Where do your customers look for information?
  • Which social media channels are they active on?
  • How do they prefer to receive communication from you? Is it email, text message, newsletters, social media posts, etc.

Tip 3: Understand some people need nurturing before they buy

Not all your ideal customers will be ready to buy the first time they hear your marketing message. In fact, most people won’t buy when they first hear about your business. This is why it’s important to be persistent and consistent with our marketing messages.

One of the most important, and often overlooked, communication tips is that we need to build the “know, like and trust factor” first. This is where social media can be particularly useful.

  • Thanks to social media and email marketing, we can connect with prospects more effectively and frequently
  • Tap into these resources to form a connection with your prospects
  • Be aware of the Rule of 7 – where prospects need to see/hear your message at least 7 times before they commit to buying from you

Tip 4: Give them a reason to connect with you

Do you like being “sold to”? Most people don’t, so why would you do it to your customers? You need to give them a good reason to connect with you. Your message also needs to be tailored and clearly expressed to capture their attention.

  • Share useful content and relevant information
  • Invite them to join your community – everyone loves to belong
  • Offer loyalty discounts or special offers to your community members
  • Offer them a bonus if they introduce a friend or family member

 Tip 5: Connect, don’t sell!

You will only build a strong connection with your customers by adding value, not through selling to them. It’s important to provide information which helps them in some way, but at the same time, it can allow them to understand more about your business and why you’re the best choice for your product or service.

  • Craft stories that evoke an emotional connection with your brand
  • Share client success stories – everyone loves good news
  • Use videos of you, your team and your customers
  • Illustrate your expertise and that of your team
  • Remember it’s SOCIAL media – share, don’t be pushy or hard sell
  • Build your profile as an industry expert

If you successfully adopt these communication tips, there’s no need to sell. Your ideal customers will be lining up to buy from you!

Lyndall Guinery-Smith, owner of The Professional Writer

 

Hi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content, capability statements, company profiles, team bios, business award nominations, blog post packages and more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project.  

 

How to become a thought leader, what is a thought leader, blog post writer, award nominations writer, The Professional Writer, Lyndall Guinery-Smith

How to Become a Thought Leader

Are you seen as a thought leader or a business trailblazer in your industry or niche? Or are you happy to be just one of the crowd?

Thought leaders are those we recognise as a foremost authority in their area of expertise, whose views are seen as authoritative and influential, making them the go-to person for comments, interviews and, of course, business. A thought leader has a powerful and visible personal brand, often built over time.

9 tips on how to become a Thought Leader

1. Become an authority

Select a particular topic or niche. Ideally, you will already have some experience in this area. Be well informed by reading everything you can about the topic and stay constantly up to date on it – BE THE EXPERT.

2. Love your topic and truly believe in it

Demonstrate your passion for your area of expertise by writing, speaking, doing interviews and making videos about it. Always be looking for new ideas related to your area of expertise. Your passion and belief will shine through if you’re truly authentic with your message. Most of us can spot a fake at twenty paces – don’t be that fake!

3. Engage with people

Whether you’re speaking at an event, doing face-to-face networking, interacting on social media or meeting a potential new client – be pleasant, be present and take the time to show an interest in other people, not just yourself. Once you’ve established rapport with the other person, they’re much more likely to show an interest in what you have to offer.

4. Share your expertise

Thought leaders into their experience and share it – you can do this too. Why not write social media posts, articles, fact sheets, guides, ebooks, books – or record videos if you prefer that medium?

5. Write a blog

Blog posts are the ideal platform to share your expertise, thoughts and ideas while positioning yourself as a thought leader. As the content is kept on your own website, you have total control over it, unlike what you post to social media.

Consistency is the key. If you say you’re going to post weekly, do it. If you think you can only manage one post per month, commit to it, choose a date and ensure that blog post is live on that day.

Blog posts can be repurposed as content for your client newsletter or as a guest post on another website or in on industry blog. A blog post which receives a lot of attention is the ideal topic to expand into an eBook, lead magnet or perhaps a complete book on the topic. If you’re not a writer, this task can be outsourced to a professional.

6. Leverage social media

Choose no more than 3 social media platforms and focus on being active on them. Choose your social media channels according to your audience – be where your people are.

Plan your posts and topics ahead of time. Be sure to post regularly and consistently. Be active in groups where your followers hang out and add value by answering questions. Interact with other leaders in your industry, as well as social media influencers and thought leaders.

7. Harness the media

Media and the public look to thought leaders for their input on changes, updates and fresh ideas. Offer to provide your expert commentary to media outlets – they love a great story and are constantly seeking the advice of experts in their field.

8. Nominate for awards

Winning an award is a fantastic way to boost your profile and become known in your local area, your industry, across the country or even worldwide. There are a multitude of industry awards, those run by your local business networking organisations or Chamber of Commerce, or high profile national awards. Using the services of an established awards nomination writer can assist in presenting the best possible submission and boost your chances of standing out from your competition.

9. Form your tribe

Surround yourself with people who complement your strengths, inspire you and support your efforts. Don’t be afraid to ask for help from others, most people are happy to assist where they can. You can do it all alone – it takes a support team behind you.

One final tip … be patient. Becoming a thought leader takes hard work, dedication and creativity – and time. All the effort will be worthwhile when it pays off with huge benefits for those who are willing to stay the course.

The Professional Writer - Lyndall

 

Hi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content, capability statements, company profiles, team bios, business award nominations, blog post packages and more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project.  

Write an engaging blog post, write to engage readers, professional business writer, professional writer, write to impress clients

How to Write to Engage your Readers

Want to know more about writing to engage your readers?

Whether you’re writing marketing materials, blog posts or a company profile to promote your business, one of the first things to consider is … Who is your audience? Who will read what you’re writing?

While your message may be the most important thing you wish to convey, unless you think about how you can engage readers, your message may not hit its intended target.

Identify your audience

Think about who you are writing the information for and then tailor the content to your intended audience. Get to know and understand the group of people you’re targeting. What are their fears, desires and aspirations in terms of your product or service? Your text needs to appeal to these aspects.

What does your audience need to know? What do they already know?

Once you’re clear on who you’re targeting with your message, you need to be more specific. Firstly, identify the knowledge levels your intended audience has on the topic you’re presenting … are they beginners, intermediate or advanced? This will determine the level of information to be conveyed in the document.

What’s your message?

Exactly what is the message you wish to convey and what is the outcome you require? If you clearly identify this upfront, your document or post will have a clear direction. It will also be much easier to outline the content you need to include.

Create useful content

Whatever your message is, the content you create MUST be interesting and useful to your target audience without sounding too “salesy”.  It’s important to focus on your audience’s needs, yet craft the words in a way which also helps achieve the outcome you require.

Which communication channel should you use?

Consider where your intended audience gathers their information from. Are they more likely to read a printed publication, a blog post on your site, a guest post on a well-known industry website, a social media post, advertising or marketing materials, company profile or any other message which represents you and your business to the marketplace? You’ll get more people to read your information if it’s easy for them to find it in the first place. You’re also more likely to connect with your ideal client if you turn up in the right place.

Formatting

Most people are time-poor and many of us scan rather than reading every word. Make your document or post easy to read.

Wherever possible, use headings, paragraphs, bullet points or numbered lists to break things up. Bold text or CAPITALS are great for emphasising an important point. Colour can also be used to highlight particular sections or points of interest to your audience. Or you can use formatting to Highlight some text in a blog post.

Use visuals!

Think about it – do you look at the pictures, video or graphics when you read an article or document? Use images which the reader can relate to and which support the point you’re making, such as the picture below. Visuals are really helpful in illustrating your point and can help solidify the message in the reader’s mind.

Engage readers, use visuals, professional writing tips, professional writer,

Edit, edit, edit

This might sound like really basic advice, but we all make mistakes! Before you publish, be sure to edit your article or document. This includes spellcheck, scanning for typos and correcting any grammatical errors. These can easily be overlooked, particularly when you spend quite a bit of time on a document. Ask a colleague, friend or family member to read your document before you hit that publish button.

Does your document engage readers?

Before uploading, read back over your document or post again to check that you’ve included all the relevant information. Is it in a logical order? Is the document is easy to read? It’s easy to overlook small details, especially when you’ve been working on a document for a while and you may have rearranged the order of the information.

Does the document or post achieve the outcome you stated at the beginning?

Be sure to make the final tweaks, then PUBLISH!

I hope you’ve found these writing tips useful in helping to engage readers and connect with your intended audience.

You may also enjoy these topics:

How website content helps generate sales

Tips on creating an Ideal Client Profile

Becoming known online

The Professional Writer - Lyndall

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I write copy dedicated to attracting and engaging your ideal clients … and improving your bottom line. I happily work with clients all over Australia. Email me to arrange an obligation-free discussion about your latest project.  

How to use website content to generate sales, web content, professional writer for web content

10 ways your website content can generate sales

Your website content has the power to make sales. Yes indeed, it does!

Did you know that up to 75% of a new customer’s buying decision is already made by the time you speak with them or interact with them? The customer’s perception of your business, which is most often based on either word-of-mouth or a Google search, is a major influence on their buying decision.

While the quality of your product or service and your relationship with current customers will influence word-of-mouth, your online presence, and the way it shapes your customers’ perception of your business, is more important than ever. Prospective customers want to know what they’re buying and who they’re buying from. Buyers are more educated than ever before, so your website content must inform, educate and guide them in their buying decision.

Go ahead, cast a critical eye over your website content, and ask yourself:

  • What do our readers want to know? What are they looking for on our site?
  • Is this information easy for them to find?
  • What does our About Us page say about us?
  • Is our website content interesting, informative and educational?
  • Does our content guide and influence customers to buy from us?
  • Could we be making more sales from our website?
  • Does our website appeal to customers or does it make them click away?

Here are 10 ways your website content can help generate sales:

  1. Your customers want to know about you

Your website content offers the opportunity for reader to know, like and trust you. This is vital in establishing a business relationship. Does your About Us page accurately portray the essence of your brand?

  1. Tell your story

Does your About Us page accurately portray your brand story and help you stand out? The About Us page is an opportunity to use your story to connect with your ideal clients. When you express yourself in a genuine, authentic way, customers will learn your story and brand personality, and this forms a connection with those ideal customers.

  1. Building a foundation

Your website content is often the first step in building relationships with your customers. Great content provides the opportunity to provide customers with great information about what you do and how you do it, and give them a reason to buy from you or return.

  1. Show what you can do

Your website content allows you to clearly demonstrate that you have the skills, products and services your customers require. Your navigation clearly laid out, so readers can find the information they require with ease – and come to you, ready to buy.

  1. Show the benefits of doing business with your organisation

Use your website’s blog is the ideal way to profile case studies, product reviews and to outline the features and benefits of buying your products or choosing your services. It’s a great idea to reinforce this with testimonials from past customers which outline the results you’ve achieved for them. Third party endorsements are highly influential in the buying decision.

  1. Demonstrate your knowledge

Building a library of informative articles helps you position yourself as an industry expert and the go-to person in your field. People want to buy from people to “know their stuff”.

  1. Educate and inform

Your website content can help educate customers about your industry, products, services, how you operate, and reinforce your position as an industry expert. You can also use case studies to demonstrate how you’ve addressed another client’s issue and the outcomes you were able to achieve for them.

  1. Build relationships

You can use your posts as a basis for a regular customer newsletter. This helps to further inform and educate customers, to keep in contact for top-of-mind awareness, and keep them coming back.

  1. Demonstrate your Unique Selling Proposition

Your website content must outline your competitive edge and demonstrate why you’re better than your competitors. That way, the reader feels that you are the only choice.

  1. When it comes to website content, consistency pays

Top-of-mind awareness is vital. The only way to maintain this is to post quality content on a regular basis. Building a library of quality, informative articles not only informs and educates your prospective customers, it will contribute to your Google ranking!

Why your website content matters

While social media is a great influencer, we don’t control it, and the ever-changing algorithms can adversely affect our brand’s visibility. However, you DO control your own website and its content. Your site is your greatest marketing asset.

If you’ve invested in setting up a website, you need to add content on a regular basis to make the site work for you. Adding quality content increases brand awareness and helps build your online profile. A link to your posts can be shared on social media, sending traffic to your site. It’s also a great idea to link to related articles you’ve previously published, leading the reader to further explore your library of articles and increasing your influence.

Your website content has the power to engage the reader and persuade them to do business with you… or it can make your competitors look good! The choice is yours.

 

If you found this article of interest, please like, comment and/or share with your business associates or LinkedIn connections.

You may also enjoy: Attract more business through website content, How to write an outstanding About Us page  and 21 blog post ideas for small business.

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I write copy dedicated to attracting and engaging your ideal clients … and improving your bottom line. I happily work with clients all over Australia. Email me to arrange an obligation-free discussion about your latest project. Or if you’d like to learn how to connect with your audience and build your business, why not input your email address and receive my regular marketing updates in your mailbox? You can sign up for our mailing list at the base of the Home Page on www.ProfessionalWriter.com.au.

Educate your customers, small business marketing, engage customers, the professional writer

Educate your customers and inspire them to buy from you

Take the time to educate your customers – it will be worth it!

Every buying decision is a choice, whether it’s buying a tube of toothpaste, purchasing a pram for a newborn baby or engaging an architect to design your dream home.

Sometimes the choice is made quickly, other times, it takes time to build the “Know, Like and Trust Factor” to a point where the customer knows you are the ideal choice.  If you take the time to educate your customers, you’re well on the way to engaging them and building a relationship with them.

Offering information which is valuable during the decision-making process often leads to an influx of those “ready to buy” customers.  You can do this by posting regular informative blog posts on your website, giving out brochures or booklets containing information to assist your customers or by speaking with people face-to-face to educate them on your products or services – or something related to your business which adds value to the client.

Who are your ideal clients?

By accurately identifying who your ideal clients are, as well as what they want and need, you can target your marketing specifically to them.

What’s their problem?

Find out what your ideal customer’s problem is. Tell them that they have a problem – they may not even know it yet.

What are you really good at?

What do you do best? It’s a great idea to choose a niche and stick to it. Become the expert in your industry or a particular area of it. Tell a compelling and inspiring story.

Be sure to share your knowledge and expertise with your customers and let people know you are the industry/niche expert. That way, they’re more likely to think of you and choose you when they’re ready to buy.

Do you educate your customers?

Who are your ideal customers? What do they know? What don’t they know?

Once you’ve established their knowledge, or lack of knowledge, in your area of expertise, be sure to add value by educating them and displaying your industry expert status. Tell them an interesting story. Show them the people you’ve helped, who are just like them. 

How can you help your customers?

Clearly demonstrate how you solve their problem and how you can make their life easier. Outline the promise you make to them. Detail what’s in it for them!

By providing relevant information about how you can solve their problem and potentially improve their life, you’re adding value and inspiring them toward a buying decision.

Prove it!

By using testimonials, case studies, social media comments and any other relevant feedback you receive from your past clients, you can show your ability to produce the desired outcomes. Prove your ability to do a good job for them.

Showcase your products and services

There are many ways to showcase your products or services to your ideal clients. Perhaps you display at trade shows or expos, or your expertise is best displayed through a case study.  The way you convey your message really depends on who your ideal client is, and how they prefer to receive information. By profiling your ideal clients, you can establish the most appropriate methods to demonstrate how your products or services solve their problem.

There’s a reason this point is last on the list. It’s because your marketing will be less effective if you try to push your products or services before you show the customer what’s in it for them. Engage, educate and connect with them first. Outline how you can help them before doing the “sell job” on them. If you educate your customers very well, you won’t even need to sell to them. They will come to you with the knowledge they need to make an informed buying decision. Congratulations, you’ve inspired them to buy from you!

 

If you found these tips helpful, please like and/or share with your business associates or LinkedIn connections.

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I write copy dedicated to attracting and engaging your customers – and improving your bottom line. I happily work with clients all over Australia. Email me to arrange an obligation-free discussion about your latest project. Or if you’d like to learn how to connect with your audience and build your business, why not input your email address and receive my regular marketing updates in your mailbox? You can sign up for our mailing list at the base of the Home Page on www.ProfessionalWriter.com.au.