Small Business Marketing

business core values, identify your business values
 by Lyndall Guinery-Smith

Your Business Core Values: How to Identify Them

When I’m working with clients to write their capability statement, website content, tone of voice document or award nomination, I always ask about their business core values.

It’s surprising how many small business owners haven’t considered which core values are important to their business, but being clear on your values is something which can significantly impact the success of your business. This post explains why…

What are Business Core Values?

The core values of a business are an intangible yet fundamental asset which determine the company’s DNA, shape its culture and establish the core pillars which underpin the way you conduct business.

Business core values are the guiding principles you and your team use to shape expected behaviours and skills which set the environment within the workplace. Values define the way you form relationships within the team, with clients and with your competitors and are often an indicator by which cusses is defined and measured.

It’s a known fact that customers do business with people and businesses they know, like and trust. How do your prospects get to know, like and trust you? It all starts with the customer’s ability to relate to and respect your business or brand based on shared values.

When a company articulates their core values, potential clients form a relationship based on the values they share with your organisation.

Being clear on your core values can help you attract the type of customers who align with those values – the ones you want to work with … your ideal clients!

What are the other benefits of knowing your Values?

While your core business values underpin your culture and brand, they represent so much more. Values are the principles which define:

  • How you operate your business
  • How you attract the right team members, retain and motivate them
  • They support your business vision
  • Help you attract the right type of customers
  • Determine how the culture of the business is shaped
  • Provide a benchmark for performance
  • Determine how team members interact
  • Guide decision making
  • Help prioritise resource allocation and spending
  • Help set your brand apart

When your core values are successfully embraced and enacted by your team, your culture and the business as a whole will benefit.

In today’s fast-paced business environment, human resources often determine the level of success. A business culture which supports team members’ professional and personal development, enabling them to thrive, will always be more enticing, especially to top performers.

Recent research has determined that business culture is a primary factor in innovation.

Where can you use your Company Core Values?

  • Mission Statement
  • Company Profile
  • Capability Statement
  • Displayed in your business premises
  • Staff induction manual

How to identify your Core Values

Naturally, you’ll want to choose and display core values with a positive connotation.

Try asking yourself:

  • What is important to us?
  • What does our company stand for?
  • Which values support our company culture?
  • What values guide our decision-making process?
  • What do our customers believe we stand for?
  • What common values unite us as a team?
  • What strengths underpin our success?

Choose core values which truly resonate with you as the business owner, with your team and which accurately portray the way you do business.

Your core values are only effective when you and your team are committed live by them. Focus on what you value MOST. Ask yourself these questions:

  • Is this core value something we will continue to believe in 5-10 years down the track?
  • Are we willing to hire new team members based on this core value?
  • How can we put this value into practice to benefit our customers?
  • Will this core value help us innovate, grow and develop new products/services?

Start out by making a long list – you may have 20 or more at first. Next, group common values together, for example: integrity, honesty and transparency all overlap, so could be grouped under one term. Then go back over your list and shorten it to a maximum of 5-6 values which truly resonate with you and your team.

It’s important to remember that you can’t be all things to all people. Stay focused on the values which matter most to your business.

The Professional Writer - Lyndall
Lyndall Guinery-Smith The Professional Writer

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I write winning business award nominations, capability statements, website content and much more.  I happily work with clients all over Australia. Email me to arrange an obligation-free discussion about your latest project.  

in Company Profiles / Small Business Marketing 0 comments
Business awards, write a winning business award entry, business awards writer, help to win business award, how to write a winning business award nomination
 by Lyndall Guinery-Smith

Winning a business award – 9 professional tips

When you decide to enter a business award, naturally you want to win. To achieve this goal, you need to have what it takes to win – including writing a winning business award entry. Following are a few tips designed to help you through the process towards holding up that coveted trophy!

Tip 1: Register as soon as the awards open

Don’t leave it too late to enter. Writing a winning business award entry takes time and is not something which you can do in a rush.

If you register early, you’ll have the opportunity to download or copy and paste the questions into a Word document. That way, you can carefully consider the information you’ll include in your answers.

Make a note of the closing date for entries and work back from there.

Tip 2: Read all the terms and conditions carefully

Be sure to check whether you’re eligible for a particular category or categories before you go to the time and effort of writing your entry.

Tip 3: Choose your category

This is important! Take some time to think about which category or categories you’d like to enter, as some will be more competitive than others. Which category will allow you to best capture the essence of your business? To tell a story which connects with the judges? To portray your experience and the way you engage with your customers?

Tip 4: Read the questions to see whether you’ll be able to answer them

Before you commit yourself to a category, read through the questions. Are you confident you have what it takes to accurately and thoroughly answer each question?

While you can build a story around a fact, you can’t make things up! If you don’t have the qualifications or experience to enter a particular category this year, try working on that area of your business so you can enter next year. I like to describe entering business awards as similar to a business audit. The process gives you the opportunity to step back and take a good look at what’s working in your business – and what needs improvement.

Tip 5: Use a Word document for your drafts

Do not be tempted to type your answers directly into the awards portal. Depending on the software used to set up the portal, you may have to answer ALL the questions before your information is saved – or your information may be lost!

The best option is to copy and paste the questions into a Word document and use it to draft your answers. This allows you to make notes, draft your answers, review and add to the text before you’re ready to upload your final answer to the portal.

Writing your entry is often a huge task and it can be overwhelming. Try working on just one section at a time or two questions per week (depending on how long you have before the closing date).

Tip 6: Ask for input

Who can help gather information for your entry? Who knows you and your business well?

  • Team/staff members
  • Your life partner or family members
  • Strategic business partners
  • Your business coach
  • Your clients/customers

Asking for input from your team members or clients is a great way to demonstrate how much you value their opinions and their contribution to the business.

Any or all of the above people can potentially provide important input into your winning business award entry.

Tip 7: Think outside the box

Where the questions allow support documents, carefully consider what you’ll use.

Spreadsheets and graphs showing financial importance can underline you success, but be sure to highlight your most significant achievements.

Images can also be helpful in reinforcing your answers. Be sure to use clear, quality images which show your business in its best light. If the image doesn’t enhance your answer, don’t use it.

A great way to demonstrate your answer can be through a case study. This allows you to clearly portray how you’ve solved a problem for one of client and illustrates the outcomes you’re achieving.

Tip 8: Be sure to actually ANSWER each question fully and to the best of your ability

You’d be surprised how often I see business award entries which are incomplete or where the entrant has simply waffled through an answer with information completely unrelated to the topic.

It is not advisable to copy and paste answers from previous years’ entries or copy your answers between categories. You must take the time and effort to draft an original answer for each question in each of the categories you’re entering.

Tip 9: Review, edit and spellcheck before uploading to the awards portal

BEFORE you upload your entry to the awards portal, ask someone else to read over your answers and check for spelling, grammar, the flow of information and overall accuracy. It’s hard to see your own mistakes and a second set of eyes will often pick up something you’ve missed.

Do a final review yourself before you upload the answers. Check you’ve correctly answered ALL the questions and provided support documents where possible.

I STRONGLY advise you don’t leave it until the last minute to upload your entry to the award portal. Technology often buckles under a heavy load and awards portals are notorious for crashing on the final day for entries.

Stay ahead of the crowd and finish your entry at least a few before the closing date, then upload your winning business award entry to the portal well in advance of this date.

Need help? Feel free to email me if you’re looking for assistance with your business award submission. I can work in one of two ways:

  • I can review and edit your entry before you upload it, providing feedback and advice to tweak your entry
  • I can work with you from the beginning of the process, collaborating with you to write the drafts, which you then review before we finalise your entry

 

The Professional Writer - Lyndall

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I write winning business award nominations. My clients have been finalists and winners at the local level, regional level and in national awards such as the Telstra Businesswomen’s Awards. I happily work with clients all over Australia. Email me to arrange an obligation-free discussion about your latest project.  

in Award nomination writing / Business Awards / Small Business Marketing 0 comments
How to write a capability statement, contents of a capability statement, professional capability statement writer, professional writer
 by Lyndall Guinery-Smith

How to write a winning Capability Statement

Winning new business can be tough, but the right tools, such as a professional Capability Statement, can help get your foot in the door, followed by that all-important handshake.

In this article, I’ve answered the most frequently asked questions surrounding Capability Statements.

What is a Capability Statement?

A Capability Statement is a document which defines the capabilities, achievements and skills of your business. It is a clear and concise representation of what you offer to potential clients, what sets you apart from your competitors and your track record of accomplishments.

This document is about opening doors and building relationships with your potential clients and strategic partners, so it’s important to tailor the content with your specific target audience in mind.

How long should your Capability Statement be?

What will you use the Capability Statement for? Is your intention to incorporate it into a tender document? If so, many companies who call for tenders prefer a single page statement so they can quickly and easily compare the capabilities of different organisations who tender. A single page statement is simply a brief overview and does not allow you to elaborate on your ability to deliver outcomes in any way.

I find the majority of clients seeking a professional Capability Statement writer require a comprehensive document with more detail than what can be provided in a single page.

What specific information should your document contain?

It’s important to note that every Capability Statement is different, as the document needs to be tailored to your specific business and the audience you’re targeting.

While most documents of this type have some standard and some variable inclusions, the key ingredients must cover your capabilities, what sets you apart from your competitors (your Unique Selling Proposition or USP) and your proven track record of performance.

Consider your target audience before deciding which information to include. Think about … Who are you targeting? What outcomes can you deliver for them? How can you demonstrate your ability to achieve those specific outcomes?

Once you have a clear picture of your prospective clients or partners and what they’re looking for, you can start to go through the list of potential contents below:

  • Cover page, including ABN, ACN and full contact details
  • Business overview/introduction
  • About Us – Mission, vision, values
  • Differentiators or USP
  • Service you provide
  • Core competencies
  • Experience
  • Major client list
  • Organisational chart
  • Meet the team
  • Equipment
  • Area of operation
  • WHS
  • Environmental management policy
  • Quality assurance
  • Insurance
  • Professional associations
  • Awards and recognition
  • Community involvement
  • Client testimonials
  • Customer service philosophy
  • Call to action
  • Any other information your clients will need to make an informed decision to do business with you

Getting started

  1. Draft an outline
  2. Write down who your target audience is and what outcomes you deliver for them
  3. Make a list of contents tailored to your target audience
  4. Consider how to demonstrate your ability
  5. Make notes on each of your capabilities
  6. Draft each section
  7. Format the document to present professionally
  8. Re-read, spell check, grammar check, edit and polish
  9. Ask a third party to proof-read the document
  10. Publish, PDF and send the document to your prospective clients

I hope the above tips provided you with some guidelines for writing a document which helps win more business. I specialise in partnering with small business owners to create quality marketing materials, especially capability statements. Let me know if you’d ready to chat about how I can help your company put its best foot forward with an outstanding capability statement.

Lyndall Guinery-Smith, the Professional WriterHi, I’m Lyndall Guinery-Smith, The Professional Writer. I write content 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.  

in Company Profiles / Small Business Marketing 0 comments
Update your website content, web copywriter, Professional Writer
 by Lyndall Guinery-Smith

Update your website content & win more business

The start of a New Year often brings thoughts of goal-setting, new beginning, updates and upgrades to all aspects of our lives. This is particularly true when it comes to business. That’s why it may be time to refresh or update your website content so that it becomes, or continues to be, a lead magnet for your business.

So, what are some simple ways to update your website?

Revisit each website page

Your website is not a “set and forget” marketing tool. The content DOES need to be updated on a regular basis.

Before you go ahead with an update, firstly go back and read your website content. Try to look at it with fresh eyes. If you are the person who updates the content and you regularly re-read the text, ask a trusted friend or colleague to read the content with a view to answering questions such as:

  • Is the content of each page clear, concise and targeted to our specific audience?
  • Is our Unique Selling Proposition clearly stated?
  • Do you have a clear Call to Action on each appropriate page?
  • Can your “brand voice” be heard through the content of the site?
  • Does the site capture the essence of what your business?

Is your About Us page current?

Research shows the About Us page is the second most read page on a website (after the Home Page), so it’s really important to keep the information updated and relevant to your audience.

  • Have you updated your About Us page with information about any new products or services you offer to your clients?
  • Are your staff profiles up-to-date?
  • Does your site display recent photos of your team members?
  • Is the essence of your business and your brand story adequately portrayed on this page?
  • Does your About Us page clearly state the outcomes you deliver for your clients and how you help them?

Is your website mobile-friendly?

With such a larger proportion of website visits now taking place via mobile devices, it’s vital your site is optimised for mobile.

View your website (or ask someone else to view it) on a tablet and mobile phone. Check the user experience on different types of mobile device, as opposed to desktop.

If you’re not a tech guru, you may need to speak with your web designer or developer to check which enhancements are required.

Is your SEO working for you?

Search Engine Optimisation (SEO) defines the online visibility of your website in “organic” or unpaid search engine results. So, how’s your site’s SEO working for your business? Do you have an SEO strategy? Does your website generate qualified leads for your business? Yes or no?

As SEO is an ever-evolving topic, perhaps this aspect of your website needs to be updated. If you’re not an SEO expert, you may wish to engage an SEO consultant.

Write and publish a series of new blog posts

When was the last time you published a blog post? This is one of the easiest ways to refresh your website content. Blog posts can become an integral part of your SEO strategy and can also establish or reinforce your position as an authority in your field.

What should your blog posts contain? Here are a few ideas to get you started:

  • Answer your prospective client’s burning questions
  • Offer potential solutions to the issues that keep them awake at 2am
  • Outline or review of any new products or services you’re offering in 2019
  • Write a case study, complete with client testimonial, about one of your recent success stories
  • Demonstrate a before and after scenario using your product/s or service/s

If you’d like more ideas for your blog posts, check out this article.

So, do you think it’s time to update your website content?

I hope the above tips have inspired you to take a fresh look and successfully update your website. If you’re in need of professional assistance, I specialise in partnering with small business owners to create quality content for your website. Let me know if you’d ready to chat about how my services can help portray your organisation in its best light and win you more business.

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.  

in Small Business Marketing / Web writing tips 0 comments
Winning business awards, how to write a winning awards entry, business awards writer, The Professional Writer, Lyndall Guinery Smith
 by Lyndall Guinery-Smith

How to write a winning business awards entry

Writing a winning business awards entry can be challenging, but the payoff in the form of promotion for your business can be extremely rewarding, taking your business to a new level.
As an experienced business awards nominations writer, I’m often asked what it takes to write a winning award entry. Make no mistake, it is a project and will require the investment of time and energy – it cannot be a last minute decision.

Following are some helpful tips for writing a winning business awards entry

Before you start writing…

  • Carefully read through the award terms and conditions to check your business is eligible to enter;
  • Take time to consider which categories you should enter. Think about how you could leverage the award once you’ve won, and which category would best help you engage with your target market.
  • If you find any “gaps” in your entry, consider waiting until the following year to enter, and take appropriate action to ensure you can cover that particular topic in future.
  • Note the tips in the guidelines – they are there for a reason!
  • Read and re-read each question, then make notes on your answer
  • Think carefully about each answer. Judges want to see evidence of your performance, so be specific with figures, give clear examples and use graphs or charts to complement your text where possible.
  • Don’t just mention what you’ve achieved, include the outcomes for your clients, how you’ve contributed to your industry or the part you play in your local community

When you start writing your winning business awards entry …

  • Ensure you actually ANSWER the question. This might sound basic, but you’d be surprised how many businesses write a fluffy answer that doesn’t actually address the topic!
  •  Include the achievements of your team members where possible. This is a great way to acknowledge their input into the business and it makes you look like a great boss.
  • Where there’s been a problem that you’ve overcome, don’t be afraid to mention it. All businesses have issues from time-to-time and demonstrating how you’ve overcome those problems shows your resilience and how you’ve grown as an organisation.
  • Where possible, include social proof to add credibility to your entry.
  • Use brief case studies or stories about customers’ success with your product or service to demonstrate the outcomes you’re able to achieve. Tell a story if possible.
  • Before uploading your entry to the awards portal, ask someone independent to proofread your entry. We all make typos and grammatical errors and we rarely see them ourselves, particularly when we’ve read and re-read the same text many times over.
  • Watch the word limit on each answer. If you exceed it, the end of your answer will be cut off!

Entering and winning business awards can be a fabulous way to boost your business. Winning helps raise your profile in your local community, with your clients and potential clients. However, if the awards you enter have state or national levels, and you’re successful in reaching those stages, your profile gets an even bigger boost!

Winning an award demonstrates that you’ve been judged as exemplary by a third party, portraying you as an industry leader. After you’ve entered, give some thought to how you can publicise your win and gain more business from it. You may utilise social media, print media or your local business networks to spread the word about your win. Have a plan of action in place and ready to go once your win is announced.

I hope this brief post has provided you with some useful tips on winning business awards. Should you require any assistance with writing your entry, please feel free to drop me a line.

Lyndall Guinery-Smith, The Professional Writer, Business Writer, Award Nominations Writer

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.  

 

in Award nomination writing / Grow your business / Small Business Marketing 0 comments
Write an engaging blog post, write to engage readers, professional business writer, professional writer, write to impress clients
 by Lyndall Guinery-Smith

How to Write 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.  

in Article writing / Article writing help / Building authority / Small Business Marketing 0 comments
Staff profiles, meet the team, how to write staff profiles, website content, Professional Writer
 by Lyndall Guinery-Smith

Staff Profiles – Why your clients need to Meet the Team

Most websites have an About Us page which provides an overview of the business and what it offers, as well as a brief profile of the business owner, founder or CEO. This information is important to your readers, as people often buy or do business with those they know, like and trust. Haven’t you Googled a business before contacting them??  However, many small businesses are neglecting an opportunity to connect with readers through including staff profiles on their website. Let’s delve a little deeper into staff profiles …

Staff Profiles make a great first impression

Including staff profiles or a “Meet the Team” page on your website is a great way for potential clients to feel welcome and get to know you. It’s often the first step in the “know, like and trust” process and can help you establish and build relationships with your clients.

When potential clients take the step from reading your website to either calling or visiting your business, who will they encounter? Unless you’re a one-man-band, one of your team members will meet, greet and assist that customer. So, imagine if the reader had already been introduced to Belinda, your receptionist, or Brad in sales through their staff profiles. Do you think this would enhance their first impression of your business?

Which team members should have staff profiles?

Who in your team is client-facing? They are the ones you must profile. Depending on the size of your team, you may wish to profile only the key members who interact with clients. If you only have a few staff, it’s a great idea to profile everyone, as it makes your team appear large.

Sure, it takes a small investment of time and money to write and upload the staff profiles, but the benefits far outweigh this minimal cost.

How often should staff profiles be updated?

Keeping your website content up to date is vital. Be sure to write a fresh profile when new team members arrive and delete profiles of staff who have moved on, particularly if they’ve gone to the competition!

For long-term staff, consider updating their profiles every 1-2 years to include qualifications and experience they’ve gathered in that time.  Naturally, staff profiles need to be updated when a team member is promoted. The new profile must reflect their new position and responsibilities.

Why should we include photos?

While some people don’t enjoy having their photo taken, including a quality headshot next to each team member’s profile is a great way for clients to recognise them when they meet face-to-face.  It’s also part of the “know, like and trust” factor. Ensure the headshot you use is recent and actually looks like the person being profiled. Glamour shots are best reserved for personal social media accounts.

Staff Profiles can help boost your team’s esteem

Including your staff members in the company’s marketing can help empower them both individually and as a team. Having a staff profile of each employee on your website is a great opportunity to enhance your company’s team spirit and make each person feel they are a valuable part of your team. It also provides them with the chance to briefly tell the story of their experience, qualifications and specialities – and how they help clients.

A great way to display your team’s capacity

By including staff profiles on your website, you’re able to show the size and capacity of your team. It also allows you to demonstrate the cross-section of skills, capabilities and interests amongst your team members. Profiles can be as formal, friendly and approachable or quirky as you like – but they must truly reflect your brand.

It’s about showing your human side

Staff profiles allow each person to show their human side and to be relatable. Using a conversational tone allows the reader to get to know them, their values and what sets them apart, which helps to build a picture of the individual.

This opens the lines of communication so that people feel more comfortable to reach out, ask a question or walk into your premises. This could be the start of a fruitful long-term relationship with your client!

 

Now I’ve provided the above tips for including staff profiles on your website, I hope I’ve convinced you to introduce your team members to your clients. If you need assistance with writing your staff profiles, I can help. Simply email me and let me know what type of business you’re in and how many team members you have, then I’ll provide a quote. Or we can set up a time to chat on the phone if you prefer.

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.  

in Grow your business / Small Business Marketing / Staff profiles 0 comments
Blog post ideas, Blog post mistakes, help writing blog posts, professional writer, Lyndall Guinery-Smith
 by Lyndall Guinery-Smith

Are you making these mistakes when writing blog posts?

Writing blog posts is something many people enjoy, while others just don’t know how to get started and would rather do anything but write a blog post.

When it’s done well, blogging is a great way to build your profile and be seen as an expert in your industry. However, you can so easily detract from the way your business is perceived if you get it wrong – and that’s not the outcome anyone wants.

If writing blog posts is challenging for you, it may be because you’re making some classic mistakes. Below, you’ll find an outline of the most common mistakes – and how to fix them.

The top 10 mistakes people make when writing blog posts are:

1. Failing to plan and outline before writing

Rather than staring at a blank screen, waiting for inspiration, it’s a good idea to plan out your topic and the main points you want to make before you start writing. Some people find this easier to do with pen and paper, rather than on a screen – just do what works for you.

Not sure where to start with your outline? Once you have a topic in mind, try writing it in the middle of the page, then draw 6 lines coming out from the central topic and write one of the following headings on each line: Who, what, where, when, why and how. Then explore each of these and write notes next to the headings. This will give you an outline.

2. Not thinking about your reader

The most important thing for you to consider is – who is my reader? This is one of the first things to think about when planning your blog post. After all, you’re writing the post for them, aren’t you? What level of understanding of the topic does the reader have? What questions do you need to answer for them?

3. Using jargon or buzz words

Readers may not be familiar with your industry terms and the jargon you use. Unless your article will only be read by those working in your industry, don’t use jargon or buzz words unless you explain them. Use language the everyday person will understand.

4. Not correcting spelling, punctuation and grammar mistakes

While spelling, punctuation and grammar might seem like boring topics, they’re important if you want to make a good impression on your reader. Mistakes not only make a blog post difficult to read, they can make you look unprofessional and inefficient. It’s often difficult to see your own errors, so be sure to ask another person to read your blog post before you submit it or hit the publish button.

5. Not correcting typos

Typographical errors, or typos, as they are more commonly known, are another avoidable issue which can make you look unprofessional. Again, it can be difficult to see your own typos, so ask a colleague to check your work before sending it out.

6. Posting paragraph after paragraph of text

  • Keep paragraphs short, sharp and straight to the point
  • Use headings, bullet points or numbered lists to break up text
  • Insert images where appropriate
  • Use numbering or bullet points to break up big chunks of text

7. Using too many different fonts

Using a larger font for headings and sub-headings is fine, but try not to use more than two different fonts throughout your blog post if you want to make a good impression on your reader.

8. Rambling on 

Everyone is time-poor. If you can convey your message in fewer words, do it! Your readers will thank you for it. If you think readers will have further questions at the end of the blog post, add a link or your email address. A call to action at the bottom of your post invites readers to contact you and provides a further opportunity to engage them in a conversation and potentially do business together.

9. Forgetting to use images or diagrams

Some readers are visual, so images and diagrams can enhance the reader’s understanding of your topic. Visuals also help to break up large chunks of text. It’s a good idea to use at least one image or diagram per blog post.

10. Not tying into your brand

Every blog post is an opportunity to reinforce your brand by portraying your company’s approach to business or your “brand essence”. Be sure the topic and your post are in alignment with the way you do business.

 

I hope these tips are helpful to those struggling with writing blog posts. You may also enjoy – 5 ways to generate blog post ideas – How to set up a simple blogging schedule – 21 blog post ideas for small business owners

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.

in Article writing / Article writing help / Small Business Marketing 0 comments
About Us page, How to write an About Us page, help writing About Us page, Professional Writer, About Us page tips
 by Lyndall Guinery-Smith

How your About Us Page can help win business

Did you know that on most websites, the About Us page is the second most visited page – after the Home page? There’s a good reason for this. The majority of readers want to know who is behind the business and find out who they’re dealing with before they’re willing to commit to buying your product or service.

So, what does your About Us Page say about your business? What story does it tell? Does it capture the true essence of your business and help you to engage your customers? If not, perhaps it’s time for an About Us Page makeover!

Want to tell your REAL story on your About Us page?

Who are you targeting? Who is your ideal customer?

First and foremost, it’s important to know exactly who you are trying to attract. If you think your target market is anyone reading your website, you may want to consider narrowing your audience.

For example, if you sell upmarket baby goods, your target market is not just anyone reading your website. Your primary target market could be pregnant women aged between 20-40, with an income of $75,000+. Because you sell UPMARKET baby goods, your target market would not be anyone looking for baby items – your market is much more specific than that.

Of course, not all businesses have such a narrow focus, however, having a good understanding of exactly who you are targeting is vital if you want to truly connect with your specific readers – and get them to buy!

What problem do you solve?

What product or services does your business offer which can help solve their problem?

You need to not only tell readers that your business solves their problem – but also HOW you go about it. Outline your point of difference and detail how you offer friendly advice, superior after-sales service or whatever is relevant to your offering and the reader’s needs.

What does your ideal customer want to know?

It’s important to know why a reader/potential customer has come to your site. What do they want to know about you and your business? Do they want to connect with you in some way before they buy? If so, it’s a good idea to use a friendly and approachable tone in your About Us copy and encourage them to get in touch with you via your contact page, social media channels, email or phone.

Tell your readers who you really are

A lot of business owners hide behind their company name, while readers want to know who is behind the business. Introduce yourselves, mention the names of the owners and key staff members where appropriate, so readers know who they are dealing with.

ALWAYS use photos

I’ve said it before and I’ll say it again – photos are important. People connect with – and BUY from – people. By adding a photo of the business owners or the whole team, and your premises or company vehicle allows the reader to gain a greater understanding of your business.

Show your personality

If you want to set your business apart from your competitors, your About Us page needs to show the true personality of your business.

  • Outline your core values, mission and vision for the business
  • Tell readers what you’re great at – without sounding too boastful
  • Detail your background, experience and areas of expertise, and that of your team
  • Outline some of the types of customers you’ve already helped in your business
  • Detail any involvement you have in the local community or with charitable organisations
  • Use a little bit of humour if it’s appropriate to your industry and business
  • All this can help readers relate to you and your business. Readers want confirmation that you are their best choice.

Tell them your WHY

If you started the business, why did you set it up? Or if you bought the business, why did you choose that particular business? What drives you? What’s your motivation?

Telling the reader WHY you do what you do demonstrates your passion and interest, and is another way to be relatable.

 

By incorporating some or all of the above information into your About Us page, you’ll increase your chances of engaging your readers and have more influence over their buying decisions.

Now that you’ve read these tips, you may want to review or rewrite your About Us page. If you need professional assistance to write an engaging About Us page which helps you win more business, feel free to contact me – I’m happy to help.

 

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.

 

in Grow your business / Small Business Marketing / Web writing tips 0 comments
How to use website content to generate sales, web content, professional writer for web content
 by Lyndall Guinery-Smith

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. 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!

 

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.

in Building authority / Grow your business / Small Business Marketing 0 comments