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!

 

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.  

 

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

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.  

Blog post ideas, Blog post mistakes, help writing blog posts, professional writer, 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 ideasHow to set up a simple blogging schedule21 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.

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. 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.

Top 5 ways to generate blog post ideas for business, blogging for business, attracting business with your blog, professional writer, business blog writing, blog article ideas, Lyndall Guinery-Smith

Top 5 ways to generate blog post ideas for your business

Are you wondering how to generate blog post ideas for your business site?

If you’re thinking about it from the business owner’s perspective, you’re doing it wrong…. Here’s why. Your blog posts should be all about your customer and how you can add value for them, not just about your business. Blog posts offer the opportunity to help customers get to know, like and trust you … then buy from you.

Put yourself in your potential customers’ shoes. You have a problem to solve or there’s something you need to find. Where do you look for a solution? Most people will type their query into Google or a similar search engine. If we’re looking for a new rug for the living room, some people will type “Living room rugs”. Others may be more specific and type something like, “Traditional living room rugs” or “Beige living room rugs” for example. Others might type in, “How to choose the right rug for your living room”- this is asking for an answer to their problem.

Once you focus on the needs of your customers and potential customers, it becomes a lot easier to generate blog post ideas for your website.

1. What do your customers want to know? 

Think about the questions your customers regularly ask you during the initial stages of your relationship.

  • Find out what keeps them awake at night – and offer a solution
  • What is the “big problem” you can solve for them?
  • What knowledge do you have which can be shared to build trust?

Don’t worry about giving away “trade secrets” or your competitors reading/copying your posts. Just use the information you’d normally talk to customers about in a face-to-face situation.

2. Explain how your product or service works – How does it solve their problem

Outline one or more of your products or services. Explain in detail how the product or service works. Every customer has a problem, be sure to tell them how your product solves their problem. For example, if you sell fishing lures, you may be able to provide information about the techniques using to cast the line so that the lure is more appealing to the fish. Sharing this information will help customers to know, like and trust you, as well as demonstrating your authority.

3. Elaborate on testimonials or feedback from clients – what you’ve done well

What do your customers appreciate about you? What positive feedback have you received? This is not about “tooting your horn”, it’s more about expanding on the positives and letting prospective customers know that others have had a great experience with you. It may be along the lines of “87% of our customers got a positive result”, or “We’ve helped 2,125 people get a better night’s sleep” or something similar.

People will always believe a third party endorsement over something you say about yourself, so take the opportunity to share the positive feedback you receive (with the permission of those who gave you the feedback of course).

4. Profile a customer, detail their journey with a case study

Add to the authenticity of your business brand by writing a profile of one of your valued customers. Tell the customer’s story, it helps to humanise your business. A case study shows the before, during and after of your product or service. It clearly details what the customer’s initial problem was, the alternatives they considered and why they chose you. You have the opportunity to demonstrate the way you went about helping the customer and how their life has been changed by your product or service. If possible, ask your customer for a brief video testimonial to include in the post and share on social media – video is very powerful.

5. Tell your story

There is a multitude of ways you can tell the story of your business and share your experiences. You might like to tell your customers how you came to be in business, share some important lessons you’ve learned or detail how your industry is changing. Profiling your staff members can also help build trust, demonstrate your knowledge and detail your industry experience. All this helps build your authority and influences your potential customers to buy from you.

 

This article has outlined just a few ways you can generate blog post ideas for your business. Adding regular fresh content to your website can help attract more business. If you need help to ensure you maintain a regular blog posting schedule, this article may help.

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.

How to get customers to like you, small business marketing, Professional Writer, Know like and trust factor, Getting known online, Building rapport online, Lyndall Guinery-Smith

Get customers to like you – 7 top tips

So, you want to know how to get customers to like you and your business? Here’s the lowdown…

These days, every business should have an online presence, because the first thing a prospective customer does is Google you! The purpose of your company’s website is to introduce your business, your products or services and to influence prospects to know, like and trust you … then they will be more likely to buy from you. This process can be somewhat challenging – but don’t worry, this post is here to help you!

This is the second article in a three-part series which will help you boost your “Know, like and trust factor”.

Once your prospective customers or current customers have found you online, your site’s content provides the opportunity to get to know all about you. It should also influence readers or prospective customers to like you and your business. I’m not just talking Social Media “likes” here, I’m talking about your prospects having an affection for you and/or your business. People buy from those they know, like and trust.

Here are 7 tips to get customers to LIKE you and your business:

  1. Be human, be real, be authentic

    This is the most important part of building a positive relationship with prospective customers. Treat people the way you’d like to be treated. Be nice! Most people can spot a fake, and that just turns them off, causing them to click away faster than lightning, so make sure everything you post or write online is what you’d say to your customers face-to-face. Don’t try to copy what others are doing if it doesn’t portray the true essence of your own brand identity.

  2. Tell your story

    Take the time to explain how your business started, where you’ve come from, and where you’re headed. This will help you build rapport with readers and lay the foundations for a relationship of trust. The About Us page is the second most clicked page on most sites, after the Home Page. It’s important to fill your About Us page with your story, telling it in a succinct yet interesting way that demonstrates your passion. Be sure to include photos of your premises and/or team members where appropriate.

  3. Be seen

    Most people like to know the face behind the name. Use photos to show who you are and portray a friendly and approachable image. Use video to allow people to get to know you better, and to demonstrate your products, services and expertise.

  4. Listen

    Ask questions and deliver answers to your customers as a great way to build rapport with them. Always aim to add value. Social media can be a brilliant way to interact with prospects and answer their queries in a helpful and polite manner.

  5. Contribute to the conversation

    Share content and promote other people, then they will be more likely to share yours. Sharing also helps promote your profile and expertise.

  6. Show your genuine appreciation

    Monitor your online accounts. Responding to comments and thanking those who share your posts also goes a long way towards influencing people to like your business. If a prospect takes the time to comment on your post or ask a question, this offers you the opportunity to start a relationship with them. If you don’t respond to comments, the customer may feel that you are simply disinterested in them and their business.

  7. DON’T SELL

    Nobody likes to be sold to, particularly straight up. Focus on providing value to build relationships before asking for a sale online. We are less likely to commit to buying from someone we don’t know, so take your time building rapport first and earn the right to ask for the sale. Remember that social media is SOCIAL, not selling media!!

    Sure, everyone likes to know if you’re offering discounts or a special promotion, but please don’t spam your prospects with constant BUY! BUY! BUY! messages.

    I’ve seen a variety of ratios, which are either 80/20 or 90/10. This means 90% of your content and posts should be adding value and sharing knowledge, with only 10% of content asking prospects to buy. If you’re clever (or you have a good writer!), your posts will clearly demonstrate the value of your product or service so that people will be lining up to buy as soon as they finish reading your post.

These are just a few tips to get you to help you get customers to like you and your business. The next post in this series will explore “How to build trust online”.

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I have a strong background in small business management and helping businesses to build their “Know, like and trust” factor.

I love to write copy dedicated to attracting and engaging your clients, and improving your bottom line, and I happily work with clients all around Australia. Email me to arrange an obligation-free discussion about your latest project.

 

 

Know like and trust factor, The Professional Writer, getting known online, building customer relationships, how to get customers to know like & trust you

How to become known online – 7 top tips

Want to become known online?

Attracting prospective customers and getting them to buy from you online can be challenging. The first step in successfully cultivating a great relationship with your customers is to get them to know, like and trust you. This post is the first in a three-part series I will be publishing on this topic.

How do prospective customers find you if? You need to become known online.

Customers will usually do an internet search for either your company, if they’ve already heard of you, or the problem they’re searching for a solution to. Either way, you want your website to be found by those you’re trying to impress, and this is where the content of your website can help.

Once they’ve found your site, what does the information say about you? Your content needs to be clear, easy to navigate and easy to read.

Getting known online is a process. It won’t happen overnight, but it will happen … if you start with the right tools.

Here are 7 tips to help you become known online:

  1. Know who you’re talking to

You can’t be all things to all people. Who is your target market? Who is your ideal customer? You may benefit from preparing a buyer persona or ideal client profile which details the personal details, occupation, interests, income and habits of the person you’re aiming to attract. You can source a photo and give them a name.

Once you have a good idea of who your target audience is, you need to write your copy with your ideal customer in mind.  Write as though you are speaking to your ideal customer.

  1. Demonstrate your knowledge

If you’re in business, especially if you’ve been established for a while, you’ll have accumulated a substantial amount of knowledge. By sharing your insights and knowledge with readers, it builds your credibility and helps you work towards the coveted “know, like and trust” factor.

Think of the problems you regularly solve for customers and write content which addresses that issue. Always aim to add value to your reader and be as helpful as possible, as this helps in the next phases of the process, which are the LIKE and TRUST factors. Think about what keeps them awake at night and address those issues – offer a solution to their problems.

  1. Create great content

What will you post on your website? What do your customers want to know? Remember they’ve come to your site because they’re seeking an answer to a question or a solution to a problem they are experiencing. By getting to know your customers and asking what they’re looking for, you can create content which addresses their issue.

You can’t make assumptions here. Answering frequently asked questions is a great place to start. If you already have existing customers, survey them to find out what they’d like to know about your products or services.

Know your business, know your core topics and write content which focuses on your core business.

  1. Write and share a free product that adds value to your target market

Creating a free product which people want to share is a popular way to grow your audience and become known online. This could be an eBook, cheat sheet, planner or digital recording, for example. These are relatively simple to create and offer on your site.

Not sure what to write about? Ask your customers what their biggest concerns are and design your product to address one of those issues or concerns.

  1. Create a blog and post regularly

Most websites have a Blog page, many of which are empty. This is one of the greatest untapped resources small business owners can capitalise on. A blog is a prime opportunity for you to communicate with your clients on a regular basis. Blogging is a great way to help your business become known online, and it can help your search ranking too, which is a bonus!

Not sure where to start with your blog? Make a list of questions you’re asked on a regular basis, ask your readers what they want more of, be interesting, be creative and generously share your knowledge. Your blog is one of the best opportunities you have to build your status as an industry expert.

  1. Share an expert’s knowledge – interview them

If you don’t feel confident in your own experience, or you’ve run out of topics to blog about, you may choose to interview an industry expert. Most people are pretty forthcoming if you ask to interview them. You could do a written post or an audio post for this.

Tapping into the expertise of an authority underpins your own credibility. You may even be lucky enough to have the interviewee share your post with their audience – always ask, they can only say no!

  1. Network, network, network!

Get active on social media. Post regularly and build your profile. Be sure to complete your profile with:

  • All the pertinent details about you and what you do
  • A recent photo where you look friendly and approachable
  • Be sure to include your contact information

Join social media groups which cover your industry. Local buy swap and sell pages can also be helpful in getting known in your own area. Answer people’s questions and be as helpful as possible. Ensure you have a link to your business website in your personal profile, so that people can click through and find out more about your business.

 

These are just a few tips to get you started in becoming known online. The next post in this series will explore “How to get customers to like you online”.

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I have a strong background in small business management and helping businesses to build their “Know, like and trust” factor.

I love to write copy dedicated to attracting and engaging your clients, and improving your bottom line, and I happily work with clients all around Australia. Email me to arrange an obligation-free discussion about your latest project.

Simple blog post schedule, tips on blogging for business, blogging, business writing, professional writer, business writing help, small business marketing, Lyndall Guinery-Smith

How to set up a simple blog post schedule

Coming up with a simple blog post schedule has helped me to be more productive with my blogging.

One thing that’s always been a challenge for me is blogging on a regular basis – I know I’m not alone in this. I have all good intentions of publishing a post every week but life and business often take over and my posts aren’t always as regular as I’d like them to be.

I’m determined to publish more regular posts after what I learned at the recent Problogger conference. I know how important the posts are for establishing authority and maintaining my Google ranking for the keywords I wish to rank for. In order to establish a simple blog post schedule which is workable for me personally, I’ve come up with the following steps.

7 steps to developing a simple blog post schedule:

  1. Determine your blogging goal

    What are you trying to achieve with your blog posts? Are you trying to establish your authority on your topic of choice, build your email list, get new consulting clients or persuade people to buy your product or service? Or are you writing and posting articles simply to boost your search ranking? Before starting, it’s important to clearly identify what you’re trying to achieve, just like everything else in business. An ad hoc approach will most likely provide lacklustre results.

  2. Brainstorm your topics/categories

    Make a list of all the topics you cover or want to cover on your blog. These will also be the categories you use on your blog posts. This list will provide you with an overview of the direction of your blog. A mind map can be very useful for getting ideas down on paper.

  3. Identify your niche

    Most blogs and websites cover one particular niche, such as business, home, family etc. If you’re a small business owner, your blog won’t necessarily be about business, it needs to be about your product, service or whatever it is that interests your customers. Do you have a niche? Having a particular niche can help provide some direction and shape the strategy for your blog.

  4. Identify your target audience

    Before you start writing it’s also important to know as much as possible about your audience. Who are you “speaking to” with your posts? Do you know the age group and gender of your readers? What are they interested in? What problem do they have that your product or service can solve? If you can gather this vital information, it will really help you to write the posts in a way which targets your ideal customer and makes them think you’re speaking only to them.

  5. How often and when will you post?

    Consistency is key. If you think you can write and post daily, then go for it, but don’t post daily for a week or two, then stop posting as this can make you appear unprofessional. It’s better to commit to posting weekly, fortnightly or several times per week and be consistent about it. Post on the same day each time and share your post to your social media pages to generate interest.

  6. Monitor and measure on a regular basis

    Install Google Analytics on your site and use it to monitor and measure the traffic that’s coming to your site and where it’s coming from.

  7. Use tools to help track what and when you will post

    It’s a great idea to keep a file of post ideas either in a notebook or in Word, Evernote or a similar online note taking tool. Once you’ve mapped out your posts for the next weeks or months you can use a plugin called WordPress Editorial Calendar to plan out which posts will appear on particular dates.

I hope these tips for developing a simple blog post schedule help increase your productivity.

Can’t find the time to write blog posts? This article has some great tips.

Looking for some fresh ideas for blog posts? This article has a list of them.

Want to know how to write to engage your audience? This article has a range of tips for you.

 

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 around 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.

Become known as an industry expert, show your expert status, brand recognition, professional writer, small business marketing, Lyndall Guinery-Smith

How to become known as an industry expert

Want to become known as an industry expert?

Being known for your expertise can enable you to charge more for your products or services, it can help you to land premium clients and bring a constant flow of business your way. The following tips will set you on the right path.

Get to know your customers first

Who are your customers? What are they looking for? What problems do they have that you can solve? Do some research to find out as much as you possibly can about your customers. Check out demographics such as age, gender, marital status, occupation, income bracket, place of residence, hobbies and interests. All this information can help you to build Client Profiles, which are very useful in targeting a particular audience.

Get your brand message right by having a compelling story

Do you have a personal brand or a business brand? Whichever it is, shape your story into one which clearly demonstrates your or your company’s achievements, skills and expertise. This will go a long way in helping people relate to you and see you as an industry leader.

Become the expert

Before you can be known as an expert, you must first become the expert. Study, research, get to know what’s important in your industry, what the emerging trends are and how they can be addressed. Gathering this knowledge is a very important step in helping to build your status as an industry expert. You’ll need to be prepared to answer questions, so gathering as much knowledge as possible will definitely work in your favour.

Become a specialist

In order to attract premium offers, you need to have specialised knowledge of your subject. Take every opportunity to learn as much as you possibly can about your subject. People will pay more for a specialist over a generalist every time.

Write a blog

If you don’t already have a website – get one now! Use your website and/or blog to educate your audience. Write and share great content – and you’ll soon be noticed.

You can write blog posts about industry developments, issues your customers may have, case studies demonstrating how you’ve solved issues for your customers (present the problem followed by your solution), product reviews and comparisons, how-to articles and anything else that’s relevant to your readers or in your industry.

Call yourself an industry expert

Once you feel confident in your knowledge, call yourself an expert. Include your expert status in your social media profile and your About Us page on your website.

Write for publications

Find out the most widely-read publications in your industry – whether they’re magazines, online newsletters or other industry publications. Enquire about submitting an article to the publication. Editors are often open to accepting articles from industry experts. You probably won’t receive payment, but your priority is to have your name and possibly your headshot on the article. This gets your name out there to your peers and potential customers.

Write a book

Once you’ve written a few blog posts and/or articles for publication, use website analytics to monitor which articles and subjects are most popular with your audience. Consider combining a number of posts together and shaping them into a book or eBook.

Becoming a published author brings instant credibility and may become another income stream for you too.

Polish up your Public Speaking

If you’re a public speaking novice or you’re lacking in confidence, do a course in confident speaking.

Conducting a workshop or giving a presentation also gives you instant expert status. You may need to start with a smaller audience and build up into presenting at trade shows and the like.

If you’ve published your book (see above), you can sell the book at your presentations.

Make yourself available for interviews

Editors and programmers are always looking for new people to interview, whether it’s on radio, n the newspaper or on a podcast.

Check out sites such as Source Bottle, where callouts are posted for experts on a daily basis.

Network online and face-to-face

Participating in online forums and groups can be a great way get your name out there and become known in your industry. It’s important to answer questions honestly and provide advice wherever you can so that people get to know, like and trust you.

Leverage social media

Post regularly on social media – this means daily or at least 3-5 times per week. Posts can be scheduled ahead of time using a variety of apps such as HootSuite, CoSchedule, SproutSocial or Meet Edgar, just to name a few. Facebook allows you to schedule posts to a business page too.

You may also consider starting your own group on social media, based around a certain issue your customers have, which you can solve. When you’re the administrator of the group, you have more control over the conversation. By posting good advice and helpful hints, you’ll continue to build your profile.

I hope these tips have been helpful for you in building your personal or business brand and will assist you to become known as an industry expert.

If you have any further hints or tips on how to become known as an industry expert, please feel free to email me and let me know.

 

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 around 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.

 

If you enjoyed this article you might also like to read:

Finding time to write blog posts – 5 tips from an expert

Writing to engage your readers online

How to attract premium clients

 

Business case studies, How to write a business case study, professional writer. professional writing help, small business marketing, Lyndall Guinery-Smith

How to write a business Case Study

Wondering how to write a business Case Study to show how you’ve helped a client? Not sure whether it’s the right way to go? They’re not as difficult to put together as you may think. Here are some frequently asked questions and answers about business Case Studies to help you get started.

What is a business Case Study?

In the business marketing context, a Case Study describes a real-life situation where your business has been required to provide a solution to your client’s problem. Basically, it’s a story about how you’ve solved a problem or issue for a current or past client and the outcomes you have achieved.

Why should I write a business Case Study?

In the past, if your marketing copy said, “We’ll help you get the best results”, people believed you – because businesses used to deliver on their brand promise. However in recent times, most of us have had at least some experience with a business which doesn’t fulfill its brand promise, and that makes us cynical about marketing messages. So now we look for proof of the outcomes we should expect before we commit to buying.

Your potential customers want to see some “social proof”, meaning they want to see that others have successfully used your product or service, and which outcomes you provided … and then they will choose whether to copy your subject’s behaviour. We’ve largely become a society of followers.

A Case Study is certainly one of the best ways to clearly demonstrate social proof.

What will a business Case Study help me to achieve?

Apart from the all-important social proof, a business Case Study has the ability to:

  • Demonstrate the value of your product or service
  • Reinforce the outcomes of your product or service
  • Show how you have helped your client/s and solved their problem
  • Position your business and brand as an authority in your field
  • Demonstrate the calibre of your clients
  • Offer your clients an opportunity for additional publicity
  • Has the potential to influence key decision-makers to buy from you

How should I structure my business Case Study?

It’s important to use real-life examples rather than imaginary scenarios. Try to choose an example of a problem or client your customers can easily relate to.

Of course, you’ll need to ask the permission of the client you’re profiling in the Case Study before you use their business name or example.

  • Start from the very beginning
  • Outline the issue or problem your client was experiencing before they used your product or service
  • Detail the specific needs of your client
  • List the potential solutions to the problem, together with the positives and negatives of each
  • Provide details of the option you offered and why it suited the client’s situation
  • Clearly list and demonstrate the outcomes and benefits provided by your solution
  • If you have measurable outcomes, use statistics or percentages to reinforce the difference your product or service has made to your client, for example, “This product helped XYZ Company improve their output by 50%” – obviously this must be true!

How do I make my Case Study easy to read and understand?

Try to remember that some people will understand a concept simply by reading text, while others require diagrams or pictures, or better still, a video.

Headlines are important

You need to capture the problem you’re addressing for your client in the headline, for example, “How to solve your acoustic problems” or “The best way to dress a wound”. Think about the problem you’ve solved and the issue your prospective clients will type into Google, then use it as part of your headline.

Photos and Videos

Including visuals in your Case Studies is highly effective, but it does require some forward planning. You’ll need to ask permission from your client before you take any photos of the work you’re doing and you’ll also need the permission of any people in the photos or videos. Before and after photos are ideal, but taking photos as the job progresses can help demonstrate the process you use and how through your are, so be sure to take photos as the job progresses.

Including visuals in your Case Studies is highly effective, but it does require some forward planning. You’ll need to ask permission from your client before you take any photos of the work you’re doing and you’ll also need the permission of any people in the photos or videos. Before and after photos are ideal, but taking photos as the job progresses can help demonstrate the process you use and how through your are, so be sure to take photos as the job progresses.

Infographics and diagrams

Another great way to reinforce your Case Study.  If design isn’t really your thing, you can outsource this.

Bullets and numbered lists

These can help break up the text and make it easier to scan, which is how most people read blog posts due to time constraints.

Bold or italics

These can be used to highlight headings or important points throughout the text.

You could also use a Question and Answer format similar to this one if it’s easier for you.

Use a quote from the client to reinforce your story and add to the authenticity of it.

Where should I post my Case Study?

The first place your Case Study should appear is on your blog or in the News section of your website. Make sure it’s easy for your prospective customers to find.

You can link back to your site from social media to increase the traffic to your site and reinforce your ability to problem solve for your clients.

  • If you’ve made a video, you can post it on Vimeo or YouTube. This can increase the number of people viewing your Case Study
  • Infographics can be posted to Pinterest, with a link back to your site for the full details
  • If you operate in the business-to-business space, you may benefit from posting your Case Study on LinkedIn
  • Some companies turn their Case Studies into podcasts and post them on their site, as well as iTunes, where you may also find exposure to a wider audience

How can I get more exposure for my Business Case Study?

There are dozens or possibly hundreds of different places you can publicise your Case Study, depending on your industry. However the one important thing to remember is, where are your customers looking? You need to be wherever they are searching online for a solution to their problem. Rather than spreading yourself across too many mediums, it’s a good idea to stick to 2 or 3 and consistently post to them. Spasmodically posting to too many platforms is a waste of your precious time.

A good business Case Study has the power to influence your reader in many ways. The above tips will help you get started. If you need any further help with writing your Case Studies, feel free to email me for a quote.

 

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 around 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.