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.

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.

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.

Find time to write blog posts, writing blog posts, blogging, blogging hacks and tips, Professional writer

Find time to write blog posts – 5 top tips

Do you struggle to find time to write blog posts? If you do, you’re not alone.

In a recent survey of small business owners, 68% of respondents said the number 1 reason they don’t write blog posts is because they don’t have the time.

So, why is it important to write blog posts anyway? Here are 5 reasons:

  1. Adding fresh content to your website will help improve your Google ranking – when you include keywords relevant to your business
  2. Publishing quality content establishes and builds your authority
  3. Blog articles have the potential to help people know, like and trust you
  4. Generate more traffic to your site by sharing links to your blog articles on social media or other websites
  5. You can repurpose your blog posts into content for your client newsletter, use them as the basis for an eBook, short course or podcast

Now that you know some of the ways blog posts can help to drive traffic to your site and boost your authority, let’s share a few time-saving tips so you can get more posts written.

5 tips to help you find time to write blog posts:

  1. Keep an ideas file

    Every time you see something that may be relevant to your audience, file it. Keep your ideas in a plastic or cardboard folder if you’re a paper lover, or use an app such as Evernote, OneNote, Google Keep or SimpleNote. You’ll never have to stare at a blank page hoping for ideas again. You’ll have a ready-made list of topics, just waiting to be written up.

  2. Create a Blogging Schedule

    This is simple a timetable of your upcoming blog post topics. The schedule details when posts will be published and who will write them. By committing to publishing a post on a certain day or days of the week, fortnight or month, you’re more likely to actually get the posts written and published. Your audience also knows when to expect to see the content and this helps increase your credibility.

  3. Batch your writing

    Try writing once a month. Allocated a chunk of time to write and write 2 posts, 4 posts or 10 posts – however many you need for the month. Sit down with your list of topics and plan out the posts and you’ll be halfway there in no time. Writing the posts is much easier once you have a clear topic and plan in place.

  4. Schedule your postsWhen you write your posts in advance, you can schedule them to be published at any time or date in the future using WordPress. This is particularly handy if you wish to maintain the same time and day for publication of each post, but you’re not always available at that time. Posts can be scheduled as far in advance as you like.
  5. MAKE the time to write

    Allocate a chunk of time in your schedule for writing. Make it non-negotiable and just use the time to write. Turn off email and social media. Switch your phone to silent. Ask not to be interrupted. Use a timer to set a deadline if that helps. Do whatever works to get the writing done!

 

The above tips are just a few suggestions to help you find time to write blog posts. If you have any other tips, tricks, hacks or suggestions, please feel free to let me know via info@ProfessionalWriter.com.au and I’ll add them to the list.

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.

 

Writing engage reader, Engage your reader, writing tips, writing for the web, professional writer, business writing tips, business writing help, small business marketing, Professional writer Australia, Lyndall Guinery-Smith

7 tips to engage the reader online

Have you ever noticed how some blog posts and websites engage the reader, holding your interest, while others are so boring that you want to click away?

Once your prospective customer has found your website, you want to pique their interest. Then you can form some level of connection with them, so they may get to know, like and trust you… and then buy from you! You can engage the reader through your static content (Home, Services, Products and About Us pages). You can also engage through blog posts, which add fresh content to your site, boosting your authority and your Google ranking.

So, how do you write to engage the reader?

Instead of writing from your own perspective, you need to look at the topic from the reader’s point of view. You need to essentially write with the reader in mind, tailoring your content to the intended reader.

Following are 7 tips for writing to engage the reader

  1. Who are your readers?

A lot of people who write website copy don’t know who their audience is, let alone consider their perspective when writing. It’s important to know who is in your audience – are they clients, potential customers, potential investors, joint venture partners or suppliers? Your answer may be “all of the above”, and that’s OK, as long as you know who you’re aiming at. If however, you’re aiming solely at one audience, you need to focus solely on those people.

Other aspects to consider are demographics such as age, sex, location, marital status, career, etc. Of course, every reader will be different, but you need to think about the IDEAL type of person you’d like to attract. What do they know, i.e. what level of knowledge do they have? Are they beginners, intermediate or more advanced in the understanding of the topic you’re presenting?

What do they know, i.e. what level of knowledge do they have? Are they beginners, intermediate or more advanced in the understanding of the topic you’re presenting?

What do they need to know, i.e. what information do you need to share to influence their buying decision?

Established business owners should pay close attention to the questions customers ask. Do your customers frequently ask the same questions? If so, write down the answers and ensure your website contains most of this information (you may want to withhold a certain piece of material to share with them in person). Including information from your most commonly asked questions on your website will save time for you and build trust with your readers.

  1. What tone will work for your readers?

Will you project a more formal, business-like tone? Or will you use a more friendly, relaxed and approachable voice in your website copy? This is something that is determined by the type of business you’re in, as well as your audience. For example, if you’re running a professional services business, you may need to use a more formal tone than say a family-run small business, as the expectations of the readers and clients of these two businesses would be vastly different.

  1. What type of language will you use?

Most website content is now written in everyday language. Think about how you would present an idea to a client. For blog posts, it’s advisable to write as you speak as a general rule, as if you’re speaking to the reader, one-on-one.

  1. Structure your post or page

Reader attention spans are short when it comes to reading web copy.

  • Come up with a strong headline that captures the topic and your reader’s attention
  • Use sub-headings to break up long sections of text
  • Bullet points or numbered lists make the text easier to read
  • Use short, well-structured sentences
  • Avoid jargon and technical speak as your readers often don’t understand it and will click away
  • Use a photo, illustration or diagram to display ideas and complement the text
  1. Think about the reader’s problem – and how you solve it

What is it that you do? If you’re a fashion retailer, you don’t just sell clothing, you give people the confidence to step out in their new outfit and make people feel great. You need to show them how you do this! The reader comes to your site with an underlying problem and they’re looking for a solution. Think about what you need to tell them that will reinforce your ability to help them? Be sure to clearly demonstrate how you can easily solve their problem and why you’re the best choice.

You can use testimonials, product reviews and case studies to reinforce the results you’ve already achieved for existing clients.

  1. Fake it till you make it

If you’re not an authority on the topic you’re writing about, you can still demonstrate authority by quoting the opinion of a known authority or using statistics to back up your statements. This is a useful way to reinforce your statements while demonstrating that you’ve done your research… and it still makes you look authoritative.

  1. Check, Check, Chek … see what I did there?

Before you publish, always get a third person to read and check your web copy or article for any typographical errors, spelling mistakes or incorrect grammar. Ask them to give you their interpretation of what the copy is about – which is very valuable feedback. You may need to adjust one or two sentences based on this feedback. Don’t be embarrassed if your reader picks up a mistake – just own it, correct it and move on. Even the best of us can make mistakes – including me! 🙂

 

I hope these tips have helped you think about how you can engage your readers online. If you have any further tips on how to write to engage the reader, please feel free to let me know via email – info@ProfessionalWriter.com.au.  If you need any professional help with your website copy, check out my website copywriting services. Email me to discuss your requirements.

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I love to write copy dedicated to attracting and engaging your customers – and improving your bottom line. If you’d like to know more about writing to connect with your readers, sign up for my mailing list and you’ll receive regular doses of marketing inspiration in your mailbox. You’ll find the signup box at the base of my home page on www.ProfessionalWriter.com.au. 

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21 blog post ideas for small business

Are you looking for some blog post inspiration? Here’s a list of blog post ideas for small business owners who need some help getting started …

When I talk to small business owners about their website, many of them admit to having a blog which they rarely use. By posting regular articles on your blog, you can help establish your authority and build credibility with your clients. Incorporate the keywords you wish to rank for and you can also improve your Google ranking!

A blog post can help you provide information your clients can use, promote a new product or help clients learn more about your business. However, coming up with post ideas on a regular basis can be challenging. I hope the following tips will get you started on a list of potential posts for your business blog.

21 blog post ideas for small business

  1. How to …. (something related to your business or knowledge/experience)
  2. Handy tips and tricks
  3. Explode an industry myth or misconception
  4. Describe mistakes clients make and how they can be fixed
  5. Detail lessons you’ve learned in business
  6. Think about the questions your clients frequently ask – and answer them
  7. Show a case study of how you helped a client, with before and after photos
  8. Describe your ideal customer
  9. Write a post on how to choose a …. (product or service you sell)
  10. Discuss local community events
  11. Talk about what you learned at a recent training event or conference
  12. Review products
  13. Do a comparison between one product and another
  14. Interview a client and ask them to talk about your product or service – including a photo or video is very powerful
  15. Interview an industry expert
  16. Profile a staff member
  17. Share pictures or videos of your products being used
  18. Publish seasonal posts, e.g. Christmas cooking or Easter craft etc.
  19. Explain your company’s mission
  20. Discuss the latest industry trends
  21. Discuss local news and how it affects your industry

There are many more blog post ideas for small business – these are just the start. Please feel free to share your own ideas in the comments below.

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I love to 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 receive regular marketing updates in your mailbox that will help put your small business in the spotlight, sign up for our mailing list.