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.

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

Educate your customers and inspire them to buy from you

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

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

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

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

Who are your ideal clients?

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

What’s their problem?

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

What are you really good at?

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

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

Do you educate your customers?

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

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

How can you help your customers?

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

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

Prove it!

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

Showcase your products and services

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

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

 

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.

 

Business review, how to stay on track in business, update your business plan, review your business, Professional Writer

Is it time for a Business Review?

Your Business Review is due

What’s in focus for your business over the next 6 months? Not sure? It’s time for a business review.

Yes, we’re almost halfway through 2017! I don’t know where the first six months of this year disappeared to, but July is almost upon us.

Why undertake a Business Review?

With this in mind, I’ve recently undertaken a business review of The Professional Writer. In order to move forward effectively and strive to improve, I believe it’s important to first reflect on the year so far. This includes going over the incredible highs and a few lows of the past 6 months so I can focus on capitalising on what’s really working and come up with a strategy to address a few of the challenges I’m experiencing (we all have them, don’t we?!).

Reviewing your business performance stops you from becoming complacent or just muddling along hoping everything will be okay… yes, most of us have been there too. Sure, I review my figures and outcomes on a monthly basis, but a six monthly business review provides me with more information and a bigger picture perspective of where the business is headed.

A Business Review can set you up for success

Success in life, and in business, isn’t just about having the right skill set or certain qualifications, it’s about having the resilience to bounce back when things don’t work out as planned. A business review provides the opportunity to take a good look at what went wrong and either view it as a defeat or see it as a chance to improve.

Action is key

Business success is also based on taking action. All the planning in the world will be ineffective if no action is taken. Don’t wait for everything to be perfect, as this can result in long delays. By taking imperfect action, you’re setting the wheels in motion. You can always change direction later if what you’ve done isn’t working.

Setting your intention

What is your intention for your business in the next 6 months? What do you want to achieve? As part of my business review and business plan, I’ll be confirming my intentions by setting a number of distinct goals for myself and my business, as well as targets for my budget and statistics. If I don’t do this, I know I’ll just be muddling along, working hard in my business and suddenly, it will be December and I won’t have achieved everything I could have.

Doing a business review has the capacity to reinforce your confidence, help determine your direction while working towards achieving important outcomes –  and set you up for success.

How’s your business travelling so far this year? Is it time for you to do a business review too?

The Professional Writer - Lyndall Guinery-Smith

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.

 

 

enter business awards, why you should enter business awards, help with business award application, professional writer, business award nomination writer

7 Awesome Reasons to Enter Business Awards

If you’ve been in business for at least a year or more, and you’ve experienced growth and success during that time, there are a few good reasons why you should enter business awards…

1. An opportunity to audit your business

The application process itself can be a wonderful opportunity for carrying out a critical analysis of your business. By carrying out the information gathering and evaluation required to complete the application, you may well highlight some areas you excel in or may need to work on.

2. Share your story

As part of the process to enter business awards, you’ll need to tell the story of how your started the business, the essence/soul of your business, the products or services you offer, the market/s you cater to, and your “Why”. Your story should be one which others can relate to and which draws the interest and attention of the judges AND your target customers. The awards provide a platform where you can share this story, so you need to make it as compelling as possible while sticking to the truth.

3. Boost your profile

If you’re looking to raise your profile within your industry, your local community, nationally or possibly internationally, entering a business award is a great way to achieve this. Those businesses who become winners will receive the greatest recognition and subsequent promotion, but the only way to reach that point is to enter! Even if you don’t win, you can leverage the benefit of being able to call yourself a nominee, a finalist or “short-listed for..” in your marketing.

4. Increase your credibility

It’s well known that customers buy from people they know, like and trust. If you want to increase the number of people who know, like and trust you, the awards are a great vehicle, as they show that a third party (the judges) have scrutinised your business and deemed it to be credible and successful.

5. Expand your opportunities

Those who enter business awards have a greater chance of increasing the opportunities available to them. These may include new business, mentoring or forming mastermind groups among contestants. By networking at award events, you may meet other like-minded individuals with whom you can form a strategic alliance or potential customers, suppliers and distributors for your business.

6. Benchmark your business

When you enter business awards, you have the opportunity to benchmark your business against others in your industry, providing valuable information to assist with future direction and potential growth strategies.

7. You can WIN great prizes

There are often fabulous prizes on offer when you enter business awards. These can vary from cash to grants, business services, hampers, wine, other quality products and sometimes even a holiday. Who wouldn’t want to win a holiday?!

Wondering which awards to enter?

There are quite a few awards to choose from. Choosing which one to enter may depend on your industry, and the products or services you offer. Here’s a sample of some national awards which are available to Australian businesses:

Australian Achiever Awards

Anthill Awards

Australian Customer Service Awards

The Australian Small Business Awards

Australian Business Awards

Family Business Australia Awards

Local Business Awards

MyBusiness Awards

Small Business Champion Awards

Smart Company Awards

SME Awards

Telstra Business Awards

Telstra Business Women’s Awards

What about local awards?

Of course, there’s also a range of regional awards run by associations. These include the NSW Business Chamber or your local Chamber of Commerce or your local Business Enterprise Centre.

I hope this information has prompted you to think about how you can enter your organisation in business awards.

Should you require any assistance with answering questions in the application, or writing about your business to portray it in its best light, feel free to drop me a line.

 

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.

Networking, How to grow your business through networking, networking for success, networking to win, professional writer, Lyndall Guinery-Smith

Networking tips to help grow your business

Building a strong network has proven a successful tool in growing my business. I’ve found networking to be much more effective than any advertising I’ve done, and have secured many lucrative contracts through people I’ve met at networking events.

Australia’s networking queen, Robyn Henderson of Networking to Win says, “Not only is networking an essential life skill, it’s also the most basic business tool in today’s competitive market. Networking will account for more than 87% of all business in the marketplace.”

If you need a printer, a designer, a mechanic or new hairdresser, do you think about people you know first? I know I do! I will resort to using Google or a local search only if I don’t already know someone who can do the job. So, who do you know?

I know a lot of people shy away from networking, perhaps because they themselves are shy. However, it’s important to remember that everyone is there for the same reason – to expand their network, learn and help each other, and grow their business.

Paying money to go along and eat a meal while you listen to a guest speaker is NOT effective networking! Meeting and connecting with other people is what it’s all about – so be sure to tap into your communication skills to make those connections.

Following are 9 tips for those starting out in networking:

  1. Decide why you’re networking

Are you attending to grow your network –

Would you like to meet influencers in your industry?

Do you want to get to know other business owners in your geographic area?

Are you there to learn more about business from the guest speaker?

  1. Choose the right networking event to go to

Do some research and work out which event your target audience attends, or which is most beneficial to those in your industry.

  1. Arrive early

In my experience, I’ve mingled and had the most interesting conversations at the beginning of networking events, before everyone sits down. There’s not much point in rushing in late and being flustered, so take the time to plan your day and arrange to be there early – or at least on time.

  1. Go with a positive attitude

It’s important to embrace a positive attitude towards attending the event. It’s much better to smile and be ready to meet new people than to go with the attitude that it’s simply a waste of time.

  1. Don’t be too eager

Hold off on handing out your business cards until you’ve at least had a conversation those you meet. Try asking a question about the other person’s business and listen to their answer before you launch into your own spiel. Showing interest in others can offer win their favour.

  1. Be sincere and authentic

While we all want to make a good impression, it’s important to take an interest in others, not just try to see what you can get for yourself.  People can tell when you’re being sincere – and when you’re not, so relax and be yourself. Use your best communication skills, and if you ask a question, take the time to listen to their answer with interest.

  1. Gather business cards from the people you meet

After you’ve met and chatted for a while, do ask people for their card, then offer yours in return. Make sure you take enough business cards or promotional materials to hand out so people will remember you and know how to contact you.

  1. Don’t overstep the mark

If someone gives you their business card, this does NOT give you permission to add them to your mailing list. You could send a follow up email with an invitation for them to subscribe, then it’s up to them whether they wish to opt in or not. If you add people to your mailing list without their permission, it is spamming – and certainly not a great way to win their business.

  1. Follow up

After the event, it’s important to follow up. A simple email in the days following the event (within 48 hours is ideal), allows you to touch base with those you’ve met in a non-threatening way.  So few people actually do this, so it does leave an impression and lets your new contacts know you’re interested in them. You could also offer to connect on LinkedIn or follow them on other social media.

Bonus tip:

Show up regularly! Networking is much more effective when you attend events regularly and get to know the other people who go along. Once you’ve established a relationship with other people in the group, it’s much easier for them to trust you with their business.

Whether you’re a B2B or B2C business, you may well find that networking can expand your horizons, increase your contacts and bring in more business.

 

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 connect with your ideal client, small business marketing, marketing, professional writer, Professional writer, small business marketing, Lyndall Guinery-Smith

11 ways to connect with your ideal client

If you’ve taken the time to identify your target market, you’ll want your marketing message to truly connect with your ideal client.  Whether you’re writing website copy, a blog post, article or advertisement, you must write with your reader in mind if you want to make a connection with them.

Here are some tips to help you make that connection and win more business:

  1. It’s all about relationships

Where would your business be without clients or customers? Things would be pretty quiet and you’d soon be closing the doors – that’s for sure. So, the ability to connect with your ideal client, then establish and maintain great relationships with them must be a priority – and it should be your end goal. This means being friendly and approachable right from the very beginning.

If you start out with a view to building relationships, you’re more likely to be successful. You know what they say – start with the end in mind.

 

  1. Know who your ideal clients are

Firstly, you need to get to know as much as possible about your ideal clients. Whether you have an established business or you’re just starting out, having a clear definition of your target market is essential. You can profile your market by preparing Ideal Client Profiles (ICPs) or Client Avatars. These profiles provide a precise understanding of who you’re targeting and may contain information such as your ideal client’s age group, sex, marital status, income bracket, where they live, eat, work and play, their hobbies and any other relevant information.

Talk to your current customers, ask them about their lives and what brought them into your business (instead of your competition). You can use this information to draw others in. If you’re just starting out, speak with people who are in your target market to find out more about their needs and wants. This information will provide vital clues in helping you to connect with your ideal client.

 

  1. Understand what your ideal client wants

Find out – What keeps them awake at night? What problem can you solve for them? What do they really want from you?

Don’t assume… Ask them. You may be surprised at the answers.

Use the information you gather to direct your marketing copy square at their concerns. By doing this, you will make them feel as though you are speaking directly to them and this definitely helps you to connect with your ideal client.

 

  1. Tell your story, but make it about the client too

About Us pages and Company Profiles can sometimes be dull and boring for your readers. While it’s important to provide some background details about the business, you need to find a way to weave in stories about how you help customers and the outcomes you’ve achieved on their behalf. They want to know about you, but they also want to know what you can do for them before they will commit to buying from you. Remember the old W.I.I.F.M…. What’s in it for me?

 

  1. Connect with your ideal client by being relevant and authentic

What kinds of questions do your customers regularly ask you? What’s important to them? What’s relevant to them? You may want to consider these issues before you start writing.

It’s also important to be true to your brand. Some small businesses try to replicate the style of another brand and that can sometimes come off as being inauthentic. Be careful copying…It’s rarely a good look! Spend some time working out the personality of your business, consider who you’re targeting and address the needs of your audience.

 

  1. Know how and where your customers consume content

Where do you customers find their information? Do they still read the newspaper in print? Do they read their information online? If so, where do they find information online? There’s no point in running expensive ads in a place where your target audience won’t see them.

 

  1. Use language your ideal clients can relate to

Again, think about your readers. Who are they? What’s their level of education?  Think about their expectations of your business and whether you wish to portray yourself as a polished professional organisation or a family-run, friendly and approachable local business.  The language used in your writing will be quite different in either situation.

 

  1. Offer assistance

A great way to connect with your ideal clients is to be generous in your offer to help them. Sure, there will be occasions where you help someone and get nothing out of it, but you’ll come out of it smelling like roses. Who knows, you might even get their business in the future.

Remember, people want to know, like and trust you before they will do business with you, and helping them out in a small way is often a great method of establishing a relationship quickly.

 

  1. Welcome your new clients

Thank your new clients for entrusting you with their business and be sure to make them feel welcome. It really depends on what your business is, but some companies have a “Welcome Pack” with information and/or samples for new customers to try. Think outside the box and see what you can come up with.

 

  1. Add value

Try to do that little bit extra – it will make you stand out from your competitors. As Dr. Wayne Dyer said, “It’s never crowded along the extra mile!” Deliver on your deadline a day or two early, provide a little something extra with their order or provide a discount on next order.

 

  1. Deliver on your promises and provide a great customer experience

It doesn’t matter what you say in your marketing, once you’ve secured the client, you actually have to deliver the experience you promised them. If you can’t deliver, then don’t make the promises up front!

Testimonials and endorsements from happy clients who’ve experienced your amazing product or service are a great way to demonstrate that you will deliver on your promises. Remember to ask your clients to review your products and provide testimonials about your awesome service. Most people are happy to have their say. If you’ve provided a great experience, you should get some wonderful feedback. There will always be someone who doesn’t like something you’ve done, but it’s how you react that matters. If the comment is on social media, it’s important to reply in a civil manner and offer to remedy the situation publicly.

 

I hope these tips help you to truly connect with your ideal client.

 

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.

Ideal Client Profile, Create an ideal customer profile, client avatars, small business marketing tips, professional writer, small business marketing, Lyndall Guinery-Smith

How to create an Ideal Client Profile

Is your marketing attracting loads of new clients into your business? Would you like to get more engagement from your customers? An Ideal Client Profile may be the answer!

Do you actually know who your target market is? If you said “everyone”, you ‘re probably wasting valuable time and money. Instead of trying to market to everyone with generic messages, you’re more likely to see results if you narrow your focus and target specific clients – your most profitable clients! You can do this by addressing their pain points.

Your marketing message needs to resonate with your audience, as if you are speaking directly to the individual, which motivates them to buy from you. You want the reader to say, “Yes, that’s me… I need your help!”

By profiling your ideal clients, you will ensure you are communicating value to them, so their purchasing decision becomes less about cost and more about how you can help solve their problem.  This makes them a hot prospect, who is often ready to buy as soon as they make contact with you.

Think about who you are talking to with your marketing messages. This can be done by creating Ideal Client Profiles (ICPs) or Avatars.

An ICP is the collation of detailed information about your clients/customers, such as their wants, needs and habits.

Why create an Ideal Client Profile?

Let’s say I have a professional home cleaning business. Is everyone my ideal client? No, they’re not. Maybe we could say that all working Mums are our target market, but you can narrow it down further, as not all working Mums would want or need a cleaner on a regular basis.

If you have an existing business, base your Ideal Client Profile on one of your most profitable REAL customers, rather than a fictional character. This is important, as only real people can respond to your marketing and provide you with feedback so you know you’re on the right track.

My ideal client is Jane:

  • Married mother of 3 children
  • Works as an office manager for a professional services firm
  • Lives in a suburb my business services
  • Combined household income of $120,000 per annum
  • On weekends, the family enjoy a busy social life and children’s sport activities
  • She is a conscientious Mum who wants the best for her family
  • Jane doesn’t enjoy cleaning the house

This quick outline of my ICP shows that my ideal client is a busy working Mum who has the desired level of income and the motivation to hire my firm to do her cleaning.

You may have more than one type of ideal client, particularly if you have more than one product or service, so an number of ICPs may be required.

You can just start with a basic profile, and it can be revised and updated on an ongoing basis.

How to gather the information for your Ideal Client Profile

Some business owners put off preparing ICPs because they’re unsure where to find the right information.

For established businesses, it’s simple – ASK your customers! Talk to the, offer them an incentive to take a short survey or get them engaged with questions on social media.

If you’re launching a new business, you really need to know who your target market is up front. You could think of a friend or a number of people who epitomise the type of clients you want to work with. You can then create an imaginary person from a combination of these traits.

What to ask

There’s some basic demographics every business will need to know, then there are hundreds of behavioural variables which can come into play, depending on the market you’re targeting.

Some of the basic demographics are:
  • Age group
  • Gender
  • Occupation
  • Income bracket
  • Marital status
  • Number of children or no children
  • Life stage they are currently in
  • Academic background
  • Location
  • Holiday locations
  • Social activities
  • Sports and hobbies
  • Pet ownership status
  • What do they read? Where do they read it – online or print?
  • Which social media channels do they favour?
  • Wants and needs
  • Likes and dislikes
  • Short and long term goals
  • Motivations
  • Challenges
  • What keeps them awake at night?
If you’re an established business, it’s also important to find out:
  • How did they become your client? Referral, advertising, etc.?
  • What they bought from you
  • How often they purchase your product/s or service
  • Why do they buy from you?
  • What do they expect from your product/s or service?
  • What do they like or dislike about your product/s or service?
  • How do they use your product/s?
  • What is your point of difference in their eyes?
  • What is the basis of their purchasing decision?

Some people add a stock photo to their client profiles, so they can literally “picture” the person they are targeting in their marketing. If you’re a new business, you may need to use a stock photo, or a photo of a friend who fits your ideal client profile, until you’ve built a client base and you have a real client you can use to model your marketing on.

By taking the time to create an ICP, or a number of ICPs in this way, you’ll find you have a much more specific definition of your ideal customer. This will help you target them more effectively and gain greater return on your marketing investment.

Engaging your ideal client with your marketing

If you want your marketing to engage your ideal client, it’s vital to consider the information gathered in your Ideal Client Profile. Think about where your ideal client finds information – is it online or offline? Which publications (if any) do they read regularly? What are they searching for? What are their motivations? All these questions (and more) will determine whether your marketing message is successful.

Write as though you are speaking directly to that one particular person you’ve profiled in your ICP. By doing this, you’re aiming to form a personal connection with the prospective client and “warm them up” to buy from you.

When writing your marketing copy, it’s important to address:

  • Their pain points – what keeps them awake at night?
  • What issues do they need to overcome? Why do they need your product or service?
  • Tell them how your product or service can help solve their problem
  • Provide a clear call to action – tell them what you want them to do next

 

I hope the above tips on writing an Ideal Client Profile have been informative. The tips have been designed to help you to improve your marketing and bring more clients and customers into your business.

 

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.

win your customer's trust, win trust, win clients, client attraction, website content, professional writer

How to win your customer’s trust

So, you want to know how to get customers to trust you and your business? Here are the details …

As you probably already know, people buy from businesses they know, like and trust. Once they get to know and like your business, you’ll need to understand how to win your customer’s trust. It’s often a step-by-step process, and it can take time to build trust. Of course, the level of trust required by customers sometimes depends on the value of the purchase. For a small purchase at a low price, the required level of trust is low, whereas it’s usually high when it comes to more expensive items such as furniture, cars, travel and houses.

Your website is most often the first point of contact for prospective customers and a valuable resource in building your “know, like and trust factor”.

This is the third article in a three-part series which will help you boost your “Know, like and trust factor”. Click on the following links to read about how to get customers to know and like you.

9 ways to win your customer’s trust through your website…

 1. Address Your Audience

Know who is reading your information and write with your audience in mind.  Think about their level of understanding of your products and services, and clearly explain what they need to know to make a purchasing decision.

2.  Be Clear

Make sure the information on your website is easy to navigate and clearly written. Use everyday language rather than jargon.

3.  Show Customers How You Help Them

If a prospective customer lands on your site, they’re most likely looking for information about your company or your products and services. They have a problem and you need to clearly demonstrate how you’re going to solve it for them.

4.  Have a page for FAQs

Answer every frequently asked question so that your buyers have all the information they need to make an informed buying decision. If you really want to win your customer’s trust, you need to make sure all the information they need is readily available.

5.  Be Authentic

Be yourself, stick to your brand message – don’t try to be something you’re not. Your prospective customers will quickly lose interest if they feel you’re not being authentic.

It’s also important to humanise your content, making it simple and easy for readers. Don’t be too formal and staid. Remember to keep your audience in mind.

6.  Be Generous

Where appropriate, give something away for free. This may be a free trial, a sample of your product or an information product which shares valuable information and educates them about your products or shares industry information.

Industry experts often advise us to “give away some of our best stuff” in order to build trust.

7.  Be Consistent

If you make a promise, keep it. Do you have an email newsletter or a blog? This applies to your schedule for sending out newsletters or posting blog articles. If you say you’re going to post daily, post daily, or if it’s weekly, fortnightly or monthly, ensure you follow through on this. While it might seem minor to you, the recipient can feel let down if you don’t deliver what you say you will.

Consistency is also important when it comes to the quality of your posts.

Updating your blog and social media can be time-consuming, so it sometimes falls through the cracks. Try not to let this happen. If a prospective customer goes to your Facebook page, will they find any recent posts?  If you’re busy, you can schedule your posts to appear daily or as often as you like.

8.  Leverage Social Proof

Ask for testimonials from your clients and display them on your website – tap into the power of third party endorsements.

Provide case studies showing the process and outcomes your product or service provides. Before and after photos can have a big impact.

9.  Make it easy to contact you

Make it clear how you can be contacted, whether it’s by phone, email or an online enquiry form. If you want prospects to phone you, be sure to include your phone number in big bold letters or have a separate button in the sidebar which clearly shows your phone number.

If you have an online enquiry form, ensure your system is set up to receive an email immediately and make sure that email address is monitored. On the form, you need to inform prospects of the period in which they can expect a reply, for example, within 24 hours, 48 hours or whatever is appropriate. Follow through and ensure they receive a reply within that time or you may break their trust before you even establish a relationship with them.

These tips have outlined how to win your customer’s trust through your website content. If you’d like assistance with writing website content for your specific audience, please feel free to contact me to arrange a chat.

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.

 

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.