We’ve all been to a business networking event, or even a social event and found ourselves speaking to someone that always talks about themselves, similarly we’ve all spoken with someone who always talks about you. Which person do you think is more persuasive, a better communicator and more likely do close more business and make great connections? You’re right if you said the later, the person that talks about you.
Nobody likes to hear somebody ramble on and on about themselves, and the same is true of content you create for your content marketing activities.
The key to creating great content is that you’re not actually focusing on yourself. Even though on the surface, you might be describing the features, details and specifications of your product or other services. But that’s only on the surface. What you are actually, doing is focusing on the reader and looking at your products and services thought their eyes, answering their questions and solving their problems. This is one of the main reasons why it’s create great content. You have to write about the reader while appearing as though you’re writing about yourself.
What’s In It For Me (WIIFM)
When you are creating content you have to do it from the audiences perspective of WIIFM, “What’s in it for me?” This is what your audience is thinking while they are reading or viewing your content. Every audience member, especially new ones are full of doubt and skepticism. They are never going to be impressed with you talking about you, they want to know what they are going to gain.
Strike at the Emotional Level
If you want to create really great content you also need to understand your audiences’ emotions and to talk to them at an emotional level. Everyone likes facts and data, but it can also be cold, and boring so aim to speak to your audiences’ feelings, desires, dreams and fears.
The content you create should not tell your audience that you are the best at what you do. Instead try to focus it so that it tells your audience that they’ll find relief from their biggest problem or attain their dreams only through the solution you offer. Yes, it’s about your offer, but it’s really about the reader’s problem or dreams.
Sell Benefits, Not Features
Whenever you want to point out the features of your offer, you should try always to relate each feature to how it makes a positive change, a benefit if you like, in your audience members’ life. Put your focus there on the benefit to the reader rather than on the actual features of your product or service and your content will resonate with your audience.
For example, a time management app allows the user to more quickly and effectively manage their time so they can do the things they really want to do.
Being open 24 hours is a feature; the benefit is that you can get what you need done any time you need it done.
A website building platform’s ease-of-use makes it convenient. But even more importantly, it helps the user not feel like they’re an idiot who can’t build a simple website.
Your audience is thinking “What’s in it for me?” The content you create should answer this question, telling them why your offer is the one unique solution that will satisfy them.