Three Reasons Why Your Content Sounds Like Charlie Brown’s Teacher And How To Fix It

Three Reasons Why Your Content Sounds Like Charlie Brown’s Teacher And How To Fix It

Lots of Noise How many words have you read today? Hundreds? Thousands? Chances are you’ve read scores of emails, text messages, Facebook posts and other forms of content. Some estimates indicate that we read up to 54,000 words each day and the typical social media user sees 285 pieces of content per day. There’s no lack of content and noise for us to wade through daily! The majority of people won’t stay on your website for more than 15 seconds. How long do most people stay on your website? The majority won’t stay for longer than 15 seconds. This means you don’t have long to connect with your prospects. Given the amount of content – text, images, videos, audio – we’re exposed to daily and our short attention spans, content needs to be spot on. It needs to quickly and clearly say something meaningful. Is your content spot on? Or does it sound more like Charlie Brown’s school teacher? Charlie Brown’s teacher would talk and talk, but all the kids heard was “wah waaah wah waaah wah.” What do your prospects and customers “hear” when they encounter your content? Does it resonate or is it just more noise? Good Content Good content communicates clear thoughts, evokes emotion, and moves people to action. It informs, educates, and sometimes entertains. Clear content is essential for business owners and marketers. After all, the words on our website, brochure or LinkedIn profile might be the first point of influence we have with a prospect. If your content is clear and meaningful, they may stay longer than 15 seconds; otherwise, they move on to...
Why “Why” Matters to Your Customers and to Your Marketing

Why “Why” Matters to Your Customers and to Your Marketing

If you have kids, you’ve heard the question “Why?” a thousand times. It’s a powerful question, and when wielded by a four year old, can drive intelligent adults to their knees compelling them to resort to the time tested parent answer: “because I said so”. The reality is that our customers ask us that same question every day. Why? Why should I do business with you? Why does what you do matter? If we can answer these questions convincingly then we have a good shot at creating loyal customers, assuming our “Why” matters to them. If your “Why” is simply to make money, you won’t create loyal customers. You’re customers aren’t excited about you making money. The real “Why” is the reason you are in business beyond making a profit. It dives into beliefs, values, etc. It’s bigger picture. And it matters. The problem business leaders face is that they’ve done a good job answering other questions, primarily “What?” and “How?”. These questions are more about products, services, processes, differentiation, promotion, and incentives. They can create action but not necessarily loyalty. We need clear answers to these questions but we need to look at “Why” as the starting point. Not too long ago I noticed a company that has a clear “Why” – Nature’s Bakery. I bought a box of their fig bars for my kids (although I eat as many of the bars as my kids). The ingredients are good – no artificial junk, ancient grains, etc. That’s the what/how part of things. Then I noticed a few sentences on the back of the package that answered the Why:...
4 Questions and Actions To Get Your Marketing Unstuck

4 Questions and Actions To Get Your Marketing Unstuck

Once upon a time marketing was pretty straight forward. You had a few options to choose from: yellow pages, direct mail, print, trade shows, perhaps radio or television, and maybe a few other options. That has changed drastically today – the number of channels and tools are mind numbing. Here are just a few of the additional options available: All the traditional channels mentioned above Websites (which need to be responsive for mobile devices) Online advertising (PPC ads, banner ads -including retargeting, social media ads, etc.) Email marketing Social media (Facebook, Twitter, LinkedIn (of course), Pinterest, Instagram,Vine, Meerkat, etc.) Video (YouTube, Vimeo) Blogging (including platforms like WordPress, Medium, and Tumblr) Marketing automation (Infusionsoft, HubSpot, Marketo) Analytics Online reviews Location and proximity based services Mobile marketing And on and on… Marketing is becoming more fragmented and more complex and is more dependent on technology than ever before. And technology is also changing the way that people (i.e., customers and prospects) are buying, researching, and communicating with other. This means that our marketing has to change along with our customers. In his book What’s the Future of Business, Brian Solis points out the change in how people are influenced in the buying process: “In an increasingly social and mobile world, the ability to influence decisions reaches beyond search, in-store, and traditional media. While traditional media’s influence is trending downward, not surprisingly, mobile and social are trending upward.” Within mobile and social there are multitudes of options for you to consider. There’s a good chance that you feel overwhelmed by all the choices, and rightfully so. Here are four questions to help...