So you have something you want to talk about. Now, how do you get someone to read about it? And, even more importantly, how do you get someone to care?
There are a few key pre-writing questions that need to be answered, in order to supply some direction for your future thoughts.
- What is your goal with the piece – sell, educate, pat yourself on the back?
- When someone is done reading it, what do you want them to do – visit a website, buy a product, feel confident with your brand?
With that in mind, we’ve all heard the phrase, “put yourself in the other person’s shoes.” In writing, you can’t skip this – after all, you are not writing for you, you are writing for your reader.
- Who is reading your piece? And why are they reading it – what is their need?
- What background information is necessary for them to understand its relevance?
- Why should they trust/believe you?
- What complementary details are necessary or helpful?
Let’s consider this newsletter. Our goal is to help you with your marketing and to leave you feeling that we, indeed, are marketing experts. You are reading this because you want to improve your marketing outputs – ads, press releases, blogs, videos, brochure copy, etc. Topic relevancy comes from your recognition that you need readers to relate to your message and the background information is in the details posed in the questions above. In this case, trust comes from your successful implementation of these strategies, not from us telling you how many blogs, ads, or press releases we’ve written.
No matter what you’re writing for, running through these exercises before and after you’ve written will ensure a piece that better resonates with your audience. Keep your audience in mind and keep your eye on the value you are providing. Autumn Consulting combines marketing expertise with professional copy writing and unique web strategies. If you are looking for help to create strong marketing content, contact us today!