The Business Benefit – Why

Choosing a single business reason for WHY you write each piece of content allows you to focus your writing and hit your goal. This builds a strong body of work & get ALL of your messages out, one piece at a time.

ENGAGE CUSTOMERS

Designed to get customers involved in your business (in some way other than buying), Engaging Content should not talk TO readers, but rather entice them to ACT. By getting them to DO something or TRY something or GO somewhere, they’ve subconsciously bought into your brand, even if they’re not a paying customer yet. So later when they DO need something, they’ll remember you and your business.

SALES & PROMOTIONS

The most obvious of the categories, this is what you think it is; Sales Content is directly aimed at getting customers to give you money in exchange for something you provide.

SHARE NEWS & INFO

Sharing news about your business or Information that your customers might find interesting that is NOT directly related to your products — can actually help you sell products! What do people search for online the most? Ways to solve their problems. When you share news & info, it shows up in searches and new potential customers can find you.

ESTABLISH EXPERTISE

While you might think you don’t need to be labeled as “an Expert” in your industry, think about who you are from your customer’s point of view. You’re the person they’re paying because YOU have something (product, service or knowledge) that THEY don’t. So talking about whatever you know about your product – becoming THEIR expert, if not THE expert in your field — will make them feel more comfortable giving you their hard-earned cash.

BRAND AWARENESS

Like Expertise, not all business Owners may THINK they need Brand Recognition, but… well, they do. Brand Awareness is nothing more than getting your name/logo/tagline out there so people are aware you exist. When customers are confronted with a choice between you and your competition, you want them to think fondly “oh, I just saw something from Sun Sailors.” Brand Awareness means you’re not letting the other guys have the last word (so they get the sale).

Just like with the WHO Goals, the ratios of WHY Goals can vary greatly from business to business. It really depends on your overall marketing strategy. Some businesses may be all about brand awareness, while others may be in business to only share information. Just follow your gut to find what makes the most sense for your business. (When in doubt, start by shooting for 20% in each category.)