It’s an age-old dilemma among marketers: how do you get prospective clients to understand what you do, without giving away the secret recipe for how you do it? On one hand, you need to let people know the purpose of your business, and help them understand how your products or services can add value to their lives, but you also don’t want them to take the information you’ve shared and recreate your efforts, leaving you and your company entirely out of the picture! What to do?
Fortunately, we have some ideas on how to generate buzz and create appeal for what you’re selling without giving away the ingredients of your secret sauce. Here are some tips for how to share without oversharing!
Focus on Feelings
Rather than get too technical about the “how” of what you do, focus instead on the “why:” what are some of the main reasons a prospective clients will benefit from your product or service? Most importantly, how will using your service or product make them feel? For example, if you write blog content for websites, rather than give a blow-by-blow account of your writing process that someone else can take and duplicate, talk about the emotions you hope to evoke among your readers, and the actions you hope to inspire them to take because of what you’ve written. By channeling your content marketing efforts into describing the overall feeling of a service or product, you can avoid giving away too much about how you accomplish these results.
Less is More
When it comes to content marketing, you always want to leave your prospects wanting more! This means that you should parcel your expertise out in little nuggets, so as to build anticipation for what you are trying to sell. Giving it all away up front is not only going to hurt your business by allowing others to try to replicate what you’ve done, but will also lessen the impact of future content by making it seem like a reiteration of what you’ve already said.
Keep it Simple (But Not TOO Simple!)
One of the most delicate balancing acts you have to do as a content marketer is to make consumers understand the use and purpose of a product or service without making it come across as simple enough for anyone to do. You want people to understand that there is a certain amount of skill and expertise involved to yield the same results your company achieves, but not to be too turned off or confused by technical jargon to stop paying attention. This can be accomplished by using words like “expert,” “professional,” “knowledge” and “experience” in your content- this will drive home the point that there is a certain level of expertise in your craft while still keeping the content friendly and readable to the average consumer.
Contact a Content Marketing Expert Today
Speaking of experts, your SEO professional knows a thing or two about effective marketing through web content. It’s our job to make what you do sound amazing without leaking too much info about how you do it. Let us help you market your business without giving away any spoilers!