Content creation - look beyond the mirror


The wheels of business need content to keep them turning.

It can take several different forms: text, infographics, video, podcast, etc.

Designed to connect with your audience, it’s what drives leads and, sometimes, closes sales.

Or at least that’s what it should do.

All too often it’s overlooked leaving you scratching your head. How come it’s not working? Where did you go wrong?

The problem could be a number of things, but for this post, I’ll take a look at one: you were looking in the mirror.

Who is reading your content?

When you produce your marketing content in-house, you have a tendency to look only in the mirror.

That means you’re so wrapped up in your business you forget to ‘talk’ to your reader about stuff they want to hear about.

Your immediate thought when settling down to write your latest blog post, a page of web copy or newsletter is: Ok, what have we done recently that’s great?

Why do you think that?

Because you want to shout about your achievements and tell people how well your company is doing.

I get that.

The problem is that’s the last thing your readers want to know.

For them, only one thing is important, and that’s how you’re going to make their life easier.

That’s the difference between in-house produced content and outsourced content written by a professional copywriter.

In-house thought process:

  • What have we achieved recently?
  • Ooh, we got that award last month, they’ll love to hear about that
  • We’ve just launched that new product, let’s tell them how great that is

Professional copywriter’s thought process:

  • Who are your customers?
  • What’s important to them?
  • What benefits do they get from your new product?
  • What problems are they facing?
  • What information can we give them that will help them right now?

See the difference?

If you want your marketing to have a positive impact on your business (and ROI), you must make sure it’s written for your reader.

Concentrate on what they want to know. That means don’t describe your product in terms of its features and leave them guessing about how it will help them. Show them the benefits it offers and how it’s going to make their life easier by solving the problem they are facing.

Every word you write has to be focused on your reader.

So next time you sit down to write something in-house (if this post hasn’t persuaded you to try a professional writer) don’t look in the mirror. Put yourself in the shoes of your customer and write from their point of view.

Sally Ormond is an international copywriter who works with companies around the world, producing customer-focused content. Talk to her about your marketing needs for expert advice and content.