3 Words that Will Make You a Better Content Writer

Want to know a simple truth that’ll change the way you write for your business?

 

It comes in 3 small words that you can start using today.

Five years ago, I had a Eureka moment. Dipping my toes into the chilly but enticing waters of content writing, I was given sage advice that I keep close when I’m working with my clients.

Like most universal truths, it’s simple. My mentor Simon Hillier – a seasoned copywriter at the peak of his powers – enlightened me.

“Rachael”, he said, “it’s about how we Help, Help, Sell”.

Hmmm.

 

Three simple words: HELP > HELP > SELL.

 

I pondered this. The more consideration I gave it, the more I liked it. And five years later, I like it even more.

 

This simple content marketing truth goes hand in hand with my values.

 

I’m in this business because I want to HELP my clients. And then I want to show them how I can help them more. Chances are, you do too.

 

If you think about the vast majority of companies and organisations, we’re all in the business of helping.

 

Think of any industry:

Universities – are in the business of helping you learn, with a flexible, recognised course that serves your career better than any other.

Banks – are in the business of helping you get a loan or save money and administer it better than anyone else.

Doctors – are in the business of helping you sort out your health issue and get you well again with the best care.

Travel Agents – are in the business of taking care of all your bookings, finding you better deals in faraway places.

Content Writers – we’re in the business of helping you create great digital content that speaks to your audience, making it happen smoother and more effectively than anyone else.

And so you see, across industries, nations and small universes one thing holds true: we’re all here to help.

 

Make it clear to your customer that you’re here to HELP them.

 

When you reframe your thinking – showing your customers how you can help them – your content starts to have real pulling power. And then the selling takes place.

Start to show empathy, walk a mile in your customers’ shoes.

 

And show them HOW you’ll help.

 

Ask yourself:

• Why are people searching for my service or organisation?

• What questions are they asking search engines – aka question-engines?

• What do they need from me?

• How and when do they need it?

• How can I solve their problem more expertly and efficiently than others?

• Am I talking to them like feeling, thinking humans?

If you can articulate this to your customer straight up, you’re already light-years ahead of the company that arrogantly raves about itself. Frankly, people don’t care.

 

What your potential customers want to know is this:

 

How you can solve their problem quickly and expertly with no fuss?

If you satisfy this initial query, they may read on to look at your case studies, credentials and your values.

If you open with sales information that’s all about you, and with writing that’s generic, dull and inactive; you’ll lose them at hello.

 

Digital consumers are smart and jaded. The days of hard-selling are over.

 

I don’t like selling overtly. I can’t stand over – hyped sales copy with reams of bland technical jargon that’s all about a business or organisation – and not about helping their clients.

Content that smacks of sales, dodgy commissions, that over promises and under-delivers is ineffective with savvy digital shoppers.

We’re drowning in a blizzard of content. What makes your company different?

 

There’s a more elegant way to introduce yourself.

 

Since that Eureka moment, I like to focus on asking my clients the question of:

“How and why do you help your customers?”

I ask that question straight up.

Often, I ask it again. And again. Until my clients get where I’m coming from.

I ask this question until I can distil the essence of your business or organisation, and how you help your customers better than anyone else.

And that’s where great digital content marketing starts.

 

Next time you’re writing content, remember:

Help > Help > Sell, and you’re already light-years ahead of the pack.

 

Contact Wildspring and see how we can help you write more effective customer-focused content.