How Should We Write To Our Customers?
9th June 2016

It seems pretty straightforward when we write. We think and we write. Simple, eh?

It’s easy to simply presume that marketing and advertising companies string random words together and jot these down on paper, which then magically leads to lots of attention-grabbing opportunities and success stories.

And voila, these then turn into hundreds, thousands or even millions of loyal customers shouting to their friends, family and neighbours about your brand.

But it’s not quite as simple as that. There is an art to this craft of telling people about your business.

Why Do We Write?

There are typically four purposes of writing…

  • To Inform

Most businesses have cottoned on to the fact that if they provide customers with something that is of true value to them, then they are likely to build an affinity with that brand, sign up for our email subscriptions and come back for more great nuggets of information.

As customers, we love to get something for nothing.

Although information is free, it serves a very real and important purpose. It enables us to showcase our knowledge, expertise and experience in our specific fields, as well as helping us to build trust and competence within our target customer base.

  • To Entertain

This is perhaps the hardest one for businesses to get their heads around, especially if they do not consider themselves particularly interesting or humorous. Solicitors, accountants and security companies may find this particularly challenging.

(These are not my thoughts by way, I genuinely find these areas fascinating, but for the purposes of this blog, I’m going with the perceived stereotype).

To entertain your audience, it comes down to two things:

  • How we write and speak to our audience
  • Where and what we write to speak to our audience

Now, let’s tackle the HOW first. This can be successfully achieved through a lighthearted and humorous style, tone and voice. We can easily make our customers chuckle with a clever play on words or amusing anecdote.

But for solicitors, accountants, security companies, and all those other professions that are considered slightly not-so-humorous that’s pretty hard to write and achieve.

Or at least, on the surface it is.

But this is where we can get creative. It’s tricky to tell a story using visual marketing such as social media channels Pinterest and Instagram. You may feel that your images are not particularly engaging.

So why not use the power of cartoons, storyboards and animation to communicate your messages to your customers. Focus on what and where you put out material to entertain your audiences.

  • To Advise

There are specific rules on this for various industries and so it’s important to review regulations, legal considerations and compliances before jotting these down.

Content that advises helps us make decisions. It acts as a virtual helping hand if you will.

By advising customers and helping them to achieve their goals and objectives, they start to trust and respect your advice. Over time, they will consider you to be a thought-leader in your industry, which in turn, creates strong brand loyalty and word-of-mouth through both digital and traditional methods.

  • To Persuade

And it is this last one that I see far too many businesses focusing their sole attention on.

They make statements like:

  • “Ooooh check us out, we’re awesome”.
  • “Buy our top of the range/ never-before-seen/unique product or service”.
  • “Come along today for our sale – you don’t want to miss out!”

The problem here though is that you’re missing the WHY. And WHY would anyone think you’re awesome, buy your product or service and come to your sale, without knowing what your brand is all about.

They need to like you. And let’s face it, none of us like the hard-sale approach. That one salesman that really turns us off from not only the purchase but the product, service and maybe even the company itself.

What to Write

So, when it comes to planning your website, social media, or campaign content, remember that there are four purposes to writing. Use them in equal measure to make sure you build a brand that informs, entertains, advises and persuades your audience.

And in fact, when you do write content to inform, entertain and advise then you indirectly persuade your prospective target customers  that you’re the brand for them. Become a thought-leader in your industry and you’ll harness business relationships that are likely to be built on loyalty, respect, which help you to secure a solid reputation. These are also the ones that are long-term and lead to strong word-of-mouth recommendations.

For More Information

If you’re looking for content writing for your online and offline marketing activities, then contact us today for a free consultation


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