Imagine you’re recruiting a new sales professional – somebody to go out and present your company and win sales. You have 2 candidates.
Candidate1 is able to present a coherent and persuasive message about your business. They can identify with your customers and quickly communicate the benefits of your services in a way your customers relate to. They are also skilled at guiding customers through the sales process and closing a deal.
Candidate 2 is a nice person but tends to speak in complicated sentences, without ever really getting to the point. They believe the value of information is measured in quantity rather than quality. They have the same approach no matter what they are selling and never really adapt this for different audiences.
Which Salesperson Would You Choose?
Hopefully candidate 1 would be the one you would go for – even if you had to pay a few thousand more in salary.
Now Think About Your Marketing Content
Is the content of your marketing (on-line or printed) more like candidate 1 or candidate 2? Are you using persuasive language? How easy is it for your customers to understand what you do, and why they need you to do it for them? Do you have a well planned marketing strategy with content that leads people naturally through an efficient process to a sale?
Marketing Content Matters
Content is the critical difference in marketing that works and marketing that uses up a lot of time and effort with no reward. Effective marketing uses well designed and well written content to work in the same way as the best candidate above.by