My key to promoting my clients on their website or with their blogs is to provide outstanding content for their readers – their clients and prospective clients.
I’m convinced that content drives the Internet. Consumers are looking for information that solves their problem. They don’t want to read sales pitches. It is content that brings trust, credibility and authority and in the long run breaks down sales resistance. AT the same time it provides a way you can introduce the benefits of a particular product or service.
Individuals and businesses that are having the most success online use valuable content that is not attached to any sales agenda.
Good copywriting is the key to good content. It is copywriting that gets the reader to take a specific action whether it’s making a purchase or giving your email address to subscribe to a newsletter. Copywriting includes blog posts, white papers, sales pages, infomercials and direct mail.
If your content is not convincing your reader to take that action you were looking for it may be that your headlines are boring so people don’t have any reason to click through. Maybe your headlines are too cute and clever and not providing any benefit to the reader. It could also be that your content isn’t addressed specifically to the readers and doesn’t show how you can solve their problems.
One of the things I’ve learned in online marketing is to be generous. Readers expect information and if you want to build your readership as prospective clients you need to give them free information. Keep in mind the information shouldn’t be the same song that’s been playing for the last 2 months on everyone’s blog because there’s been a bunch of PLR (Private Level Rights) content sold at cheap prices.
Your free content should be original, based on your experience and what you know about your area of expertise. For instance, whether I’m working with an attorney or a house painter, I pull as much information as I can about their areas of expertise so I can write posts in their blogs about what specific paint to use in a Northern Clime or what’s important to a judge when it comes to child custody.
Most of my clients usually ask me, “If I tell the world everything I know then no one will want to hire me because they can find out everything for free.”
Wrong.
Each of your prospective clients have problems that pertain to them specifically and want you, as the expert, to focus on those problems. Besides, most of the time a particular action is required based on the advice, and to date, I’ve not seen one person take that step without working with an expert. As a matter of fact, they trust you because you are willing to help others with your free information.
More about writing for successful online marketing in my next post.
Ruthan
Ruthan Brodsky
Copywriter and Content Creator
Freelance Business Writer
Freelance Health Writer
