Every day, we’re bombarded with more online information than our brains can possibly absorb. It’s as if a truck backed up to our homes and businesses each morning and dumped a ton of junk mail at our feet.
If you want to get any work done, you simply have to ignore or trash about 95 percent of anything you receive, even if it’s a subscription to a blog or eNewsletter you really mean to read.
So how do you get others to pay attention to your marketing messages?
Not by yelling louder or more often.
Here are my guidelines for being heard by the people you want to reach:
1. Know your ideal client and what problems she’s trying to solve.
If you don’t know whom you’re trying to attract and how you can be of help, it’s time to stop and figure that out. Everything else flows from this fundamental knowledge.
2. Provide quality content that solves a problem, teaches a new skill or inspires.
If you can do all three, even better. People are busy and easily distracted. To get your ideal client to pause and read, you need to give her content that’s immediately useful. It can be as short as a few sentences or as long as a feature article. Just be sure it’s worth her time.
3. Write with clarity and precision.
Nothing undercuts your message more than rambling sentences and poor grammar. If you’re not sure of your writing and editorial skills, find a good copyeditor to review your work before publishing.
4. Be consistent.
Produce and distribute your messaging content, via a blog, eNewsletter or other form of social media, on a predictable schedule, so your readers know when to expect your quality content—and look forward to it.
5. Be truthful and trustworthy.
Building a good reputation for your work is contingent on being a good person to work with. Enough said.
There is, of course, much to master about messaging tactics—how to build a good email distribution list, how to write effective headlines that get noticed, how to integrate keywords into your content to maximize search optimization, and so on. But even if you’re brilliant in all of these skills, if what you have to share isn’t worth reading, you’re wasting your time and everyone else’s.
The best test of your content? If you weren’t the author, would you take the time in the middle of a busy day to read it? I hope your answer is yes, but if not, you know what you have to do.
Marketing consultant Evelyn Herwitz loves to help you tell a great story about your great work. She specializes in search-optimized web content that positions you as an approachable expert in your field and helps you grow your business. Contact Evelyn for a free half-hour consult for new clients.