Quality Copywriting and Content Marketing.
These are the two most essential tools in business today.
Most organisations understand the role they play in engaging with their audiences on a far deeper level. They also generally understand the impact this has on achieving their goals.
However, the problem is the common knee-jerk resistance internally, which I like to call the Frequently Raised Objections (FRO).
Here are the top five FROs, and how to overcome them to help implement a better Copywriting and Content Marketing program for your business' success.
"Why Content Marketing? We like the way we've always done it!"
There's always an inertia to change when it comes to implementing a new way of Marketing to our customers. However, have you checked in with them lately? They're behaving differently to the way they always have.
Have you notice that they:
Sure! Paid advertising definitely has its place, but if your customers are behaving differently to the way they always have, it's probably time your business does too.
Content Marketing offers valuable information to your audience, at the right time and in forms that they actually want to spend their precious time consuming. If your business produces quality content written by a professional copywriter, you will create a far better relationship with them than regular advertising methods will ever achieve.
For more information, read my article: Why is Content Marketing Crucial For Businesses?
"We don't have anything interesting to share!"
That's definitely not true! I believe that every business and every organisation has tonnes of material that their customer will be interested in.
Your audience loves to be notified about important updates and interesting facts about you, so get a Copywriter to compile these into eBooks, blogs, social media posts, web pages, videos and pictures, and release them!
Try creating content around:
The moment that you start providing these kinds of pieces to your customer, the more real your business becomes to them. People today want a genuine connection with brands and so, sharing "behind the scenes" content can improve their feelings toward your business.
For more information, read my article What Copywriting Content Offers Your Current Customers, and Your Business.
"No one cares!"
See my answer above! It's just not true.
We all know that our customers are time poor and highly selective about where they spend their precious time, and yet they're all over our "Background" pages, reading about our company history and how we chose our brand names. They're ignoring our sales pitch and instead, turning to interviews about how our businesses have evolved over time.
Because people love to do research. The digital age has empowered them to look at several pieces of content before they make a purchase so that they're always fully informed to make the right decision.
They definitely care, and they're definitely looking! So don't let that gap be filled by a competitor.
I always say in my Copywriting and Content Classes that people find the story of J.K Rowling as fascinating as they did the whole set of the Harry Potter books. Why? Because it's a great story and people love stories.
So, give them a good story and they will come!
For more information, 7 Ways to Ensure Your Content Is Engaging, Relevant and Fresh.
"How come we can't sell in Content?"
Well, you can but it's different.
Advertising is about direct selling to push a product, however content marketing is about focusing on your audience to sell an idea.
You see, copywritten content is designed to engage current and potential customers, thereby building trust with the audience. Right now, they are shying away from the constant interruption that comes from paid, 'above the line' advertising, however the point of content creation is to start by offering them value and addressing their needs.
After this, you can present a good "Call To Action" that provides the reader with an option to find out more, or sign up, or contact your team. By doing it this way, you've earned their attention and they will choose to take up your offer rather than being forced to.
For more information, read Is your content disappointing your audience?
"We don't have the time or expertise available to create content!"
Well, you're in luck...
How Can Melotti Media Copywriting Help You With Your Content?
At Melotti Media, we understand that high quality copywriting is essential for business success, but it is easier said than done. You’re time poor and spread thin, and writing isn’t your expertise. So, focus on what really matters, while we take care of all of your copywriting and marketing needs!
If you need further clarification about content, or if you need a quality copywriter to get the results you need, contact me now at firstname.lastname@example.org. Or leave a comment, below.
I can sharpen your words to achieve your goals, today!
Melotti Media Copywriting and Marketing Solutions
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