Most brands 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.
1. “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 your customers. However, have you checked in with them lately?
They’re behaving differently to the way they always have.Have you notice that they:
- Can’t wait to click on the “SKIP AD” button on the YouTube Ads?
- Are downloading Ad-Blocker software?
- Are ignoring the paid Google search results?
- Are scrolling quickly past anything that says ‘sponsored ad’ in their feed?
- Are turning to streaming services rather than mainstream TV?
- Are paying for Ad-Free subscriptions?
There’s a recurring theme to this- they’re all becoming more resistant to direct advertising. In fact, we’re all doing it every day, however for some reason, as soon as we enter ‘work-mode’, we forget that we are customers ourselves and believe that our audiences are still receptive to most forms of paid advertising.
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?
2. “We don’t have anything interesting to share as content!”
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:
- “About Us”
- Your company’s history
- Awards and achievements
- Your team and their backgrounds
- Testimonials and case studies
- Team building events
- Volunteer work
- Charity events
- Your professional opinions about relevant market events
- Fun facts about a specific topic
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.
3. “No one cares about our content marketing!”
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.
4. “How come we can’t sell in Content?”
Well, you can but it just works differently.
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?
5. “We don’t have the time or expertise available to create content!”
You’re not alone.
These are the four most common challenges businesses face:
– Are you not sure what or how to write your content?
– Do you not really enjoy writing copy?
– Are you not earning results from your marketing?
– Is it hard finding the time to write your content?
How can Melotti Media help you with your content marketing?
To engage your customer and achieve ongoing business success today, you need a powerful message, quality copywriting and consistent content.
However, this is easier said than done.
Perhaps you’re time poor and spread thin, or writing may not be your expertise.
So, let us take care of your message marketing, copywriting and content marketing needs!
For more information or to speak to a quality marketing copywriter to get the results your business deserves, contact me now at email@example.com.
Our Message Marketing services can sharpen your words into achieve your goals, today.Christopher Melotti
Melotti Media | Copywriting & Message Marketing Bureau