Content Marketing and Copywriting are two highly effective tools used to offer value to your audience and improve your business’ engagement with your customers, all of which improves ROI.
However, most content defaults to the “what” or the “how”, when it really should be about the “why”. Here’s what you need to know about how to sharpen your copy to connect with your customers on a deeper level. 
What’s more effective to you as a reader in this scenario?
Which resonates most with you? Number 3, right? How come? Well, that’s because statement (1) was the “what”. Statement (2) was the “how” and finally, statement (3) is the “why”. Why is the “why” statement so effective? Because it offers you contextually relevant information highly targeted to you. The first two talk about the business itself, which is good up to a certain point, but it’s very shallow and limited. However, the third statement talks about how the business’ services relate to you and how they help you specifically. Another way to look at it is, the first two statements are the features, and the third is the benefit. You can read more about why benefits are more effective in my previous article, Why Does Content With Benefits Engage Your Audience More Than Features? 
How this ties in with your Content Marketing Strategy
Most businesses today understand the importance of Content Marketing and the power it has in engaging your audience and offering them real value. If the content is written by a professional copywriter who can help you produce well-targeted and top-quality content, then Content Marketing is an effective strategy that will bolster all of your business’ activities and achieve your overarching goals. However, it’s important to ensure that the predominant message being communicated revolves around WHY your products and services answer the specific needs of your customer. When you provide them with the purpose and how your offering will help improve their lives for the better, it’s a far more compelling reason for them to make a purchase; the ‘what’ and the ‘how’ become more supportive messages. Use the why to have more impact To achieve a deeper level of engagement with your customer, focus on the WHY, and support your message with the WHAT and the HOW. Don’t let your copy become dominated by what your business does and how it does it, as it’s only half of the story- you need to explain why your customer should care, and why they should make a purchase. In other words, less about you, and more about them them them! For example: “You need our brand because it helps you [insert the why here], by [put how here], because we [the what goes here]”. So, for a home cleaning service: “At ProCare Cleaning, we free up your time to focus on more important things, while we clean your house and leave it sparkling with our professional cleaning services.” For the Australian Bureau of Statistics: “Obtain useful insights to empower better future decisions with our vast Data and Information products from years of Sensis information.” This is not the only way to use these three elements, so get creative! But always come back to the relevance to your customer and why they need you.
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 chris@melottimedia.com.au. Or leave a comment, below. I can sharpen your words to achieve your goals, today! Christopher Melotti Melotti Media Copywriting and Marketing Solutions www.melottimedia.com.au Click here to view the Copywriting FAQ page for all you need to know |
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