There’s a number of ways that you can approach a customer on your website and in your content marketing that directly affect the way people perceive your company, products and services.  Despite the fact that many companies have a number of ways to approach consumers, they typically fall into a pattern of selling.

When you write from a sales position, you’re pushing content on the visitor that is completely irrelevant to their current needs.  They are online looking for information relevant to a problem that they’re having.  Through searching for the information, they subconsciously seek for a relationship to be established.  One that will help them see the credibility in a company.

They are looking for content that is engaging, that speaks from a position of relevance.  They desire content that will pull them in not through force, but with permission - where it establishes itself as someone thing they need.  Through that content marketing, the visitor falls under conviction; decide whether or not they need it now and how the opportunity speaks to their unique position.

They want to know that there is value, and they want to know how they will be affected in the long-term by opting in for the product… and by not taking it at all.  Most importantly they want to know that it’s about them.

Unfortunately with many businesses, it’s now about the visitor.  Their content is all about the company, the products and the services.  It’s formulated to focus on transactions - broadcasting a slew of content that pushes interruption in the thoughts of the visitor in an effort to place itself in a position of importance.  Once there, it hammers on things like cost, commodity, utility.

Instead of focusing on the most important aspects that the visitor needs, businesses tend to write copy that does nothing but fire an onslaught at all the available holes in hopes of hitting it’s mark.  The value, if any, is short lived.

One style, the most important, is about the visitor.  The other style, most commonly used, is about you.  Are you offering what you sell (them) or are you selling what you offer (you)?

Look at your content marketing - where do you stand?

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