If I asked you how your business stands out from your competitors, you’ll probably tell me about the things that are easy to explain, the tangible things. You might say that you have the newest, most modern equipment, or technology, or that your location is the best, your coffee’s the best, that your products really help people etc. And you’re probably right, and while these features are no doubt important, they’re not the only reason people do business with you.
There are a whole heap of other reasons that people choose you over your competition that have nothing to do with the ‘what’ of your business and everything to do with the ‘why’. These are the emotions that really drive customer’s decisions and keep them coming back. Reasons like trust and the way they feel when they experience what you sell.
It’s the same with the content you produce. Building relationships & earning trust are two of the main outcomes of producing great content. That’s because it’s a way for people to get a ‘feel’ for what it’s like to do business with you before they actually make that decision (and indeed content is often used to make that decision), and to continue to nurture those relationships for the long term.
Content builds relationships. Relationships are built on trust. Trust drives revenue.
People aren't going to do business with you if they don't trust you, right? But how can you earn their trust before they buy from you? It's not enough just to be seen, you really have to find ways of expressing what it means to do business with you *before* they make that decision. This is one of the main reasons we produce content for our businesses.
So with that in mind, you can see how important it is to appeal to your audience’s emotions when you’re making your content. Just listing off the features of your product or service isn’t going to cut it for long. To stand out and build relationships based on trust, you have to produce content that people love. Invoke the emotions you want people to feel when they do business with you. Things like excitement, comfort, trust, inspired, warm, cool, fun, happy, accepted, wealthy, clever, smart, capable, hero-like, generous, cultured … whatever’s unique to your business and your customers. Think of ways to express those feelings, not highlight more ‘stuff’.
Great content is subjective - not everyone is going to agree on whether the same piece of content is great or not, and not everyone will feel the same emotions when they experience it either, that’s fine. The important thing is that your audience thinks it’s great for their own reasons, and they come to see you as giving them ‘that’ feeling. That is, they begin to feel familiar in associating that feeling with your brand.
Producing content that people love is an amazing opportunity to stand out and grow your business through the rewards that come from trust. Think about this when you’re checking ‘content’ off your task list and take a bit of time to think about how you want your customers and potential customers to feel because of it. Remember that trust drives revenue and emotions are key to earning it.
I hope YOU loved THIS piece of content and that it gave you some inspiration maybe about how to approach your content a bit differently. And hey, as always, if you need a hand getting your head around content, or coming up with a strategy and schedule, send me an email (firstname.lastname@example.org), or fill out the form on the work page and I’ll contact you, or connect with me on social - just click your button of choice.
Thanks for reading and have a great day,