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How content gets you found

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I’m doing some research for a new project – writing landing pages for a Pay Per Click web campaign – and I’ve been assessing my client’s competition.

The pages are for a legal practice, so it’s a very crowded market, yet one firm keep coming up top, again and again. And the thing that’s keeping them there is a very simple piece of valuable content.
This firm has created a straightforward and well written pdf document that answers all the ground level questions that I, (and I presume potential clients) will have on the subject. It’s not flashy, or particularly visual – nowhere near as comprehensive as an e-book – it simply lays out the key areas you need to understand.
Their expertise in the area isn’t explicitly referred to – but is implicit in the fact that they have created this ‘all you need to know’ document, and put their name to it.
For me, and potential clients at the information gathering stage of a project, resources like this are invaluable. We don’t want to ‘ring for a free appraisal’ – talking is something that comes a bit later, when you’ve orientated yourself in the area, and you know what you don’t know, and where you need help.
However their website would be the first I’d go to, if I wanted more information. And were I looking to pick up the phone to someone, they’d be top of my list, because they have already shown themselves to be understanding of my situation, authoritative, and ready to help.

Creating a valuable document to signpost people to your company

It’s not difficult to create this kind of valuable document, it just needs a clear understanding of your potential clients’ problems and a willingness to share your expertise. Here’s what you need to remember

1. Choose the right topic. What terms do people search for in your business? What are the most frequently asked questions from your newest clients? Build a document that addresses this, and get it up on your website as a simple download.
2. Don’t write the book. This law firm’s pdf worked because it answered the basic questions, and laid the ground rules. Going into too much detail would be a mistake here. Signposting documents aren’t the place to show off everything you know, rather they should answer clients first questions, and lead them to the next stage.
3. Think ‘quality’. Had this document been poorly written – stuffed with SEO filler words or simply not good to read – it would have had the opposite effect on me. Constantly being sent to a poor resource is irritating. If it’s going to surface again and again, make sure it stands up to all the attention.
4. Consider design. You don’t need to go overboard and invest in something too polished. Nor do you need images, it’s fine to produce something text only. However do think about typography –
a) pick a user friendly font.
b) consider judicious use of headlines to make your content easy to read on the web.
c) allow enough white space to give the words room to breathe.
d) break the text up into chunks. Potential clients are hungry for information, but they’ll still thank you for making it easy to digest.
e) Clear calls to action. This kind of document is the opposite of a hard sell sales piece, however you do want potential clients to know where you are once they’re ready to talk. Include some suggestions for further reading, and do include your contact details.

If you’d like my help putting together a valuable ‘signposting’ piece, call me on 07985 015300

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How to stand out from the crowd

How great content gets you referrals – six rules to follow

How to stand out from the crowd

How to stand out from the crowd

Let’s face it, you’re probably not the only one in your field. There are other designers, consultants, suppliers all doing the same as you, give or take an inch or two.

You can niche all you like, but there’ll always be somebody else, with a similar offer, ready to snatch potential clients away.

So how do you stand out? How do you frame your offer to get them to pick you and not them?

Here’s a quick guide to using words to make you stand out from the crowd.

1. Be the clearest. Chances are your business is mired with jargon. Be the one who strips that away and writes about how you help in a way that your clients really understand. It’s refreshing to find someone who tells it like it is – so be that person.
2. Be the most understanding. Always write from the clients viewpoint. Put their problems before your solutions. (But don’t use the word ‘solutions’. It’s on my banned list.)
3. Be the boldest. Copy that’s written with attitude is invigorating to read, so inject some va-va-voom into your words. Active verbs, no conjunctives, short and snappy.
4. Be the brightest. Brightest doesn’t mean complicated – it can mean seeing things from a different angle – making connections that can surprise and inspire. Write thoughtfully and your words will rise above the crowd saying the same old thing.
5. Be the smartest. Invest in good design so that your words look as good as they can. Good design shows you care.
6. Be the most useful. Fill your website with content that’s valuable to your potential clients, so they’ll turn to you first for help.
7. Be the most in demand. People want to work with the best, and the best are likely to be busiest. Use your website and social media to let the world know what you’re up to. Write about the nuts and bolts of what you’re doing – it shows you know your stuff. Walking the walk and not just talking the talk – that’s what get results.
8. Be everywhere. Blog it, tweet it, comment on forums, ask questions, answer queries – spread your words around to raise the chances of being found.

What have I missed? I’d love to know your tips for standing out from the rest. And if you need help with making your copy unmissable, call me on 07985 015300