content = writing with purpose
Sounds simple at first, but behind that equal sign lies a lot of complexity.
At its core, marketing is the act of compelling a human to take action. And it seems simple, until you dive into the details. What action do you want them to take? Buy? Call? Go? Feel? And who are these humans you're talking to? How are you reaching them? What's compelling about the value you provide?
The best approach to crafting a message that works is to make sure that:
- it's relevant. Communicate what you want your audience to understand, what will compel them to act.
- it's strategic. Start with the business objective of the message. (Finish with it, too.)
- it's experiential. Convey how things look and sound, how food tastes, what the reader will feel.
- it's interesting. Never, ever bore your audience.
When we meet, don't be surprised if I ask a lot of questions. I'm naturally curious, but more important, I want to understand what motivates your customer so we can flip that switch from "do nothing" to "take action." For email and phone number, visit my "Contact" page.