But before you create your next blog post, infographic, podcast, online video, social media post or content marketing campaign there are a few things you should keep in mind.
The ‘Crazy’ Content Dilemma
I have read some seriously awful and ridiculous content lately. The reason it’s crazy is because the writer is spouting off opinions prefaced with the excuse that it all comes down to their “beliefs”.
I’m all for expressing values and beliefs. I know we can’t all be in the same camp. That’s part of what makes brands unique and brilliant for our ideal clients and customers.
However, I seriously wonder about self-proclaimed experts, gurus and business (or life) coaches who make it their business to grow and develop others and spend 99% of their time telling the world you can only be successful if you do things a certain way.
Success Isn’t One Size Fits All
Am I insane? I’ve always thought the purpose of being a business or life coach, for example, is not to make little cookie-cutter minions of yourself, but to actually help people realize their unique talents and skills so they can build their own dream?
Content Marketing Copy Tip: Use the word “or” when you’re describing people’s dreams and desires. Some people may want to sail around the world on a luxury Yacht. Others might want to pay off their mortgage or spend more time with their family and friends.
Encourage your target audience to recognize and talk about their individual dreams openly without judgment.
Does Your Copy Cover ‘Gray Areas’?
Things are not always black and white in this world – there are gray areas. Sometimes people need a swift kick in the butt to get moving. Other times they need empathy, hand holding and a lot of nurturing. I’ve found that most people respond well to equal measures of both.
But the point is this: a blanket statement that suggests “you must operate your business in this way or you’re an absolute failure” is actually a very damaging, self-serving point of view (and it pisses me off).
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