{"id":8305,"date":"2023-07-16T08:56:58","date_gmt":"2023-07-16T08:56:58","guid":{"rendered":"https:\/\/imsfund.com\/?p=8305"},"modified":"2023-07-16T08:56:58","modified_gmt":"2023-07-16T08:56:58","slug":"keys-to-marketing-content-that-sells","status":"publish","type":"post","link":"https:\/\/imsfund.com\/index.php\/2023\/07\/16\/keys-to-marketing-content-that-sells\/","title":{"rendered":"Keys To Marketing Content That Sells"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>What\u2019s standing between your company and more sales?<\/p>\n<p>It could be paper cuts caused by your marketing content.<\/p>\n<p>Yes, I\u2019m talking about those small yet surprisingly painful slices that seem attracted to the most delicate parts of your fingers.<\/p>\n<figure class=\"embed-base image-embed embed-3\" role=\"presentation\"><figcaption><fbs-accordion><\/p>\n<p class=\"color-body light-text\">Is poor-quality marketing content causing paper-cut-like pain to your prospects?<\/p>\n<p><\/fbs-accordion><small>getty<\/small><\/figcaption><\/figure>\n<p>In the 20-plus years I\u2019ve been writing and editing marketing content, I\u2019ve seen many brilliant entrepreneurs, small business owners, and freelancers pour significant resources into content marketing only to run into a sales wall because of common content problems that cause paper cuts.<\/p>\n<p>What causes content paper cuts? The following list will give you an idea, but it\u2019s by no means exhaustive:<\/p>\n<ul>\n<li>Poor first impression<\/li>\n<li>Irrelevant graphics<\/li>\n<li>Unexplained terms<\/li>\n<li>Lack of social proof<\/li>\n<li>Strange color scheme<\/li>\n<li>Unequal value exchange<\/li>\n<li>No way to contact you<\/li>\n<li>Broken forms<\/li>\n<li>Content looks dense<\/li>\n<li>Unclear differentiation<\/li>\n<li>No way to close the gap<\/li>\n<li>Poor text flow<\/li>\n<li>Heavy negative language<\/li>\n<li>Unanswered reader questions<\/li>\n<li>Broken shopping cart<\/li>\n<li>Content lacks structure<\/li>\n<li>Lack of thought transitions<\/li>\n<li>Heavy jargon<\/li>\n<li>No clear selling proposition<\/li>\n<li>Lack of evidence<\/li>\n<li>Preaching<\/li>\n<li>Aggressive sales language<\/li>\n<li>Unaddressed reader objections<\/li>\n<li>Grammar errors and typos<\/li>\n<\/ul>\n<p><fbs-ad position=\"inread\" progressive=\"\" ad-id=\"article-0-inread\" aria-hidden=\"true\" role=\"presentation\"\/><\/p>\n<p>True, none of us is perfect. We all make mistakes.<\/p>\n<p>But it\u2019s that very thinking\u2014<em>we all make mistakes<\/em>\u2014that leads too many content writers and content teams to leave prospects vulnerable to the peril of paper cuts.<\/p>\n<p>The true peril of paper cuts is that they add up.<\/p>\n<h2 class=\"subhead-embed color-accent bg-base font-accent font-size text-align\">Death by 1,000 paper cuts<\/h2>\n<p>Have you heard the phrase \u201cdeath by 1,000 paper cuts?\u201d<\/p>\n<p>The original phrase is \u201cdeath by 1,000 cuts.\u201d It\u2019s an old Chinese method of torture and execution by\u2026 I\u2019m sorry to put this visual in your mind\u2026 slow slicing.<\/p>\n<figure class=\"embed-base image-embed embed-5\" role=\"presentation\"><figcaption><fbs-accordion class=\"expandable\" current=\"-1\"><\/p>\n<p class=\"color-body light-text\">An 1858 illustration from the French newspaper Le Monde illustr\u00e9, of the lingchi execution of a <span class=\"plus\" data-ga-track=\"caption expand\">&#8230; [+]<\/span><span class=\"expanded-caption\"> French missionary, Auguste Chapdelaine, in China<\/span><\/p>\n<p><\/fbs-accordion><small>By Unknown author &#8211; Le Monde illustr\u00e9, 27 f\u00e9vrier 1858,, Public Domain, https:\/\/commons.wikimedia.org\/w\/index.php?curid=1814449<\/small><\/figcaption><\/figure>\n<p>Today, death by 1,000 paper cuts refers to dying of 1,000 small ailments or being crushed by 1,000 minor problems instead of a single large one.<\/p>\n<p>And that\u2019s exactly what happens to buyers when they read poor marketing materials.<\/p>\n<p>Here are examples of how paper cuts play out in a few different forms of content.<\/p>\n<h2 class=\"subhead-embed color-accent bg-base font-accent font-size text-align\">Paper cuts from your website<\/h2>\n<figure class=\"embed-base image-embed embed-6\" role=\"presentation\"><figcaption><fbs-accordion><\/p>\n<p class=\"color-body light-text\">Websites are a form of marketing content responsible for many paper cuts; how does your fare?<\/p>\n<p><\/fbs-accordion><small>getty<\/small><\/figcaption><\/figure>\n<p>Imagine a prospect lands on your website, which has needed an upgrade for many years. \u201cIt looks like it was built in 2008,\u201d they think. Paper cut, paper cut.<\/p>\n<p>Because they need what you offer, they don\u2019t hit the back button to return to the search results. They read on. \u201cWait, is that a typo?\u201d they think. Paper cut.<\/p>\n<p>\u201cWhat\u2019s this supposed to mean?\u201d they think, reading and re-reading but not understanding the text. \u201cSigh.\u201d Paper cut, paper cut, paper cut.<\/p>\n<p>They click on your services page and notice that the images are misaligned. Paper cut.<\/p>\n<p>After experiencing seven paper cuts, your prospect is hurting. They leave your site, searching for a different consultant.<\/p>\n<h2 class=\"subhead-embed color-accent bg-base font-accent font-size text-align\">Paper cuts from an ebook<\/h2>\n<figure class=\"embed-base image-embed embed-7\" role=\"presentation\"><figcaption><fbs-accordion><\/p>\n<p class=\"color-body light-text\">Your marketing ebook may look nice, but is the content giving potential buyers paper cuts?<\/p>\n<p><\/fbs-accordion><small>getty<\/small><\/figcaption><\/figure>\n<p>Another prospect responds to a LinkedIn ad and downloads an ebook from your SaaS company. It looks nice, so that\u2019s a plus.<\/p>\n<p>They open the ebook expecting to scan the headings to see what\u2019s most important and worth reading\u2026 but there aren\u2019t any headings. Paper cut.<\/p>\n<p>Still interested, they begin to read.<\/p>\n<p>Then, 97 words in, the writer begins pushing, selling, and assuming. \u201cYou <strong>need<\/strong> this process because it makes things easier for everyone in your company,\u201d they say.<\/p>\n<p>The prospect bristles. They had been expecting an exploration of the ebook topic, not an immediate sales pitch. Paper cut, paper cut.<\/p>\n<p>Can you sense how the prospect might be losing trust in your company already? And they\u2019re still on the first page.<\/p>\n<h2 class=\"subhead-embed color-accent bg-base font-accent font-size text-align\">Paper cuts from a newsletter sign-up page<\/h2>\n<figure class=\"embed-base image-embed embed-8\" role=\"presentation\"><figcaption><fbs-accordion><\/p>\n<p class=\"color-body light-text\">Are your sign-up forms working? Or are they causing paper cuts and lost business?<\/p>\n<p><\/fbs-accordion><small>getty<\/small><\/figcaption><\/figure>\n<p>Your prospect just spotted a post on Twitter offering an email newsletter on a topic of interest. They click the link, arrive on the newsletter sign-up page, enter their name and email address, and click the subscribe button.<\/p>\n<p>Nothing happens.<\/p>\n<p>\u201cAm I subscribed or not?\u201d they wonder, clicking the button again.<\/p>\n<p>Still nothing. Paper cut.<\/p>\n<p>The prospect wants to hear from you, though\u2014a rare case, indeed\u2014so they open their email to see if they received an opt-in or welcome email from you.<\/p>\n<p>Nope. Nothing.<\/p>\n<p>Paper cuts galore.<\/p>\n<p>Although there\u2019s a small chance that the prospect might contact you to let you know your form isn\u2019t working, there\u2019s a much larger chance that they\u2019ll drift away, maybe forever.<\/p>\n<p>Can you feel how painful these issues are for prospects? Do you see why you might be missing out on droves of new customers simply because your content lacks precision and polish?<\/p>\n<h2 class=\"subhead-embed color-accent bg-base font-accent font-size text-align\">Empathy and editing: Your protection against paper cuts<\/h2>\n<figure class=\"embed-base image-embed embed-9\" role=\"presentation\"><figcaption><fbs-accordion class=\"expandable\" current=\"-1\"><\/p>\n<p class=\"color-body light-text\">When you feel empathy for your readers, your marketing content is less likely to cause paper cuts <span class=\"plus\" data-ga-track=\"caption expand\">&#8230; [+]<\/span><span class=\"expanded-caption\"> and push prospects away.<\/span><\/p>\n<p><\/fbs-accordion><small>getty<\/small><\/figcaption><\/figure>\n<p>There are two ways to be sure you won\u2019t wind up with paper cuts in your content: Developing empathy for readers and working with a content editor.<\/p>\n<p>Content editors already have empathy for readers. That\u2019s why they\u2019re editors.<\/p>\n<p>Content editors don\u2019t turn away when they experience paper cuts. Instead, they dig deep to understand the message your content is trying to bring into the world. And once they understand that message, they fix your content so its message shines brightly, resonates with readers on a deeper level, and does not leave paper cuts.<\/p>\n<p>But you don\u2019t have to hire an editor. You, your writers, and your content team can develop empathy for readers, too. Here are several ways to go about it.<\/p>\n<ol>\n<li><strong>Know your buyers<\/strong>. If this advice sounds trite, it\u2019s because you\u2019ve heard it many times before. But it\u2019s not trite. Knowing your buyers is actually the first step to eliminating many of the more serious issues that cause paper cuts. Use analytics tools, surveys, social media monitoring, and customer feedback to gather insights about buyer demographics and psychographics. Understand their preferences, interests, use cases, and pain points. Do the work, and you\u2019ll enjoy the rewards.<\/li>\n<li><strong>Engage with buyers<\/strong>. Again, not trite. Don\u2019t publish content in a vacuum. Respond to your audience on social media, in forums, in comment sections, and through email. Heed their questions, objections, and concerns so you can address them in your content. As you engage, actively listen, as it can give you valuable insights into buyer experiences and expectations.<\/li>\n<li><strong>Know what\u2019s happening in your buyer\u2019s world<\/strong>. Stay informed about the latest news, trends, and changes affecting your prospects. Doing so enables you to address current topics and relevant challenges so your content can demonstrate to readers that you understand their world.<\/li>\n<\/ol>\n<figure class=\"embed-base image-embed embed-10\" role=\"presentation\"><figcaption><fbs-accordion class=\"expandable\" current=\"-1\"><\/p>\n<p class=\"color-body light-text\">There are two ways to improve your marketing content and avoid giving prospects paper cuts: Hiring <span class=\"plus\" data-ga-track=\"caption expand\">&#8230; [+]<\/span><span class=\"expanded-caption\"> an editor and developing empathy.<\/span><\/p>\n<p><\/fbs-accordion><small>getty<\/small><\/figcaption><\/figure>\n<p>Developing an empathetic mindset means putting yourself in readers\u2019 shoes and considering their emotions, experiences, and goals as part of the content-creation process. It involves understanding buyer challenges and aspirations and communicating in resonating ways.<\/p>\n<p>Developing empathy also requires effort. It\u2019s an ongoing process. But by keeping your prospects at the forefront of your mind and consistently working towards understanding, you\u2019ll create better content\u2014without paper cuts\u2014and win more sales.<\/p>\n<\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/www.forbes.com\/sites\/renaegregoire\/2023\/07\/15\/empathy-editing--paper-cuts-keys-to-marketing-content-that-sells\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>What\u2019s standing between your company and more sales? It could be paper cuts caused by your marketing content. Yes, I\u2019m talking about those small yet surprisingly painful slices that seem attracted to the most delicate parts of your fingers. Is poor-quality marketing content causing paper-cut-like pain to your prospects? getty In the 20-plus years I\u2019ve [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":8306,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"fifu_image_url":"https:\/\/imageio.forbes.com\/specials-images\/imageserve\/64b167cc1100b34c1724807b\/0x0.jpg?format=jpg&width=1200","fifu_image_alt":"","footnotes":""},"categories":[9],"tags":[],"class_list":["post-8305","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"_links":{"self":[{"href":"https:\/\/imsfund.com\/index.php\/wp-json\/wp\/v2\/posts\/8305","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/imsfund.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/imsfund.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/imsfund.com\/index.php\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/imsfund.com\/index.php\/wp-json\/wp\/v2\/comments?post=8305"}],"version-history":[{"count":1,"href":"https:\/\/imsfund.com\/index.php\/wp-json\/wp\/v2\/posts\/8305\/revisions"}],"predecessor-version":[{"id":8307,"href":"https:\/\/imsfund.com\/index.php\/wp-json\/wp\/v2\/posts\/8305\/revisions\/8307"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/imsfund.com\/index.php\/wp-json\/wp\/v2\/media\/8306"}],"wp:attachment":[{"href":"https:\/\/imsfund.com\/index.php\/wp-json\/wp\/v2\/media?parent=8305"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/imsfund.com\/index.php\/wp-json\/wp\/v2\/categories?post=8305"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/imsfund.com\/index.php\/wp-json\/wp\/v2\/tags?post=8305"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}