Content Crooner

photo credit: Pink Sherbet Photography

Other than saying yes to a cherub-faced Girl Scout selling tasty cookies, when was the last time you immediately agreed to a purchase? Heck, you probably still needed to look the list up and down a few times before you chose which cookies you bought. Now, imagine what your prospects experience when they go online to find a particular product or service…absolute mayhem! They are instantly bombarded with virtually countless choices. This mayhem requires you to spread the word throughout the Web as to why prospects should choose your product or service over all the others—why are you an orange among apples? Article marketing allows you to lead the way by providing useful information. Well-written information that subtly relates to the benefits of your product or service adds value to your offer, creating a wedge between you and your competitors.

Let everyone know how you stand out from the competition

Unless your product or service is offered at over a 90% discount compared to your competitors (and probably even then), you will need to make sure your audience understands the extra value you bring to the table. Regular article submissions enable you to publish information relevant to your industry, creating an interconnected system of value points. Once you get these main points in place you’ve essentially painted a perfect picture of value—pointillism of the marketing world. When prospects look at your business offer from far away it may appear to be similar to countless others. Specific value points established through article marketing allows the prospect to step closer and see all the individual dots that illustrate how your business is different and better than those similar choices.

And, since today’s online audience is savvier, they now require more information before they feel comfortable buying from you—you can never just ask for their business. Although it may be obvious to you that your business is different, don’t assume your prospects feel the same. Current trends show that savvy Internet users now require lots more information and coaxing before they move forward with a purchase.

That is why content is king! Steady trends prove that more and more people are using the Internet as a research tool. Even if you are a local brick-and-mortar business that people can physically visit, there’s a significant chance that your prospects are checking your business out online first before they even set foot in your door. Whether people are dealing with a downturn market, bootstrapped budgets, or simply want to perform a credibility check, the more content you have online the more new clients you’ll win over.

Befriend the tire kickers and get more business!

Another element to consider is that a good number of people surfing the Web are going online strictly for research with no intent to buy. Even if someone sticks to their non-buying guns, they still may know of a friend or associate that could benefit from your product or service. The fact that you provided them with useful information and helped answer their questions makes them much likelier to pass on your article. Congratulations—you’re getting word-of-mouth marketing, which is very highly trusted indeed.

Here’s where we can see a prime example of what Zig Ziglar said, “You can have everything in life that you want if you will just help enough other people get what they want.” Internet users will recognize that you made an extra effort to provide useful information and the good deed is sure to come back around through direct and indirect channels. Make it easy for people to find the information they need and they’ll either buy from you directly or be much more inclined to refer your business.

It’s also helpful to think of your prospects as having research radars. Every time another article about your business is submitted to the Web you create an additional point that shows up on their radars, helping you show up in more search results than ever before.