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There’s a reason why it’s said that “content is king” and not “content is the court jester”—you must provide value and useful information in your content. Stuff your marketing messages with too much fluff and your prospects will be able to tell the difference. Combine this no-fluff approach with your overall sales methods and you’ll significantly improve your sales conversions.
Constant Value in Your Content
After each and every paragraph you write for your blogs, ebooks, social marketing posts, articles, newsletters, direct response pieces, and email campaigns, you must ask yourself, how will this paragraph help my prospects and current clients? This will help you stay on target in consistently providing value to your audience.
With the virtually endless number of resources that can be found online, few things frustrate or even enrage an Internet user more than being misled online. So much information and so little of it is actually useful—a true testament that many of today’s SEO-based articles are purely written to boost search engine rankings and drive traffic to websites instead of actually helping their readers. Online consumers are going bald from pulling their hair out in frustration over reading through entire articles only to find that they completely failed to address the title or the keywords that brought them to the article.
One of the primary culprits here? Fluffy content that features no useful material. Businesses need to be very wary of using too much meta speak, essentially talking about talking. Correct this by maintaining highly purposeful content and language in all of your online and offline pieces.
Distrust Demolishes Sales Potential
No one wants to buy from someone who they don’t trust. Fluff-filled content that mirrors what a court jester would produce instead of what a king would bestow on his loyal subjects creates sales-killing skepticism. While some of us might be wishing for a line of lemmings mindlessly marching off a cliff and into our bank accounts, you must respect your audience as educated readers, savvy consumers and highly trained value seekers.
Besides, when you look at it in terms of apples to apples, who in their right mind would buy from a business that provides fluff as their main marketing message when there are countless other businesses to choose from? The marketplace is more saturated than a five-pound bacon sandwich, so you’ve got to make every marketing piece count. If you fail to make your online and offline marketing messages useful to the public, then you will be wasting everyone’s time, including your own.
Keep Your Business Healthy
You must remember that word-of-mouth marketing and referrals go both ways—negative viral marketing will infect your business. If you flake your way through your content and copywriting then you will quickly raise countless red flags against your business. And what do consumers do when they sense that there’s something sketchy about your business? Warn all of their friends, family and business associates about the potential pitfall that your business promises.
Fortunately, all you have to do is maintain a proper degree of integrity with your content, keep it honest, and you’ll soon be able to enjoy positive word-of-mouth marketing that will assist your business in going viral—the money making way.
To your success,
Andrew Rossillo
Andrew Rossillo is Content Crooner’s Marketing Blogger and Staff Writer. He’s ready to put his years of copywriting and online marketing experience to work for your business—he’ll help you get noticed!
