Let’s face it: we can’t all be the cool kids. You know the type: those renegade, cutting-edge startups that shake the status quo. Some of us have to be the doers – the invisible forces that keep the world turning. Sometimes our product isn’t sexy and our services are, well, kind of boring. At least when it comes to social media, blogs and website content.
So how do you market a “boring” business?
Focus on the Need
First off, I’m going to contradict myself and tell you not to label your business as a boring business. No matter what you do – no matter how specific, how thankless, how technical it is – someone out there needs it. And to that someone, what you provide is invaluable. Embrace your niche. Your customers are coming to you because they need to, but give them a reason to stay. Educate them. Answer the questions they have. Don’t compare yourself to Starbucks or Apple or Coke or any highly-glossed marketing machine. Your customers don’t care that your product isn’t sleek and sexy, they care that it works and that it makes their lives easier. Accept that you’re not going to appeal to everyone. Instead, you’re going to speak to one specific audience seeking a specific solution. And that’s ok.
Keep It Simple
Even if your focus is highly technical, that doesn’t mean your content needs to read like an instruction manual. Ditch the jargon and speak to your customers on their level. Try to be genuinely helpful by writing to your customer’s pain points. What are your unique selling points? How can they help your customers get what they need? If you’re having trouble getting away from the jargon, try telling a story. We humans are narrative creatures who can’t resist a good tale. Describe a time you helped a customer through their problem. Use analogies to make complex ideas easier to swallow. Show your clients what their lives are going to look like after they use your service.
One of the most frustrating things I hear from our clients is the idea that technical or practical is the opposite of “creative and fun.” It doesn’t matter what your business is – your content can be creative and fun at the same time it’s informative. Think about a company like GEICO. How exciting is auto insurance? Yet they always manage to be creative, and their ads never fail to entertain.
You can do the same thing for free. Try breaking down a complex concept with an infographic or eye-catching image. Infuse a little humor into your How-Tos. And never discount the power of a cute cat picture.
Want even more content tips? Join us on October 26 at 12:00pm CT for our Content Marketing: What to Say and How to Say It BizzyWebinar. Can’t make it? No worries. You can watch it on our YouTube channel any time after the broadcast.
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