The difference between features and benefits is simple. Features Features are facts about products or services; they add credibility and substance to your sales pitch Benefits Benefits give customers a reason to buy because they explain how your product or service improves their lives So what? To translate features into Read more…
What is a content swipe file? A swipe file is a collection of writing examples. These examples can be anything you might find useful. Professional writers use swipe files to inspire their content and improve their skills. Or, in other words, a great way for you to find inspiration without Read more…
Great content needs to do 5 key things and be relatable to your customer’s awareness of your product or service. Explain the problem/scenario Link the problem/scenario to the reader’s current situation Position the product as the solution Convince the reader to choose your product Contain a call to action that Read more…
Persuasion works best when it’s aimed at a simple, clearly defined, outcome. Management consultant Robert B. Cialdini came up with 6 basic principles that everyone should know, and can use in their daily lives. Social proof We do what other people do Liking We listen more to people we like Read more…
You don’t need to use long and fancy words. Simple words are so much better. Primary We learn simple words first and remember them for the rest of our lives Strong Simple words are simple and reliable Honest Simple words are based on honesty and truth Clear Simple words have Read more…
The simplest type of headline simply says what the product is and what it does. The basic formula is [Product] is a [description] that helps you [action]. For example, Amazon Dash Button is a Wi-Fi-connected device that reorders your favourite product with the press of a button. … and that’s Read more…
Context marketing aims to deliver the right content to the right person, in the right place and at the right time. Context marketing is about giving people useful, relevant content, at the point in the buying journey when they are likely to be most interested. To deliver great context marketing Read more…
Content repurposing is changing content you have already created so it fulfils a new purpose, a different goal or appeals to a new audience. You are trying to stretch, and exploit, your valuable content so it goes as far as possible. Benefits of repurposing content By repurposing content, you can Read more…
Purpose The first principle is the purpose. There needs to be a reason for what you’re doing. Think about what is the problem or challenge you’re trying to solve? what does success look like? How will it be measured? what experience do you want your users to have? what research Read more…
What is content design? Content design helps make your website content easier to understand, simpler to read, clearer to understand and faster to use for your customers. You should look at everything and think about everything but communicate the detail in a way everyone understands. It is based on the principles Read more…