Stacey Meadwell

Content writing, copywriting, writing tips

Why you should put customer benefits first in content

This is quite a common mistake professional service businesses make when writing about their services.

They tell people what they do, then they tell their audience why it is important (what is in for them).

Or worse they skip addressing the ‘what’s in for me’ altogether and just talk about what they do.

Orange megaphone on an orange background — Photo by Oleg Laptev on Unsplash

I saw a social media post recently which was aimed at selling a particular business service.

However, the post started something like: ‘At Jones & Co we have an expert team of widget analysts’.

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Content strategy, Content writing, Training, writing tips

Do you have something to say?

hand metal music musician — Photo by Pixabay on Pexels.com

Opinion pieces have been part of my working life for many years.

As a journalist on a weekly business magazine, I used to commission and edit guest columns. Now as a freelance, I ghost-write them for clients who don’t have the time or find writing difficult or a chore.

I also help people get better at writing them as part of my in-house writing workshops.

Common mistake

When I was an editor and people pitched their opinion piece ideas to me, the most common mistake was an obvious one: Their idea lacked an actual opinion.

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Content strategy, Content writing

Are you making the most of your events coverage?

group of people standing inside room — Photo by Matheus Bertelli on Pexels.com

You’ve spent months organising your event and getting the right people to come along but does your coverage effectively leverage the time, effort and costs involved?

A good write-up broadens the audience and life of your event.

I’ve seen some great coverage… but there is a lot that really misses a trick.

Is that the best you can say?

Talking about ‘packed rooms’ and ‘great turnout’ is an easy way to show success but is that the best or most interesting thing you can say?

If you are hosting the sort of event designed to showcase thought-leadership, share knowledge or challenge thinking, what did people learn from attending?

What were the ‘take-aways’?

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Training

Media training that demystifies B2B journalism

tom-rogerson--PYkAUIVi_M-unsplash — Photo by Tom Rogerson on Unsplash

When I was B2B property journalist, expert sources were essential to my job.

They gave me stories, feature ideas and valuable comment.

Over the years I gathered a core group of industry insiders who were my go-to people when I was looking for information or help or an opinion on a breaking story.

Reliable and honest

My expert sources were reliable, available and honest, and as a result, they got plenty of coverage.

As part of my in-house B2B media training, I talk about the importance of building up relationships with journalists within your industry, what they are looking for and how to get quoted.

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content engagement, Content strategy, Content writing, copywriting

A good example of rewarding brand loyalty (and good copywriting)

👏 Abel & Cole.

I may be a regular customer but that doesn’t mean I don’t review the value I get from my weekly fruit and veg box delivery.

Abel & Cole don’t wait for me to cancel or reduce my order, instead, they occasionally send ‘A Little Freebie’ which makes me feel valued as a customer.

But not only that, the friendly note they put in with my freebie directs me to their website to a blog post with handy tips for upcycling the packaging.

So to recap:

👉 They have made me feel valued.

👉 They’ve given me another reason to visit their website.

👉 They have reminded me of their sustainability credentials which reinforce the brand image and appeals to my own values.

👉 Given me useful information/fun ideas.

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