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.

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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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Do you have something to say?

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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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Why quotes on press releases matter

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Photo by Victoria Kubiaki on Unsplash

Let’s talk about quotes on press releases and why they are a big opportunity but not always properly leveraged.

First and foremost, no one cares if you are ‘delighted’.

They don’t.

Harsh but true.

Powerful soundbite

The quote on a press release can be a powerful soundbite, an opportunity to expand on your story, showcase your business and expertise.

It’s an opportunity to add value, talk about context or strategy.

A good quote can really lift a story.

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Writing for the web – 3 tips about presentation

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Photo by Negative Space on Pexels.com

I’ve been writing for the web for many years both for work and on my theatre blog, making some of the common mistakes along the way.

But I’ve learned from those mistakes and I wanted to share some of the tips I’ve picked up.

My first three bits of advice don’t actually relate to what you write but how your content is presented.

If your carefully crafted words aren’t easy to read then it will put people off reading them.

And, there are also very good SEO reasons for making sure your content is presented well.

1. Mobile-friendly

Remember that people could be reading your blog post or website content on a phone or tablet, not just a laptop or desktop.

Current trends show that the number of web searches on mobile devices is rising and, depending on which stats you look at, has overtaken laptops and desktops.

So it’s important to check how your content looks and reads on all devices and make sure your website is mobile-friendly.

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