Different business have different strengths and produce a diverse array of goods and services. Some are easy to understand and appreciate: you don’t have to be a Rhodes Scholar to enjoy the velvety goodness of a Reese’s Peanut Butter Cup, for instance. However, most small businesses don’t create products with broad, universal appeal. So how do you let potential customers know about what you do in simple terms, while also keeping your current customers informed about your more in-depth projects? It’s a delicate balance to strike –– especially if you’re just starting a blog. However, if you follow these three steps, you can create blog posts that’ll increase your web traffic and bolster your sales numbers –– no matter what your company does.
Some companies find marketing themselves difficult not because their product or service is hard to understand –– but because it has a stigma attached to it. For reference, consider the conundrum a company that manufactures laxatives might face when attempting to boost traffic to their site. When dealing with a touchy subject, make sure to maintain a professional tone in your writing. Don’t be afraid to use humor –– as long as you do so sparingly. If your customers have a delicate issue, the last thing they want is to encounter a blog that pokes fun at their problem, rather than presenting a solution to it.
Certain small businesses have trouble reaching new clients because they’re unable to convey why their product has value. Indeed, this not only hurts the business that can’t move its product, it also has a detrimental effect on the companies missing out on a potentially vital service. So to avoid this two-ships-passing-in-the-night scenario, never assume that your readers will understand insider terms or abbreviations. Always spell out the names of groups or organization before you switch over to the acronym. In addition, make sure to define obscure references within your work. Whether you’re describing a new type of collagen microplate, or you’re writing about the intricacies of an H-1B visa, take the time out to let your readers know what you’re talking about. Otherwise they’ll go somewhere else. If you’re going to succeed in writing about complex subject matter, you need to cover the basics first.
The most important thing to remember when writing about an obscure product or service is to hammer home what you want your readers to focus on. Don’t be afraid to repeat yourself several times if need be. The less understood your product or service is, the harder you need to work to display its value to your customer. Establish what makes your company better than your competition, and give real-life examples and applications of your product in action. For many, seeing is believing; and the closer you can bring them to the genuine article, the better chance you have of engaging with them.