If you’re ever stuck for a topic for a blog, think back to your most recent conversations with clients or prospects. They’ll tell you all you need to know.
I work with many different businesses in many different sectors, but the questions I hear from clients and prospects are always very similar. Doubtless you find the same in your business too.
You may think the questions seem basic or boring. But they’re only basic or boring to you because you’re always looking to extend your knowledge and learn more about your subject. For non-experts, the answers to the most basic of questions are what they really want to know.
If you answer those questions in your blogs, you’re providing a valuable source of information and showcasing your expertise. It can also save you time in the future too – when people email you with a question, you can simply point them in the direction of the relevant blog. And if you’re having a face to face conversation, you can follow up afterwards with the relevant link.
This approach isn’t just a shortcut to a good idea for a blog topic, although it is certainly that. It’s also a great marketing tool – for the full story, take a look at They Ask, You Answer by Marcus Sheridan.
Taking things one step further
But it isn’t just blogs where clients and prospects are a valuable source of information. It’s also any kind of marketing material. Because clients and prospects tell you their side of the story. Nuggets of information such as:
- the problem that brought them to you in the first place.
- the questions they had about your service.
- the reason they chose you over the other people in the marketplace.
- the little thing you did that you barely noticed but made all the difference to them.
You can use all this information when you’re writing marketing material – and in doing so, you’ll be able to show your prospects how well you understand them.
Formalising the process
You don’t have to wait to have these conversations informally. If you’re about to write (or revamp) any of your marketing material and want to make it more effective, spend some time interviewing clients and prospects about their situations, the solution they needed, why they chose (or didn’t choose) to work with you and more.
It will be time well spent because you’ll understand what really makes your clients tick rather than what you think makes them tick. The chances are they’ll give you insights you’d simply never thought about before. Use these insights to inspire and inform your marketing materials and you’ll make them much more powerful because you’ll show how well you understand your target audience and what they’re really looking for.
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