Sleep Deprivation is Torture
When my middle son was a baby I genuinely tried to work out how I could wrangle things so I could be looked after. In a hospital, without my children or unhelpful husband. Not my proudest moment. Actually one of my darkest.
I remember standing on the back deck on the phone to some sleep school or other, and hearing that there was a six week wait. Sorry, wha?? Six weeks? Are you joking, you can’t honestly think I can survive another six weeks like this.
I swore. A lot. And she got tetchy with me.
I had a shin kicking, head banging, tantrum throwing 3 year old who did NOT want a baby brother. And the baby used me like a human dummy (and I felt like a dummy too).
A lovely little old lady in the street asked that weird question oldies ask: 'is he a good baby?' And I said 'NO - actually. NO he is not a good baby, he is a bad baby'. I remember her clutching her pearls and muttering something at me before walking off, eyes averted.
What's that got to do with client-focused content?
A baby sleep expert asked me to write a script for her. A script for a video that will sit on her home page that sleep derived desperate mums will eyeball through bleary teary eyes. I know how they're feeling, the challenges, catastrophes and strategies, tried and failed, that brought them to her. And I know how they’ll feel when she says she can help them. NOW.
Another 'Year Of Video.'
This is the 'year of video’ (for about the third year in a row). It’s not a matter of IF you’ll use it to grow your business, but WHEN and HOW.This is the 'year of video’ (for about the third time). It’s not a matter of IF you’ll use it to grow your business, but WHEN and HOW Click To Tweet
One of the most common reasons businesses give for not currently using video or Facebook Live is that they don’t know what to say.
Let alone the mechanics of it, and the fact that a large percentage would rather poke themselves in the eye with a pointy stick.
Simple Brainstorming Method
Why do they need you? Get into their hearts and minds.
Some Examples To Get You Started
- Ideas to keep on top of finances daily, to remove the likelihood of eleventh hour BAS weeks, fines and nasty letters from the ATO.
- You could create one that addresses the people directly who have let it go so long. To let them know it’s better to face the music and you’ll help them do it.
- You could explain your process for getting things done right and on time.
- Introduce the team so people know who’s likely to handle their financial affairs.
Oh the relief! The weight-off-shoulders moment when handing over something you don’t want to do yourself!
- Explain the way you work and the expertise you offer.
- Show them around the gym so it’s not so scary (we all know how intimidating starting at the gym can be - clearly everyone knows something I don’t, and they all look like they have their shit together)
- Do a specific routine each day that people can follow along with
- Deliver a daily dose of motivation to get and ge moving
- How to choose the right copywriter for your business
- Why you believe your <insert industry specialty> brings more business to your clients’ websites
- Put your About page on a video so people can get to know you
- Explain the different types of services you offer
- Answer other frequently asked questions
- Answer specific challenges people have with specific types of writing (brochure, resume, LinkedIn Profile, Emails etc)
Over To You
Get stuck into it. I’ve started with a few ideas here for you - feel free to swipe and change them up to suit your needs. But the key is to put yourself in their shoes. Write as much down as you can about them before you put your content plan together.
If you're not sure and you need a hand with it, contact me here.