To Say Me Is To Know Me

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“There is a lot happening out there, seeming as if it’s everything, everywhere, all at once. The events are relentless, but so is the pace with which language adapts to the changes—with new and newly prominent ways of referring to a wild variety of very specific things,” Nick Norlen, Senior Editor of Dictionary.com writes. “The most recent additions to Dictionary.com come from just about everywhere, spanning the multiverse-like complexity of modern life.”

Norlen explains several of these new nouns:

  • Digital nomad (person who works remotely while traveling for leisure)
  • Nearlywed (person who lives with another in a life partnership with no wedding planned)
  • Rage farming (the tactic of intentionally provoking a political opponent)
  • Heritage language (a language used at home and spoken natively by the adults in a family, but not fully acquired by the next generation)
  • Deadass (adverb meaning extremely or completely)
  • Superdodger (Person who remains uninfected or asymptomatic even after exposure to a contagious virus)

Then, at our quarterly meeting of the Financial Planning Association of Greater Indiana, one of the speakers discussed the difference between the terms “phishing (fraudulent e-mails and websites) and “smishing” (fraudulent text messages), not to mention “vishing” (fraudulent phone calls).

Plain language matters in marketing, LinkedIn advises. Users – “Whether you want to inform, persuade, or engage your audience, you need to use language that they can easily comprehend,”

There’s another way to look at terminology, I remind content creators at Say It For You. Once we’ve established common ground, reinforcing to online visitors that they’ve come to the right place, it’s actually a good idea to add lesser-known bits of information on our subject. Doing that might take the form of arming readers with terminology that is new to them, adding value to the visit, but also giving those visitors a sense of being “in the know”.

Psychologically speaking, content writers can introduce industry “jargon”, then allude to those new words later on the content, giving an impression of “collusion” with the reader, smoothing the way towards a call to action.

New words and phrases emerge as a direct response to new concepts, the Macmillan Dictionary explains. Creative combinations of words stick “because they fill lexical gaps.” As content writers, we can help prospects “know” our clients by giving them the words to express what those business owners and professionals do.

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Does Fact-Finding Break Trust or Make It?

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The main purpose of a financial advisor’s initial meeting with a prospect, as it’s currently conducted, is to gather facts and information that will help the advisor create a financial plan for that high net worth prospect, Ari Galper writes in Advisor Perspectives,.  Problem is, Galper points out, in any sales context, until the prospect feels in their gut that this advisor is the one for them — that there’s something more to the process than just “running the numbers”, nothing is likely to happen. That’s because, Galper asserts, being cross-examined is the opposite of trust-building. What’s more, he says, contrary to what many marketing gurus teach, prospects’ ultimate decisions are not driven by information but by emotion.

This insight translates into content marketing in two important ways: 

  1. Offering little-known explanations and citing statistics that explode common myths is a good way to engage online readers’ attention, offering business owners and professional practitioners the chance to showcase their own knowledge and expertise in interesting ways. The fly in the proverbial “ointment” is that people don’t like to be proven wrong. The skill lies in engaging interest, but not in an “I’m-the-expert-and-you’re-not” fashion. Allow for the fact that anyone might reasonably have come to an incorrect conclusion before becoming aware of the facts you’ve now provided.
  1. While Galper stresses that in a financial advisory setting, trust-building questions need to precede fact-finding queries, when it comes to online content marketing, the process is reversed. The “fact-finding”, accomplished by having content writers gain an understanding of the target audience, comes first.  Only then can the content in an article, newsletter, email, or social media post result in a “meeting” of business owner and reader “prospect”. In content marketing, you have have to know your target audience before asking them to take action. Consider age, gender, nationality, where your target readers “hangs out”, what they read and watch, and what they’re saying on social media, in interviews and in focus group.  What causes do they support?

For financial advisors at an initial interview with a prospect, putting fact-finding first can break, not make for, trust. For content marketers, fact-finding before-the-fact allow the creation of the “right stuff” for the “right readers”. 

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Font Size Counts in Cars and Content

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More than two million Tesla vehicles are being recalled because of font size??  

It’s true. According to the National Highway Traffic Safety Association, a recent safety compliance audit revealed that on a number of 2012-2023 models, the brake, park, and antilock brake warning lights have too small a font, making critical safety information simply too hard for drivers to read.

In any text, typography  helps users to  understand the organization and importance of content,  Ashish Kumar Tiwari explains in elearningindustry.com. The font is just one element we use in communicating information effectively so as to enhance the user experience, Tiwari adds. While the size of the font is important, spacing, line length, and alignment also play a part.

The goal, of course, in all printed or online material is to ensure that the content is easily readable and accessible to users, preventing eye strain and enabling effortless reading.  That involves using:

  • legible typefaces
  • appropriate font sizes
  • suitable spacing
  • hierarchy (bolded headings, for example, allow users to understand the organization of the content)

As a content marketer, I particularly appreciate the author’s emphasis on “ensuring sufficient color contrast between text and background”.

“Fonts play a crucial role in establishing an online brand’s visual identity,” Romain Juillet reminds business owners.  “In a highly competitive online market, the following cannot be repeated enough: first impressions really do matter.” Juillet explains the two main categories of font:

In serif fonts, the letters have extra strokes on the ends, are are considered to evoke a more formal, classic mood; sans serif fonts have no strokes, and are viewed as more casual and minimalist. (This Say It For You blog has always used the Arial sans serif font, which many consider ideal for digital content.)

Brands often use different fonts for different products. Coca-Cola, I learned years ago, chose different fonts for its Coca-Cola, Diet Coke and Coke Zero products. For us content writers for hire, the font we use should match the image projected on the client’s website. If the site is more traditional, we may want to use a more traditional serif font. If the client seems to project a more hip, modern look, the online content might be best presented in a sans serif font.

Serif or sans serif, Font size counts in cars and content marketing!

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Branding for Growth: Best Practices Every Small Business Owner Should Know

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A strong brand is crucial for businesses to stand out in today’s competitive market, as it leads to higher revenue and customer loyalty. This is especially important for small businesses as they tend to have fewer resources and rely heavily on customer satisfaction. In this blog post, we’ll look at the top branding best practices to help small business owners become industry leaders and achieve sustainable growth.

Discover and Reach Ideal Customers

In the journey of brand development, pinpointing your ideal customer base is a foundational step. This involves a deep dive into understanding not just who your customers are, but also what drives their decisions and preferences. By analyzing their demographics, such as age, gender, and location, and psychographics, including their values, interests, and lifestyle, you gain valuable insights. These insights enable you to tailor your branding strategy effectively. Comprehending their purchasing behavior, including how and why they buy, allows you to align your messaging and marketing efforts with their needs and preferences.

Possible Marketing Platforms

When it comes to reaching your target market, choosing the right marketing channels is crucial. Social media platforms like Facebook, Twitter, and Instagram are great for targeting younger audiences. Email marketing is a powerful tool for building relationships with existing customers, while traditional channels such as print ads, direct mail, and outdoor advertising can still be effective, depending on your target audience.

Develop a Brand Promise

Crafting a brand promise is a strategic process that entails pinpointing the core benefits and values your brand delivers to its customers. It’s about distilling these elements into a concise and engaging statement that encapsulates your brand’s commitment. This statement not only guides your external communications and marketing efforts but also acts as a north star for internal operations, including customer service and product development. It should be a reflection of what customers can consistently expect from your brand, fostering trust and setting the tone for their entire experience with your business.

Analyze Your Competition

For small business owners, understanding the competition is paramount. Business owners need to thoroughly research the branding efforts, marketing channels, and value proposition. Knowing what the competition is doing allows a business owner to create a unique brand that stands out, attracting loyal customers and building lasting brand recognition.

Color Scheme for Branding

The impact of choosing the right colors on customer purchasing decisions cannot be overemphasized. Therefore, small business owners must carefully consider the psychological effects of each color and how it aligns with their brand image. For example, blue portrays trust and reliability, while red is associated with excitement and energy. By applying a suitable color palette, entrepreneurs can effectively shape the way their brand is perceived by consumers.

Create Great Content

Small business owners can significantly boost their brand recognition and engage effectively with potential customers through the strategic use of content marketing. This involves creating and distributing informative and valuable content, such as blog posts, videos, infographics, and social media posts. By consistently delivering high-quality content, small businesses can establish themselves as authoritative and trustworthy sources.

Establish a Consistent Tone

To create a strong brand, it’s vital to establish a unified voice. Consistency in the brand’s messaging enables customers to understand what the brand represents. Small business owners can deploy the same tone of voice across all marketing channels, including social media and email marketing, to connect with their customers. A consistent brand voice can help foster robust and long-term relationships with customers.

Expand Your Business Knowledge

For small business owners, education plays a crucial role in fostering expansion and success. Engaging in business courses significantly enhances their skills in marketing and advertising, which are pivotal for the growth and visibility of their ventures. Additionally, considering an online Master of Business Administration (MBA) can be a strategic move. Such programs are designed to accommodate the busy schedules of business owners, allowing them to balance their educational aspirations with the demands of running their company. This approach not only provides a deeper understanding of business principles but also equips them with the latest knowledge and trends in the business world.

In today’s competitive business landscape, building a strong brand can mean the difference between success and failure for small businesses. From defining a unique value proposition to developing a brand promise, every aspect of branding counts. Small business owners who prioritize branding as a crucial aspect of their business strategy can establish a distinctive identity, connect with their customers, and ultimately drive growth and profitability

Today’s guest post was contributed by Candace Sigmon of At Home Helper. Candace may be reached at csigmon@athomehelper.com.

 

 

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Use Unlikely Comparisons as a Teaching Tool

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“From turtle doves to lords-a-leaping, the price of the ’12 Days of Christmas’ just hit a record high,” CNN observed in what I found to be a wonderfully effective use of an unlikely comparison to make an important point. In fact, every year, PNC Financial Services publishes the Christmas Price Index, measuring the average change in price for each of the items in the classic Christmas song. The tongue-in-cheek index, CNN explains, is meant “to highlight market changes over time while educating consumers about the economy”.

Years ago, I’d read a review of a band playing at a restaurant near me on Halloween, telling how this band was able to keep the crowd dancing and singing along. The reviewer had mentioned something that I continue to think is good advice for content writers: “It was especially fun to see Tammy dancing with Elvis, and a ladybug dancing with a monster”. To help capture interest, we suggest at Say It For You, put “ingredients” together that don’t seem to match.  In fact, suggesting a totally new way of using your product or service may open up new possibilities for that potential customer to do business with you.

“Turns of phrase catch readers by the curiosity,” I realized years ago. Putting ingredients together that don’t seem to match is not only an excellent tool for creating engaging business blog content, but also a good teaching tool. Going from what is familiar to readers to the unfamiliar area of your own expertise, allows your potential customers to feel smart as well as understood.

The caveat though, is that, when it comes to blog content writing, misdirection needs to end up by offering direction; if it’s overdone or too far-fetched, it can come across as “bait ‘n switch”. The unlikely comparison must clarify and help readers get the answers they came to find.

The 12 days of Christmas price index being up again concept sparked my curiosity, but, since turtledoves and French hens are not on my shopping list, the fact they’ve risen in price doesn’t really reflect my own buying patterns. Still, learning that 2023 was the first year in history in which the cost of buying all the gifts in the song passed $200,000 – that got my attention. I was now ready to learn about retail sales, wage growth, savings rates, and consumer sentiment….

Try using unlikely comparisons as teaching tools in your blog posts.

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