The discipline of writing regularly about your speciality – your point of difference – will help you hone and improve your key messages. It forces you to think, again and again, about what makes your service special.
Whether you are faster, better, cheaper, or unique in some other way, the only way people are going to find out about it is if you tell them. And the best way to get your killer points across is through compelling, problem-solving content.
Answer your customers’ most frequently asked questions
Write the kind of articles that your prospects will enjoy reading. As people go through the process of educating themselves about a future purchase, they will latch on to the people and brands that gave them confidence in reaching the right decisions.
Consider prospects at various stages of the sales cycle. Make sure you have produced something that’ll fit the bill for each stage.
Investigate your USP: is it razor sharp?
By constantly articulating to your unique selling point – whether that’s a written article, short video or product support material – your delivery and understanding of what you do will become sharper and more direct.
Real experts focus narrowly on what they are good at. They inch their expertise forward with each fresh look at:
- the market
- the competition
- and the service they offer.
- the No. 1 expert in what you do
Fine-tuning your point of difference daily in this way will lift your confidence. You’ll become happy to deal with every enquiry and answer any questions that come your way. Regular interrogation of your unique selling point will help you:
- put clear blue water between your outfit and the rest of the crowd
- become the No 1 expert in what you do.
This is the second post in a short series on the power of content marketing. The first was on showcasing your expertise. The next post will show how marketing with content across the social web lets you go toe-to-toe with the biggest players in your market… and win!
