Writing content for your All About Whitianga Business Listing Page

Use these tips to ask yourself questions, take a few minutes to write down some answers and you’ll be done in no time at all!

1/ What does your customer want? 

Easy, yes, this is your product or service. 

Let's say I sell running shoes. Does my customer really want a great pair of running shoes sitting in their wardrobe? 

Now, take a step back and think about how our product or service is going to make our customer feel. What do they really want to achieve or what are they dreaming of?

Does the customer actually want - 

• A pair of running shoes that are comfortable? 
• A pair of running shoes that will help them achieve their goal of running a marathon?
• A pair of running shoes that make them look good?
• A pair of running shoes that help them feel fit and healthy?

When talking about your product or service on your business page, keep a focus on how your product or service will make your customer feel or achieve a goal (it’s benefits), rather than how great your product or service is (its features). 

Another way to help keep the focus is to use the ‘so what’ rule. Make a statement about your product and then ask ‘so what?’ For example - Our running shoes have state of the art cushioning…so what? You are going running, but your feet will enjoy the experience in our comfy running shoes.

This can be used for any industry - 

Our doors are strong and have high quality hardware and hinges. So what? Our doors won’t rattle, bend or get damaged, even if they’ve been slammed by the kids a thousand times!

This oven preheats quickly. So what? Life is busy, don’t worry if you forget to turn the oven on, this one pre-heats quickly, saving you time and making it easy to get dinner on the table fast!

2/ What problem does your customer have that needs solving?

Identifying the problems that your customers face and discussing them can help build your reputation as an expert in what you do. It can help you connect with them, giving them the feeling - “Ah these people know how I feel, what I’m thinking”.

Back to running shoes. What are the customer’s problems? Could it be:

• There’s so many pairs of shoes to choose from - how do they choose?
• Do I need trail or road shoes?
• Do I need to ‘wear’ my shoes in before I start running
• How do I stop getting blisters?
• How do I know the right size?
• Do I need extra support inside?
• How long will they last?
• How do I know if my shoes are worn out?

Talk about common problems that your customers have come across.

3/ How can your business solve the customer's problem?

Next move on to how you can help solve the problem, again remember to keep it customer focussed and not feature focussed. Use the ‘so what’ rule to help.

• You may want to discuss your skills or staff and how they can help. What experience or expertise they have.
• Talk about how you can help them achieve their goal.

My example customer wants to run comfortably everyday to feel fit and healthy. They have no idea what shoes to get. My business can help them by offering a great range of cushioned and comfortably designed shoes so that they have a great running experience. Our staff are runners too and understand the importance of getting the right fit. Our business offers a free fitting service so we can get the right shoe for your foot shape. With help from the friendly staff and their knowledge and experience a customer can make a great choice from the huge range of shoes.

4/ Have a plan, show your customer the way.

In a few easy steps show your customer how easy it is to do business with you and achieve their goal. Show them in only 3 or 4 steps or actions how easy it is to achieve what they want.

Using the running scenario it could be:

1. Visit our team instore
2. Our staff will fit you for the best running shoes
3. Take them home and get running!

5/ Ask your customer to do something

Let’s recap.

• We’ve discussed what our customer wants
• We know what their possible problems are
• We’ve shown how we can solve their problems
• We’ve explained the steps to take.

Next we need the customer to act. We want them to purchase our product or service. It sounds simple, but we need to tell them what to do next. Will that be:

• Buy now via our website?
• Visit our store?
• Book an appointment or a call?

Make it clear what steps you want the customer to take next. In the case of the running shoes. It might be:

Visit our shop today and talk to our friendly staff.

6/ What’s at stake?

Finally if the customer is still not convinced that they want to work with you, show them what’s at stake. This is where you can give examples and stories of happy customers and/or refer them to your customer reviews. It is also where you can  give them an example of what may happen if they don’t work with you. It doesn’t need to be overly negative, just help give them a push in the right direction! Something like this;

Join the ranks of other satisfied runners by coming to see us to be fitted for your next pair of running shoes. If you don’t believe us, then read what our customers have to say in our reviews below.

You might find something cheaper online, and that’s great, but knowing that we will back our shoes and fit you for shoes is worth the extra expense. In the long term you won't have any pairs of uncomfy shoes gathering dust in your wardrobe.

7/ Bring it all together

Using the notes that you have gathered above, you should have plenty of content to put on your All About Whitianga business listing page. Below are some further points to help stimulate your content writing.

• Tell a story. Stories make ideas and experiences familiar, predictable, and comforting. When a story catches our attention and engages us, we are more likely to absorb the message and meaning within it than if the same message was presented simply in facts and figures.
• What is the message you want to get across, what do you want your customer NOT to forget?
• Don’t tell your customer how you are great, show them how your product or service can make them great
• Share a problem you solved
• Explain your inspiration for being in business
• Show how you are different from your competitors
• What are your business's core values?
• Keep it customer focussed - turn features into benefits - how you can help your customers
• Always include keywords for search engine optimisation (SEO)
• Focus on customer feelings.

Making your life easy – All About Whitianga  professional set up service

We understand you might not have the time or skills to professionally market your business. So we are here to help you!

Our popular set up service and page update service is available to busy people and businesses wanting help with writing content, including keywords for search engine optimisation (SEO), editing and uploading images, and generally getting everything connected. 

Our experienced digital marketing team can help you get you and your business online in no time. We’ll make it easy by taking care of everything from account set up to page setup, so you can get on with what you do best.

All you need to do is:

1. Book a call with Cathy
2. Tell us what’s great about your business
3. Leave the rest to us!

Book a call today.

ABOUT THE CONTRIBUTOR: ALL ABOUT WHITIANGA WEBSITE AND DIGITAL MARKETING TEAM 

All About Whitianga has been connecting Coromandel Peninsula business to the right customers for a decade. 

All About Whitianga provides online marketing to get businesses seen by the right customers and connects them to local residents, bach owners and visitors to the Coromandel Peninsula.

Contact our professional marketing team at All About Whitianga to have a chat about how we can help your business engage with online customers 24/7. The team is available for a phone, in-person or a zoom meeting to discuss how you can invest in marketing and position your business for more success. 

Give me a call to talk about maintaining brand awareness, how your businesses can stay top-of-mind with customers, attract new ones, and potentially gain an edge over competitors. Our team have the marketing experience and advertising options to fit a range of budgets to grow your online presence to help you get the customers and sales that you want. 

– Cathy Klouwens, All About Whitianga Owner

GET IN TOUCH WITH THE ALL ABOUT WHITIANGA TEAM

Contact the All About Whitianga team using the related link below.