Have you ever felt as though you’re giving it your all when writing about your products or services, but readers (ones you know would make perfect customers) just don’t seem to ‘get it’? You could be falling foul of the ‘blank stare’ – here’s how to avoid it.
This week we’re tackling a very frustrating problem when it comes to writing content, particularly content where you want to engage your reader.
It’s called the ‘blank stare’. Now I know that might sound strange because you’re probably not sitting face to face with your reader when they get this content. But you can certainly feel the blank stare when you Hit Publish. It might look like this:
- You send out an email newsletter, ask for a response and no-one replies
- You launch a new product, send a link to your sales page and get no bites
- You send out a brochure or pitch about your services and no-one calls you back
That my friend is the equivalent of a content ‘blank stare.’ People are reading your content, but you get the feeling that they don’t really ‘get’ the wonder of what you do. Annoying.
I’m going to give you 2 questions to answer, and 2 key areas to focus on before you Hit Publish to help you beat the blank stare and increase your audience engagement.
Tune in to find out:
- Why the very expertise your customers love, can hold you back when trying to sell what you do
- The 2-step writing habit you need to develop whenever you write about what you do (most businesses stop at step 1)
- How to use these 2 steps when writing about who you are and what you do to reveal elements that really captivate your readers
Listen to Hit Publish below ...
Doug Francis says
Excellent podcast! You really had me thinking about the message that I was delivering on my homepage, and totally inspired me to apply the two-step message.
I’m in a competitive business (who isn’t) and I feel the new sales message will impact readers.
My site does generate about 75% of my new clients year over year. Most have been doing extensive research and come to me after they have narrowed down their search and need a specialist.
Anyway, I’m a new fan of Hit Publish!
Amy Harrison says
Always excellent to meet a new listener Doug!
As a specialist it’s even more of an opportunity to let people know how your specific expertise will impact your customer’s life.
Good luck with the changes and keep us posted on how you get on!
See you in another Hit Publish soon. 🙂