To write, or not to write – that is the neverending question for your business online.
From your website to your blog to social media, there are always pitfalls, mistakes, and hurdles to avoid when deciding what to write, how to say it, and where to post it.
The last thing you want is to publish a page of your website jam-packed with detailed specs of your products only to find that potential customers are fleeing your site in droves. Or to find that, when you give just enough info to tell customers how to get in touch, they’re still not knocking down your door.
So how do you determine what’s good and what’s not? If you’re struggling to figure out what’s right to post, work backwards!
Here are a few quick guidelines of what NOT to write:
DON’T Write too much
Though the internet is full of information, too much at once can certainly be a bad thing. Long, bulky paragraphs turn into the Great Wall of Text, overwhelming customers that just want to learn a little about what you offer and whether it meets their needs. Keep it simple, focusing on the main selling points that make your products or services worthwhile and encouraging customers to get in touch to learn more if they’re interested.
DON’T Write too little
Where too much content can overwhelm, too little can just as easily underwhelm and turn a potential customer away. Make sure your “About” information on Facebook is filled out and descriptive of what you do. Ensure that your website fully explains your products and services in a way that answers customers’ questions and provides them with enough detail to know if you’re right for them. Write too little and they’ll turn elsewhere for answers. Just enough will have them calling you to get started.
DON’T Be boring
While you might find technical details fascinating and the inner workings of a machine crucial to a project, your customers may not. Dry or overly complex content — on social, websites, or blogs — may not resonate with your audience, leaving them bored. Of course, make sure you’re providing the details customers need to make an informed decision, but keep it light and friendly online.
Nobody likes false advertising. Unless you’re curing cancer, ending world hunger, or have won a Your Town’s Best award 10 years running, you should hesitate to call yourself the area’s best business for your product or service. Tell it like it is – why should customers come to you? Be descriptive of your business to interest your customers without resorting to exaggerations about results.
Especially true on social media, it’s important to keep a healthy balance between sales-y content and fun, lighthearted posts. On Facebook in particular, marketers generally stick to the 80/20 rule: 80% relevant, social content and only 20% promotional content having to do with your products, offers, and sales. Even on your website, you want to focus on why a customer should choose to do business with you beyond what you sell.
Now that you’ve got a taste of what NOT to do with your content, go forth and write great website copy, pithy blog articles, and witty social posts to keep your customers (both new and existing) engaged and interested in your business.