Shakirah Dawud

How's your content writing going? Remember not to write an advertisement. Write articles that relate to your Most Wanted Response (MWR), which should be clear to you before you write anything, because this is business, after all. If your goal is clear, it will be easier for you to get to it.

Write articles that convince your readers that you are the "primary source" of the content they are searching for. You don't have to be an expert; enthusiasm carries well, and some research and expert opinion to back it up really helps, as well. If you need help, let me know. I can polish, revamp, or start from scratch, depending on what you need.

Okay, now, who are you writing to? I keep repeating that you should know your audience because your item sells based on its perceived value to your visitors. If all your visitors are Star Trek fans and you're marketing sci-fi souvenirs that all turn out to be Star Wars souvenirs (no, it's not the same thing), both you and your visitors have wasted your time

and effort. Market specifically to people who are looking specifically for what you're selling. Don't try marketing to everyone or you'll lose everyone... unless you're Wal-Mart.

Once you know who wants your product - her personality type, lifestyle, even thoughts and feelings (depending on how specialized your market is, it is possible to know those things) - you can anticipate her wants and needs, appeal to her emotions, and show her that your product is specifically tailored to benefit her. You can only do this with your words, so make those words count. They are your salespeople, and it's much easier for a virtual customer to turn you down than a "face-to-face" customer.

So you have an MWR firmly in mind, and you have hundreds of ideas for content related to it. Now you have to develop a thumbnail sketch of the person who is looking for your products. Write down everything you know about her. If she's shopping for tires, what features is she looking for? What are the major concerns that tire-shoppers have? What mood are they usually in as they shop? Are they usually male or female?

Now tailor your content so that you are speaking only to her. If you think of thousands instead of one, you'll automatically begin writing impersonal television script instead of one-to-one copy. The more specialized your thumbnail sketch, the easier it is to write.

I'll let you go now. Tailoring your content to your ideal visitor will vastly improve your sales/visitor ratio. You'll see.

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