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Now that our competitors have caught on to content marketing we need to work harder to stand out from the crowd — one way to do that is to have a really unique voice, a persona that's different from the competitors, and attractive to our target audience. Brad shows you how to identify that target audience, find their online hangouts, learn about what they want to hear and then give it to them!
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FINDING A VOICE FOR YOUR WEBSITE
Don’t be boring, be more human, get more clients!
WHY?
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THE WORLD ALREADY HAS ENOUGH BORING WEBSITES
BETTER LOOKING, BUT STILL BORING…
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THERE ARE A MILLION WRITING BLOGS
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…BUT THERE’S ONLY ONE
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OVER 161 MILLION EMAIL SERVICE PROVIDERS…
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…& ONLY ONE
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YOUR VOICE SEPARATES YOU FROM THE CROWD
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IF THESE ARE YOUR IDEAL CLIENTS…
IF YOUR IDEAL CLIENT LOOKS LIKE THIS…
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OR MORE REALISTICALLY LIKE THIS…
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HOW?
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WRITE TO ONE PERSON…
• Write TO someone • Trust that someone is like everyone.
• Make your responses more personal
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SOLO SANDRAABOUT
Sandra is in her forties. She got laid off and looked for work, but couldn't find one. She would probably take a job if she found one. She works from home and not making as much as she did in corporate. ""
BUSINESS She's a reluctant solo entrepreneur. She developed expertise in her corporate career like finance/accounting/HR/etc and sells those services. She doesn't put a lot of time and effort into her processes because she's in the mindset that this is temporary. She's reactive vs. proactive.""
A DAY IN THE LIFE She does a lot of email, phone calls and networking. After the work day is over, she gets dinner ready for her kids. She never really "turns off" work, and will work through out the day/night and weekend.""
PAIN POINTS She never has enough work, but she's working all the time. She runs from crisis to crisis. She feels powerless and feels worried a lot of the time.""
VALUES / GOALS Sandra wants to be more financially secure. She wants to feel like she has it figured out. ""
INFO HUBS Sandra is on LinkedIn and checks out the articles that show up on her feed. She's apart of the Chamber of Commerce industry groups. She’s involved in other groups.""
WHAT SHE’S LOOKING FOR Sandra needs advice. She wants things to be easier. She's attracted to easy/quick tips and tricks. She's very money conscious and prefers to be spoon-fed information.""
COMMON OBJECTIONS Sandra is not sure that EnMast will work for her. She thinks it will be a lot of work which scares her off a bit. In order for her to buy, she needs to have someone/something make her feel bad about the situation she's in and that she can have greener grass.
OVERALL: "Sandra is not likely to buy. She's not our ideal target. She would be valuable in spreading EnMast's content to others. (Promoter)"
WHAT WOULD SANDRA LIKE?
• Write like I’m talking to her.
• Use words you would actually say!
• Show personality. • DON’T try to appeal to
everyone.
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WHAT: CONTENT OUTLINE
• Some portion of content should adhere to a theme (not all)
• Outline a book, chapters could be months
• Makes content more re-usable
OTHER ISSUES
• You can still news jack, just keep the theme going • Site voice is not the same as your voice
– You can have a different voice when guest posting
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