10 questions for more unique content Thursday February 7, 2019

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In copywriting, as in everything, most businesses want to stand out. But if you can’t balance big claims with credibility in your content, your special something will soon turn sour. It isn’t about finding the quickest, easiest way to sum up what you do,either. It’s a little more complex than that. So, how do you find and communicate what is unique about your business? I’ve written before that copywriting doesn’t just mean writing well. It’s about digging much deeper – not throwing in generic claims that could fit any other company, but looking for what makes you different. And, no matter how crowded your marketplace is, it will be there.

Try these 10 questions to start communicating what is unique about your business:

1. How do you solve people’s problems?
What process do you apply to what you do? Have a think about the unique steps you take to address the problems that affect your clients. This should give you a clearer idea of the “how” rather than just the “what” of your business. Include that in your copywriting process and you’ll have more substance about the individuality of your company. That could make all the difference between someone choosing to work with you and going elsewhere.

2. What do clients regularly say about how your service helps them?
Never underestimate the power of client feedback! It’s a great source for uncovering exactly what makes you unique. Take the time to read testimonials and reviews carefully, seeing if you can draw out any patterns. Are there any specific qualities that you feel clients often comment on? Look further than the more generic characteristics such as “reliability” or “high quality”, as important as these are. Search for the qualities and even the quirks which could bring more colour and interest to copywriting about your business.

3. What is it that excites you about what you do?
So, we’ve looked at what excites your clients about your service or product. But let’s get back to you. One big way to enliven your business content is to humanise it and share why you do exactly what you do. What inspired you to start your business? What kept you going through the challenging early days and the inevitable ups and downs of running a business? Focus on the positive, personal aspects that got you to the point you’re at today and aim to build those into your copywriting process. Your content will thank you. And so will your audience.

4. What do you do differently to others in your industry?
If you answer this question, you will have plenty of powerful messages to build into your content. Keep them in mind throughout the copywriting process and you should create unique copy, rather than generic wording. It’s worth taking some time to think about this. Is there something different or unusual in the way you started, the way you relate to clients or something else?

5. If you had to list five adjectives which sum up the way you work, what would they be and why?
Now, I know what you’re thinking. You’ve got enough to do with running your business and planning your copywriting approach without having to spend time on word games. But hear me out. This kind of exercise can be incredibly valuable in pinpointing the types of words and the tone of voice that you should use in your content. Is the way you work dynamic, fast-moving, focused around your customer’s pace or something else? By drilling down into the specifics, you can make your business content much more specific to you.

6. How did you start out doing what you do?
This question relates back to question 3 above. Again, it will give you more of a foundation when it comes to humanising your content and telling a story to engage and interest your potential audience. So, how did you get to this point? What was it that triggered the start of your business journey?

7. What were the key landmarks in your journey to this stage?
Again, thinking about the different stages of your business can draw some very useful messages about the way you work and the personality of your business. What were the significant moments of building your business? Think about particular stages that stand out for you.

8. If you’ve ever experienced a client moving to your service from someone else’s, what reasons did they give you for that change?
I know from my own experience with new clients that this can provide some really useful insight. What made your client feel like they needed to try a different service? What do they think are thebenefits of working with you? The choices that people make about services or products are complex. Gaining just a little insight could help add even more oomph to your business content.

9. What specialist knowledge do you have and are there any particular niches you love to work within?
An important part of avoiding creating generic content is to focus on what makes you different. So, instead of simply outlining what you offer in general terms, go for the detail. Share the specialist skills you have to offer. Communicate how you offer more selective, niche services. That helps to build a sense of exclusivity and added value which is very attractive.

10. Think about a couple of your favourite projects – what made them such a positive experience?
Stuck for ideas when copywriting for your business? Try going into the detail of what you do for inspiration. Think about some projects that you’ve loved being involved with – what happened and why did they make you happy? Then work that into your content.

Feeling special yet?

Discovering what is unique about your business can take time. You already have the answers, it’s just about finding the perspective to see them clearly. Uncovering them will help you create content that defines your business more powerfully. Giving it more impact, more definition and more of a response.

What could be more special than that?

Camilla Zajac, Green Light Copywriting, February 2019

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