The bar you set for product development should be the same bar you set for marketing—especially content marketing. People should know what they can expect from engaging your content and how it will help them transform something about their life or business. This cannot be vague. It cannot be hyperbolic. If you want it to be effective (you do), it needs to be incredibly specific and measurable. People need to be able to know when the objective is reached.
A promise to help you live your dream life or “crush it” in business is not a promise that can be kept. It’s not a good value proposition. It cannot be measured.
This comes from a Tara Gentile post that totally opened my eyes to some of my own blind spots when it comes to writing and content marketing. I’ll be diving into all that throughout this week’s #365StrongStories posts.
In the meantime, I invite you to take a first step toward thinking about how to ground your stories in something real and measurable.
Take an incident or a moment of inspiration from your weekend. Something that made you say “I wonder if that would make a good blog post?” Write down a first draft that focuses on your thoughts and experiences. Then, walk away and come back and craft a second version that helps your ideal client “transform something about their life or business.” Be a bit strict with yourself. Cut away the fluff and refuse to be vague or hyperbolic. Be real and be helpful.
Send that second draft to me or tag me when you post the final version on your blog and social media!