Valentine’s Day has come and gone, and even I can’t stretch out the "LOVE" theme any longer. But, I’m going to anyway. Ha! I just can’t help it! I love what I do and I love helping people build their businesses better with words!
So, as promised, today I’m going to highlight another project that I love and shine my spotlight on a magazine article I wrote for R.L. Brown, CPA. Although writing articles usually falls under the Content Umbrella rather than the Copywriting Umbrella, in this case, it actually falls under both—The Content Marketing Umbrella.
What is Content Marketing, you ask?
Great question! Content Marketing is any writing that Informs, Inspires, or Entertains the audience while also persuading them to take an action that benefits your business.
In this case, Brown wanted to help people decide whether or not they should hire a Certified Public Accountant for their 2021 Taxes. In other words, he wanted to share the benefits of using a CPA like him for filing taxes and other financial services.
To craft this article, I first needed to understand him, his business, the magazine, and his potential clients. I reviewed his previous articles and the magazine itself to get a feel for the overall tone and expectations. I also spent some time talking with him— learning about who he is, what he does, and how he helps his clients.
It was during our conversation that Brown posed an important question that helped shape the direction of the article, "Do you want to leave money on the table, or in your pocket?"
His question speaks to everyone’s pain point when it comes to taxes and finances— spending money to save money. By posing this question at the beginning of the article, I could draw the reader in to learn how they could keep more money in their pockets by hiring a CPA like him. The article laid out all the scenarios where a CPA could help someone save money and concluded with his contact information to learn more.
An indirect call to action at the end of the article fit with the magazine’s style and placed it squarely under the Content Marketing umbrella. It offered advice and an opportunity to learn more. That’s it. No flashy sales tactics, just a subtle call to action.
This type of marketing tactic can be very powerful BECAUSE of the fact that it doesn’t push for a sale. By giving value to the reader through free advice, Brown positioned himself as the expert who could solve the reader’s financial problems. This makes him trustworthy and increases the chances that someone would call upon him for help with their taxes or accounting.
Increasing sales and building a solid customer base isn’t about selling the most or being the cheapest— it’s about being valuable and trustworthy. Those traits will build your business for you. Clients come to you to solve their problems, and when you do, they come back again and refer you to a friend.
Rinse. Repeat.
Do you have a Content Marketing Challenge for me that I’m just gonna LOVE? Let me hear all about it! I love the challenge of learning about a business, showcasing expertise, and connecting people through writing. And, who knows, maybe your project will end up in a future Spotlight!
Welcome to my blog. Here I share tips for small businesses, copywriting tips, thoughts on marketing strategies, and fun ideas for growing your business.
I offer copywriting services for websites, digital marketing, print media, content marketing, and editing.
I'd love to hear how I can help build your
business better with words!
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Well, that was a fun read. And it's beautiful to boot!