Ask any professional with experience and all will tell you they have a good idea of their ideal client and know exactly how they think and what they want. But is this really true?
Sure most professionals will know the basic info about prospects like age range, position/title, geographical area and responsibilities. In communicating with this audience, all emails, voicemails, advertising and articles are designed to target this group.
But something BIG is missing.
Consider other factors both inside and outside the workplace that may be influencing business decisions. A single mother in her 20’s has very different motivations and emotional triggers than does a male in his late 50’s and an empty nester. Yet both may receive similar messages from vendors selling products and services.
Those professionals that can break through the noise and connect emotionally with prospects stand a better chance of having their messages heard.
BuildMyReputation.net, a service that helps professionals build and maintain strong reputations suggests making your articles and blog posts as specific and targeted as possible. “Even well written general business articles many times struggle to get traction and real meaningful readership“ says Advantage Business Magazine publisher and buildmyreputation.net founder, Brian Barquilla.
He advises even though business articles and blog posts tightly focused may have a smaller overall audience, the readers that do engage can be high value prospects for the author. The more laser focused the better.
He offers this example. Imagine for a moment you were that mid- 50 year old male business executive whose kids have gone away to college. Which article are you most likely to read?
- How to succeed as a corporate executive and make money
- After the kids move out, how to finish the last 15 years of your career and build wealth and legacy
Let’s try again. Now imagine you were that mid 20’s female single mom. Which article would appeal to you most?
- The challenges of being a woman in the workplace
- Balancing career, children and still find the love of your life?
We think there is a clear choice.
According to research firm, Netcraft, over 1 billion websites are online today and 140,000 added every 24 hours. We are bombarded with information and as consumers of content we are forced to skip past the loosely associated and zero in on content which can deliver the very best value in the shortest amount of time. Quantity is good, but quality and clarity is even better.
Reputationbuilder.net is a service specifically designed to help business professionals get noticed and position their clients as subject matter experts in their field. Reputationbuilder.net has a process that includes a discovery call where client’s motivations, goals and target audience are learned. Next they craft an editorial calendar of article topics. Their writers call the same time every month to interview the client to get direct quotes and other technical information. Lastly the completed and proofed article is delivered to be used in email campaigns and social media channels.
The client is left with original and relevant content designed to engage prospects and attract business.