Learn the secrets of writing power content with relevance and clarity, and get your message understood. 

Writing power content is all about finding the best way to package your message so that the reader immediately sees how it is relevant to them and it is understood with your intended meaning. 

This technique can be used for simple and complex messages; the more complex the message, the more comprehensively packaged the message must be. 

The diagram below outlines the steps involved in getting your message across to the reader. To depict these challenges, I have chosen the analogy of a vehicle trying to deliver a parcel that travels on a certain quality of road, through a thick fog. 

The vehicle represents your intentions behind the message, the quality of the road represents your level of authority based on trust and status, and the thick fog represents the environment and shared experiences used to communicate your message. 

In this analogy, choosing the right vehicle to travel on the smoothest road in fine weather and in a familiar environment would all increase the chances of a successful and efficient delivery.

Create the Environment. 

The reader will find your article relevant if they apply their own experiences, perception and inference to obtain conclusions that matter to them. 

By describing an environment with scenarios you anticipate the reader will be able to relate to, you can create scenes in their minds eye that allows you to demonstrate or unfold your message at the peak of their expectations and hence delivered with maximum impact.

Influence using impartial or persuasive techniques.

Impartiality

Offer impartiality by setting the scene as you see it, ensuring that your motives are completely transparent. Reason with current opinions and offer alternatives. Empathise with the reader by comparing your views with others. Summarise and show understanding for the readers concerns by dealing with objections. 

Agree outcomes by stating your conclusions and suggesting the next step. 

Persuasiveness 

Persuade your reader by stating your views and outlining the benefits you offer. Link these benefits with your passion and motives and show concern for the welfare of the reader. 

Position your arguments by describing known problems and how they are currently solved, explaining why your solution is better. Clarify common goals and provide new information that supports your argument. Be willing to reason and compromise with your reader. 

Explain your motives and why you offer these solutions. State your obligations and any promises to deliver the stated results.

Describe the Destination.

Using the environment you have created, wrap-up and conclude your experiences and summarise with the new found benefits. Reiterate the message and explain why your intentions make the message relevant.

Become proactive and improve communication with a messaging strategy. 

When combining newsletters with auto-responders, you will have the ability to build credibility and trust with your customers and prospects.

How to Use Auto-Responsers. 

Using a tool to automate the process of responding to enquiries will enable to you deal with enquiries much more professionally, improve your sales conversion rate and ultimately save you hours of work.

How to take your prospect along incremental steps to help differentiate you. 

When your prospect is looking for more information about a given product or service, they may not be ready to buy, but will be open to advice and persuasion.

How to Create Explosive Growth with Back-end Marketing Strategies

By nurturing your customers, you will begin to form strong relationships with them. This will allow you to make available increasing levels of value as the relationship grows. Your back-end marketing strategies can be viewed as a funnel of trust layers of additional value you make available to your customers as they begin to trust you more. 

Starting from a customer who has just bought from you for the first time and working down to your perfect customer who has implicit trust and buys high value products and services from you, you can determine between 4 and 7 distinct layers of your trust funnel. 

Build trust layers and create products and services around them

For each trust layer, build and shape specific products and services tailored to the customer type and the level of value they will appreciate. Give, share and serve at each layer everything you are able in order to educate and improve your relationship with them. Their trust will increase and will eventually become more interested in the products and services in the next trust layer, and will buy higher value services from you.

Develop products and services around your trust layers.

As you work in your marketplace and develop products and services around your trust layers, you will be able to offer stepped value services and make available enhancements if the customer is ready to buy.

In order to build a good relationship, you need to communicate regularly and spontaneously. 

The reasons for communication could be any of the following: 

GIVE: 

Think of innovative ways as to how your products and services can help their business.

SHARE: 

Highlight an interest in their business by sharing new information.

SERVE: 

What more can you do for them? 

The method of communication can be: 

• e-newsletter email 
• auto-responder lists for specific offers 
• personalised letter
• telephone 
• booklets or reports 

While your marketing messages are communicated automatically using regular newsletters and auto-responder emails, your customer is being carried along a value information path to educate them using impartial information. At the same time, you are providing solutions through your products or services. Any enquiries made as a result of this communication will be followed-up to encourage the customer to move down the trust funnel.

How to Take Control of Your Customer Relationships and Determine your Quality Issues

Having a process to build good relationships with your customers and prospects will make business communications easy and turn your customers into great customers. 

A great customer or prospect will be someone focused on the results, have an understanding of your unique systems and processes and know that only with you will they will get a higher level of service or better product than from anywhere else. 

This exercise is performed by analysing your existing relationship with each customer or prospect type and reviewing their existing or perceived qualities. By comparing their current qualities with the desired qualities you wish they had, you can derive your 'quality issues' and plan a method of moving them from where they are to where you want them to be.

A new way of thinking about managing the growth of your website. 

As your website evolves, your information architecture will be required to manage the three areas of influence:

• Graphic design changes will be implemented to keep your website synchronised with your branding and style guides. 
• Content will be added to your website to help inform your customers about your latest products and services. 
• Customer interaction, such as ecommerce, personalisation and application style features, will be added to reflect the current demands and expectations of your customers.

How to Develop and Build Trusting Relationships with your Customers. 

All business relationships will share an element of risk during a transaction. The level of risk a business is prepared to take will depend on the perceived trust between the provider of services and the requester of services. 

This is particularly critical in situations where the provider cannot be forced to co-operate in assisting or delivering services to the requester. It is in these situations where trust is a valuable quality and will greatly influence the likelyhood of a satisfactory transaction.

How to Derive what Your Visitors Want to Know and in What Order. 

Question Zoning aims to improve the quality of communications with your visitors and hence improve the level of success you are experiencing from your website.

How to classify your articles, enable automatic internal linking and improve the navigation of your website.

Making the content on your website highly visible and accessible from almost anywhere within your website will mean that your visitors will be able to decide where to navigate. This ability will probably be the most powerful feature of your website.

How to Determine the Most Desirable Benefits for your Customers.

The purpose of deriving customer benefits for your products and services is so that you can outline the delivery of results the customer wants that are specific to them. 

Unless you have benefit-led information that is targeted to a specific customer type, you will be not be able to explain why you have the best choice and can provide all the reassurances they need to make a decision. 

With targeted benefit orientated information, you will be able to educate your prospects and customers with your unique methods, processes, products or services, as they will see immediate value in discovering more. The result will be that your customers and prospects will become better educated and value the service your offer.

Once you have built up a trusted relationship with your customers, you will experience easy and enjoyable business with them. 

You will be able to communicate your passion and work with customers that use your products and services as you had intended. Only with a trusted relationship will you be able to deliver the value and results you have promised. But trust only comes with a growing relationship bonded with regular and reliable communication. 

To build trust, the challenge is to carry each of your customers along an evolving path that continually delivers appropriate and valuable information. Regular and reliable communication can be managed using a CRM (customer relationship management) tool. However, to receive the trust of your customers you will need a way of managing the information you provide.

The information within each layer will be to help the customer adjust to your methods and will require ongoing support. 

• Trust Layer 1: New customer 
• Trust Layer 2: Adoption of basic products and services 
• Trust Layer 3: Mastery of products and services 
• Trust Layer 4: Adoption of methods 
• Trust Layer 5: Strong client/supplier relationships 

Starting from simple impartial advice, you can build your first layer by introducing packaged products and services that offer compelling value. You can then develop your layers using the suggestions below:

There may be some products that are out of reach or not currently relevant for some customers. 

Your products and services can be used throughout all your trust layers, but there may be some products that are out of reach or not currently relevant for some customers. 

Decide which products belong in which trust layer using the list below: 

• Consider your product types in terms of repeat orders (consumable?), seasonal or periodic, or once only product orders 
• Consider your product types in terms of a hierarchy, a tiered sequence or optional add-ons 
• Break down your products into their basic essential elements and devise upgrade paths 
• Introduce additional products and services that build on existing achievements 
• Offer samples or basic introductory packages that complements their existing solutions but enables them to move to the next trust layer

Develop offers that are specific to a given trust layer. 

The offer should either be packaged add-ons and products relevant to this layer, or introducing samples of the next layer. The banded customers in this layer will value this offer and take it seriously. 

If this offer was broadcast to all customers, it would not be surprising to recognise that the customers in the lower layers would ignore it and see it as a sales drive, and the customers in the higher layers would ignore it as they either already have it, or have previously chosen to dismiss it. In both cases, the trust you have built up will be lost on these customers.

Here’s how to get your marketing organised, bring clarity to your existing strategies, and maximise your potential by creating an effective marketing hub

Imagine if you could put in one place, the best possible response to every enquiry you get, and the best possible targeted marketing copy you could write to attract your best customers. This carefully crafted and smartly written material would be your marketing hub. 

What you’ll get is peace of mind that all your bases are covered, and feel assured that your marketing strategies are moving in the right direction. By creating your marketing hub, you’ll be taking the first step to building a coherent internet marketing strategy and developing a professional website designed with a purpose. 

What’s more, you’ll find out how to build a powerful portfolio of marketing material that targets each prospect type and the respective decision maker with the best possible benefit oriented copy. With a powerful marketing hub, you’ll benefit by being able to identify and categorise your prospects and build clear paths to funnel each type into your business.

Use the columns in the table below to outline your relationships with each marketing channel. 

Relationship:

Indicate the strength of relationship from one extreme to the other: 'them seeking you/never heard of you' to 'them seeking you/existing customer' and 'you seeking them/existing customer' to 'you seeking them/never heard of them'. 

Marketing Channel:

Indicate the market you are involved in. 

Method:

Indicate the specific instance of how you intend to approach the market. 

Tools:

Indicate the tools and resources you intend to use to approach the market. 

By examining each marketing strategy, you’ll get a comprehensive list of all your prospect funnels. You’ll be able to see at a glance where your current strategies are working and where some need further focus. 

For each marketing channel, the challenge is to measure as best you can to determine its success. The idea is that you find ways to improve the successful campaigns, and drop the bad ones. If you can harmonise your marketing strategies by integrating them into your website, you can use the website to measure the success. 

By analysing your existing customer base, you’ll increase the efficiency of your marketing by tailoring it towards your top 5 customer types. Not only that, but by analysing the decision making process of your customers, you’ll be writing your copy for the people who actually make the buying decision. 

Unless you constantly review and improve your strategies, your competition will corner the market with smarter and more responsive marketing. If you’re not in control of all your marketing strategies, you’ll not only be wasting your marketing budget on the wrong strategies, but also failing to maximise your potential using the right strategies.