Where is your customer at?

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Writing for the Right Reader: Where is he/she at in using your product or service?

When you are adding content to your website, you (or whoever is writing for you) should be able to describe the person who is likely to be looking for your product or service. The content you add should talk directly to that type of person (or those types of people, if there is more than one description) for the best effect.

If you have a lawn service, for example, it may be that most of the people who contact you to start service are female, and the household tends to have a certain level of income so they can afford to hire a lawn service. There may be certain neighborhoods that have a heavier proportion of lawns that are serviced by outside companies.

If you have a bike shop, you may have multiple categories of customers. You may have a great selection of mountain bikes, road bikes and children’s bikes. You may have staff specially trained to focus on each type of sale. You will need to understand the buyers in each category and appeal to each of them with custom content addressing the needs of each group.

Are they Users? Buyers? Researchers?

You also need to understand where they are at in the buying cycle. For a higher priced purchase especially, most people browse repeatedly before they buy. By building in a robust feature that lets people browse and research without commitment, you can appeal to this pre-customer.

For a buyer, a feature that lets a person build a custom bike just to their liking helps people create that dream in their minds. That service may just cause them to walk in your front door when they are ready to buy. I like the way that car companies let you build your dream vehicle online. (I just visited the Ford Motor Company website and compiled my dream pickup truck. My only complaint was that the site did not update the image as I added features. Now I just need the $32,000 to make my dream come true.)

If they are already owners, they may need help maintaining their purchases. You can appeal to these customers by putting repair manuals online, by providing an ideal maintenance schedule they can download, by offering Frequently Asked Questions (FAQ) for repair of their bikes, a price list for routine maintenance and other features. You could also ask people to sign up for a seasonal alert service – you capture email addresses and send out reminders to get a tune-up in the spring or tips on storing a bicycle over the winter. You can also offer notifications about local bicycle races, and even new shipments of popular bikes.

A bicycle owner who has a high-performance road bike may want to hear about races but a mom buying a child’s first bike may want to hear about safety classes.

Also Contributes to Search Engine Optimization

Here is the REAL point of working out where your customers are at in the buying cycle. If you do create customized content for the different types of people who will be looking for your products or services, it’s pretty automatic that you are going to also be creating quality content in the eyes of search engines. And this is the Age of Quality Content. Every search engine out there is refining their operations to offer the most relevant content possible to keep people from switching over to another search engine.

If you are doing your own writing, keep this in mind. If you have someone else write for you, make sure this is foremost in his/her mind. Search engines will like it – your customers and potential customers will like it – this means more business in the door by way of your website.