Own Your Niche: Write Like a Boss

Here’s the thing: you’re not a born writer.

You know everything there is to know about your industry, but “owning your niche” in the virtual world has you dumbfounded. When you sit down to put proverbial pen to paper, you freeze and shrug it off. Actually, you’d rather check out the Daily Deals on Takealot (you’re secretly hoping the Nutribullet is on sale).

The problem with not creating content is that we are living in an age where consumers are looking for thought leaders. 77% of Internet users read blogs regularly, making this an excellent way to get your audience’s attention. After all, 70% of people prefer learning about a company through an article than an ad.

Starting to see the importance content plays in your sales?

It’s time to pull up your frilly socks and claim the title as premier publisher of industry related content. Here is our guideline to creating kickass copy that sells.

1 Know Who You’re Writing To

You have to walk a mile in your consumers’ shoes to understand them, know what motivates them, where they hang out and how they like their eggs.

What are their interests and pet peeves? Knowing little details makes your content less blah and more oooh.

Do your research and create the perfect buyer persona. Are you talking to Jenny, aged 58, who’s recently divorced and interested in Tai Chi? That’s awesome; it’s your objective to create content tailored for her.

2 Be Current, Stay Current

Want to be top of your field? Read industry related news every damn day. The more you know, the more capable you are of understanding your consumer, and creating valuable content that offers solutions to their problems.

And don’t stop there. The best content creators are curious, and investigate subjects that their audiences care about. Learn from others, and connect the dots to understand how you can enrich your audiences’ lives even more.

3 Write Like A Pro

If you’re not a professional copywriter, you have to do some work to get so close no-one can tell the difference. The internet is a plethora of information on every possible subject. Sites like Lynda.com, Skillshare and Udemy are great platforms that can teach you how to write fabulous copy.

The more you write, the easier it’ll be to let your voice shine through. Copywriting is not about perfect grammar and using big words. It’s about communicating your idea in the most natural way possible. Use industry related jargon, but don’t drown your piece in it – unless your audience is rocket scientists.

4 It’s Not Me, It’s You

“I love reading content all about you”, said no-one EVER.

Don’t love yourself so much it borders on obnoxiousness. If you create content revolving only around you, you’ve given your audience a one-way ticket to Snooze Town.

Make it about them. Help them.

When you start talking about yourself, you’ve lost a golden opportunity to prove that you understand your audience and can help them solve their challenges.

5 Justify And Quote Smart People

Just because you are trying to be the thought leader in your field doesn’t give you permission to make sweeping statements. Reference your studies, statistics and publications.

Plus, by associating your content with smart people, you are transferring their knowledge to your content, and ultimately your brand. This showers your content with an extra layer of authenticity.

For example: Good journalists know that they must interview eyewitnesses, authors or professionals to get the best story. This is no different when writing great articles – you have to consult other professionals and stand by them.

Knowing the importance of good content, it’s hard not to be a little stressed about creating it.

The best piece of advice we can give is to “think like a prospect”. Do this and you’ll put yourself in the best position to create something special.

Leadership Redefined: Millennial Proofing Your Small Business

Hi, my name is Lauren - and I’m a Millennial

...there. I said it.

And I already know what you’re thinking...

You’re one of those whippersnappers who grew up with the Internet and post narcissistic “selfies” on Instagram. Ha! Wait until you enter the real world.

But, take a look around.

Tsunami Millennial has already hit the workforce and it’s not going to slow down any time soon. In fact by 2020, PWC believes that half of our workforce will be made up of Gen Y’ers and Millennials. Just like social media hit our shores a few years ago, the new wave of change is breaking.

However, the destruction is not all that bad and just requires a couple of tweaks to your business strategy. Here are 5 tips to Millennial-proof your business in 2018.

1 Value Lies in Flexibility

Millennials value experiences and living a full life (Tim Ferriss’ 4 Hour Work Week is pretty much our anthem). And 4 in 10 millennials will likely take time off during their career, for relaxation or to care for their partner.

Adapt to the situation. Consider having a more flexible arrangement in your office. If your business allows for it, negotiating a work-from-home set up, which may give your Millennial employees the freedom and flexibility they want.

2 Career Changes Are Inevitable

Baby Boomers and Gen X’ers are loyal employees and in it for the long haul. In fact, there’s only a 10% chance of a Baby Boomer leaving your company within two years.

But, times have changed and so have the numbers.

41% of Millennials say they will consider leaving a job after their two-year mark and are expected to have 3 or 4 major career changes in their working lives.

In order for you to keep them around, have incentives and programs to keep employees engaged and excited about working for you. Check in with them, see what they’re enjoying and what they’re not. Consider revisiting business roles to keep it exciting and stimulating.

3 Always Be Communicating

Millennials want constant feedback - it comes with the need for immediate gratification. Do not wait for those quarterly performance appraisals - they don’t work anymore. Rather tell your employees what you’re liking and what needs improvement on a regular basis.

This doesn’t need to be lengthy, just a short and sharp communication burst. Let’s pass on the long, rambling emails and meetings as well - they waste their time and yours.

4 Let’s Get Digital

Millennials are digital natives. They grew up with the Internet and finding a coffee shop near me in Google is second nature.

Make sure your businesses have practices and procedures that embrace digital communication. Online collaboration tools are available in leaps and bounds and are inexpensive. Shop around and keep your thumb on the tech pulse.

5 Your Social Footprint Matters

Millennials are socially conscious in every possible way. I’m sure you’ve realised terms like organic, ethically sourced and slow fashion have gained popularity.

There’s no way Millennials will stick with a brand that doesn’t inherently benefit them or their clients. They want to know where you, as the business owner, stand on the creation and delivery of your product or service.

Likewise, there is a 23% chance Millennials will not purchase a product or service without a good social or environmental benefit. Make sure you are putting effort into your social footprint.

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