So you’re creating content for your blog or website or whatever, and you’re trying to be very detailed and precise.
Except… you’re hating every single minute of it.
Let me tell you a secret: chances are if you’re not having fun with your content, your audience can tell. It’s like Ben Stein in Ferris Bueller…everyone can tell he’s not engaged (Bueller? Bueller?) In the movie, it makes a great joke. But you don’t want your business to be so dry that it becomes a joke.
Now, I’m not saying that your content should read like a summer camp counselor wrote it. But most small business owners love what they do – let that love shine through. If you hate writing, that’s not a problem. You can always outsource it. I’m sure you’ve got a friend or relative that is a great writer who can read it over to let you know if it reads ok. Or, if you want to avoid loved ones, you can always hire someone to write or review it for you (wink, wink, nudge, nudge).
Too often, we see websites that are so technically detailed that consumers are left scratching their heads. And yes, your website content should highlight the features you offer as well as the benefits. But you simply can’t leave your customers bored, confused or intimidated. Sometimes they’re afraid to contact the business because they don’t want to risk looking dumb. There’s a fine line between sounding like an expert and confusing your customer or making them feel clueless.
Ultimately, people are more likely to want to work with you if your content makes it sound like you are pleasant and easy to talk to. If you’re someone people think they could be comfortable with, that’s a huge competitive advantage. Make sure your website makes you seem knowledgable but also approachable.