When you are launching a new business, a startup or building a new website; developing content is often the most limiting step of the process. I have heard many times from business owners that they want to rebrand or build a new website but don't have the time to write the content. Many people do not find it appealing writing about themselves or their business but if you follow these steps early in the process of starting up, it will make your life easier having this content handy for when you need. Think of this as your content packing list, once it’s done you do not have to write content for a while.
1 - General description
In a paragraph or two you have to answer five questions that prospective customers will be wondering.
- Who are you? (name)
- Where are you? (location served)
- What do you do? (product or service)
- How do you do it? (your process)
- Why are you doing it? (your meaning)
The most difficult questions to answer are usually the why and the how. You really need to summarize why you do what you do and how your process is unique. That’s what sells. This is the description that will go on all social media accounts (keep in mind it may need to be trimmed for certain accounts), website homepage, and should be your elevator pitch, be ready!
2 - Positioning Points
These are 3, 4 or 5 points on why and how you are unique and different than the competition. Take the why and how from the general description and elaborate. This is one of most important pieces of content you will produce. Do your market research and discover why and how you are different than your competition. Each point should have 1-2 word title with a positive meaning (ie. fast , convenient, etc...) with 2 -3 line description of why that is important for you clients. This will have its own section on your website and can be used on print material as well.
3 - Sales pitch
Sales pitch incorporates the general description in step 1 plus a few tailored benefits for the company or individual you are trying to influence. Use this in cold emails for potential clients, but do not forget to do research on them first and add a personal touch. Reach for your positioning points that you think would appeal to them if you need to. Never mass email, it is too spamy and almost never works!
4 - One-sentence description
Sometimes you will have to describe your company in one sentence. It takes a while to make it concise and trim it down, but it’s always good to have this handy. Can you explain what you do in 1 sentence?
5 - Product/Service description
Simply list all your products and services. Try to use unique photos/icons discussed in step #7 and write a paragraph or two about the service/products. In the description, always mention the value it will provide to your potential clients (the decision makers). Remember give enough information but not too much so you can get contacted for further information. You want your client to decide to call you that day, not to decide on your product/service (unless you are e-commerce). This will be on a separate page of your website and for any print and digital material.
6 - General company background and motivation
2-3 sentences where you will explain when you were established, the motivation behind starting the business and goal/mission of this business. This will also go on the about us section and can be used in the future in brochure and social media posts.
7 - Team background
Keep this to one short paragraph for each team member. Introduce the team members, explain their motivation to being involved in the venture, discuss their relevant experience and add a personal touch such as interests and hobbies. Be creative with the personal touch and make it appealing to your target audience. At the end of the day, people do business with people they like. This paragraph will go on the about us section of the website and use it to update your personal LinkedIn profile description.
8 - Pictures and graphics
Before you start designing a website or a brochure you must have some photos and graphics that are consistent across all your channels. Think of a creative theme and stick with it. Use websites such as istock.com or Unsplash (Free). Download and choose 7-8 images and some icons that you can use to describe services or products. These will also go on social media channels, brochures and social media posts in the future.
9 - Slogans and taglines
This is a short sentence or phrase that will explain your motivation and value you will provide. Take your time with this one and be creative because this will stick with your business for a while. Use it across social media channels, website and business cards. Famo
10 - Contact information
Your full name, address, number, position in the company, website address and links to all social media channels. Use this on social media channels and in your email signature.
Now you have basically everything you need to produce any marketing piece, build your website and start selling you products or services. Content is key and all you have to do now is copy and paste your content and don’t forget to add that personal touch. Make sure you have your content in a central location and available to all your team members. If you are struggling with content and need direction or would like a few examples, feel free to contact us and we will be more than happy to help.