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Is your customer struggling with writing their own content?

Why people struggle writing their own web content

Avoid the facepalm with your projects

While we love it, we understand most people find writing to be a major chore. Especially when people have to write about their own business.  

Organising the time (and space) is just the beginning for your customers. They also have to figure out what they will be writing about – what is necessary and what is excessive? What is captivating to read and what is blah?

Throw in the additional curveball of “writing about yourself” and your customer can already feel the waves of groans and sighs rising in their throat.

Suddenly, the bedroom wall that needed painting two years ago becomes the perfect distraction for your customer.  Anything to keep them away from writing about their products and services.

But why is writing for your own business so difficult? Surely your customer should be the perfect person for the job, right? They know what they offer, inside and out.

Why are most people seemingly allergic to writing about their business, particularly online?

While there dozens of reasons why people struggle to write about themselves, here the top three issues we regularly hear from people wanting to create their own web content.  

1. Finding the right format for web

As you have probably noticed when reading articles online, the content isn’t laid out like a novel – there are no big paragraphs or massive blocks of words.

It’s skimmable. The content is broken up with subheads that
grab your attention; and

tell you what lies beneath.

It should be easy to read, easy to know what the landing page or article is about.

Web content is not a dense essay or a complicated manual.


Additionally, crafty businesses also understand and recognise the importance in performing regular reviews as web writing styles – much like fashion – can change from time to time.

What was in fashion two years ago can now scream outdated.

Much like someone’s wardrobe, it’s important to review what is shown to the world. While there will certainly be ageless classics – always good to have a good pair of jeans – you might find those turtlenecks might not be the right look anymore.

Or ever.

2. Writing for the right people

Who is your customer’s target audience?

Yes, we know – they wish it was EVERYONE.

But this is a trap businesses often find – they write broadly, disregarding their target audience as they do not want exclude anyone. They do not want to miss opportunities.

The fact of the matter, however, is that they are not going to be able to make everyone love them. It’s just impossible and a huge waste of time. Think about how much time and energy they’ll waste trying to write a paragraph – let alone a whole landing page – for a general audience in the hopes that they excite them.

Your customer will end up sounding like that desperate guy in the bar using the same line on every girl in the room. Don’t let them be that guy – they’re better than that.  

Instead, they should always write for their customer persona.

They should create a profile for each type of customer they’re trying to reach so they’ll know exactly who they’re talking to.

If their target audience is a businessman in his mid 40’s, then they better make sure they mean business, man.

If their main customer types are active women in their 30’s, incorporate topics and issues important to women who exercise often.

Use WHAT your customer knows about WHO they know to accentuate the connection with their target audience.  

3. Writing about yourself can be annoyingly scary

Perhaps the number one reason why most businesses dread writing their own business content is the fear of looking foolish to everyone.

Although it may seem silly to admit, the situations in which we’re forced to write about ourselves can be scary.

Think about writing a cover letter – you are probably aware about how hard it is to write the perfect cover letter that will make you stand out above all the rest applying.

What if people think I’m a try-hard?

Or what if they think I’m boring?

Or, worse, what if the person reading this thinks I’m not worthy?  

This trickles down to writing about your customer’s business.

How does someone sound genuine and qualified?


Beyond getting the format web friendly and knowing their audience, most businesses struggle with this issue.

The best way to cut through the awkwardness and self-doubt is to get a team involved who can help pinpoint the best and most authentic aspects of someone’s business.

Relaying to someone how they want to be perceived – highlighting their achievements and aspirations in a natural way – and having them create the content will help streamline what makes their business truly stand out from the crowd.   

Is your customer struggling to write their own content? Do they suffer from any of these three issues, or perhaps a combination of them? If your customer needs help streamlining their content, get in touch! We’re here to backup your design with words that make an impact.

Image above courtesy of Purwanto



 

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