Sparkling, Brief Content Meets Clients’ Needs
Great content is something every business owner needs. Or, may not realize how needed it is. Who doesn’t remember Abraham Maslow and his Hierarchy of Needs from PSYCH 101? Beginning at the wide base of his triangle graphic, which detailed human physiological characteristic needs like food/shelter/clothing, most can recall the climb. We ascended the ladder in smaller increments to safety, then love and belonging, and onto esteem. And, finally, skyward to self-actualization where even the sound of the word self-actualization fairly glistened.
The same hierarchy can hold true for writing done for the web. Content can sparkle when it meets clients’ needs. Some entrepreneurs and small business owners run on very lean operations well into the first few years of business. With its ascending order, Maslow’s scaffolding can be readily applied as a business model to meet those needs.
So what do clients want in content to meet their online business needs?
- They want value in their marketing dollar. This basic need is true whether a company is starting out on a shoestring or is successfully established. Less words means less copy space needed to get a point across. Truly, less is more.
- They need security in the wording and phrasing. Customers want to feel confident in the way their product or service is pitched. Not too grand and elaborate. Not too austere or exclusive. Safety is found in a fresh offering of what the object or service can do to create a solution for a current or future customer.
- They desire to be recognized in their market. The content created for web marketing needs to feel familiar, appealing, and comfortable. Anything too stiff, formal, or overly-engaging does not draw the maximum customer base to the site. Selectively used SEO-driven text is what is needed here.
- They yearn for their company’s success. Building upon the esteem of a successful product, small business owners want the wording of each social media post, every blog and article, as well as all content pages on their site, to reflect the success they bring to the public through their commitment to excellence.
- They shoot for celebrity status through altruism. Businesses that are interested in their success are typically assisting others in their climb to the top, too. Writing that is encouraging seeks out stories of how tough times were overcome through perseverance.
Content can create the comfort, safety, recognition, power and success to reflect the sheen of hard work of its owners. And even Maslow would feel good about it!