When creating marketing content, you want to leave your customer with a good impression of you and your business. After all, a customer who respects the business is a customer ready to buy from that business.
You may believe achieving that result will take some special writing wizadry, but in actuality it’s a simple effect to achieve. Just maintain a positive tone!
The Power of Positive
Customers tend to be more receptive to positive content. Successful content marketers will tell you that negative images, even if directed at the competition, can still cause an association in the customer’s mind with your business. Conversely, positive images also form an association with your business.
That’s why a funny .gif or video is never remiss on your Facebook page or blog. It may not be talking about your company, but the positive feelings it generates will still be associated with your business.
But what about your writing? How do you write content that shows all the ways your business is better than the one down the street without making an explicit comparison?
Keep The Focus On What You Do Well
Write about all the things that you do well. For example: a local florist knows that big online flower stores require customers choose from a set of preselected floral arrangements. But rather than call out the impersonal nature of such a selection, she can comment on how her services allow for personalized customization.
By showing that she can make arrangements which speak directly to the customer’s need or the intended recipient’s tastes, she has effectively set herself apart from the online store without appearing to say anything negative about them in the process.
Staying positive isn’t hard. It just takes a little thought organization. Just remember that for everything negative you want to convey about your competition, it can better be said by focusing on something positive about yourself!
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