Three Questions That Lead to Brilliant Content

I think we’re all agreed that why is the most important question you can ask yourself as an entrepreneur. It’s the question that inspires you as a business, and as I explained in my last blog post, it’s the cornerstone of brilliant marketing content. But there are three other important questions to ask yourself that will help you understand yourself and to create content that speaks to your customers. These questions are what, who and how.

What do you offer?

It’s important to be able to tell people what you do. We get asked that question a lot, even in social settings. But it’s not just about what you do in general, but what you do for customers. Identify the goal you want to achieve for customers and tell people what that goal is. Don’t just assume they’ll know. For example, you could say you’re an accountant. But wouldn’t it be a lot more interesting if you tell people, ‘I can solve your money problems,’ or ‘I can make numbers work for you.’ When you’re creating content, use your what to show people what you can do to make their lives better.





This is an animated infographic with the words What and When printed on it in 3D capital letters. To the left, there’s a question mark, and to the right, there’s a drawing of a man with a  speech bubble coming out of his mouth, but no words on it. On the far right is a signpost pointing in two directions.. Image credit: Finola Howard.

The What question can also cover what you value. In your content, you can talk about the values that are important to you in running your business and how these translate into great service for your customers. Write a list of the values that most matter to you and brainstorm about how you bring those values into your business. For example, creativity is important to me, so in my content, I tell people how I bring out their own hidden creativity through my training. Through your content, you can demonstrate to people that you run your business according to clear principles and that you know what you’re about. And people will be impressed by this.

We explore these what, how and who questions in my content training course for business – take a look.

Next Question: Who

Who will benefit most from what you offer? Of course you’re going to say everybody, but there’s usually one group of people who’ll benefit more than others. Or there may be different groups of people who will benefit from different products that you offer. So, it can be helpful to have a broad brush-stroke idea of who they are. You can keep those people in mind when you’re writing your content, and you can write content that shows them you understand them and can help them.

Final Question: How

We all want to be different, and your how will help you show your customers what makes you different. The how question centres on how you deliver your service. How do you go the extra mile to deliver brilliant products to your customers? How do you personalise your customer service with little extra touches? It’s a great question to consider if you’re in a very crowded business field, like coaching, or you have to follow a set process to deliver your service, like a solicitor or accountant. You can create content that tells people about the free consultation sessions you offer to help them make up their minds, or the ebooks you offer when people sign up to your service.

Your how also centres on how people will feel after they’ve used your service. You may have heard the saying, that we don’t always remember what people do or what they say, but we’ll always remember how they made us feel. Some businesses tap into feelings more than others – people who produce crafts or beautiful food will fill their audiences with delight. But a finance broker can offer people relief and peace of mind knowing that the future is secure for themselves and for their families. Appealing to these feelings we all have is another important way to differentiate ourselves from the others in our market.

What questions do you ask yourself about your business? Send me an email on derbhile@writewordseditorial.ie and we can explore them together.

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