Tasters from my forthcoming book
I’m publishing my book, Content DNA, as a paperback and ebook in April 2020.
Content DNA in a nutshell
Ahead of the release, here are some nuggets to whet your appetite. The following might not all make sense out of context, but it should give you a decent flavour about some of what I’m going to cover.
Identify your brand building blocks
You need 4–5 clear and differentiated building blocks, plus an anchor value to tie them all together.
Create a tone of voice (ToV) guide
Such a guide should contain practical language examples: “we say this” and “we don’t say that”.
Act consistently with your ToV guide
Your customers aren’t stupid and will see the joins.
Reflect snippets of your customers’ language back at them
People will identify with those who look, sound and feel the same as them.
Make someone your brand guardian
Words matter at all levels of business.
Create a “poison portrait”
I call my poison portrait the “salesy douche canoe”. I want to do everything I can to keep him from contacting me and wasting my time.
Long-form content still works
Consumers are bingeing on content more than ever. Short attention spans are a myth and are often used as an excuse.
People aren’t bored of long content: they’re bored of crap content.
Deliver memorable peak moments
It’s much easier and more powerful to nurture relationships with existing clients than it is to hunt for new buyers. Make sure your current clients and advocates feel loved, always.
We need pattern interrupts
But leave some room for surprise and delight. A splash of pink goes well with all that white paint.
People trust 4.2–4.5 star ratings more than a perfect five
Leading with flaws and authenticity can increase trust and shorten buying cycles.
Copycats aren’t influential
Sharing your own thoughts – even if they’re inevitably inspired by others – will keep you a step ahead.
The money is in the silent watchers
It can be easy to think that no one is watching when you first start creating content. It can take 30 months or more to become known in your space. Don’t give up.
Here’s a quick snippet of one of the interviews I did for the book. This one is with independent educator and social media star, Professor Ai Addyson-Zhang.
That’s the starter done. Fancy the main course?
I hope you found those nuggets tasty.
Hop on my pre-order list to reserve a signed copy of the paperback as soon as it’s released in April 2020. I’m confident it’ll fill you up.
🛒 Paperback and ebook versions will be on Amazon in April 2020.
I write the words that go on B2B websites: service pages, expert articles, case studies, you name it. I also offer LinkedIn profile critiquing and rewriting.
I'm a former software tester and quality assurance manager, and have been an independent writer since 2009.
Espirian Towers is nestled in a quiet corner of South Wales 🇬🇧
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