What To Write About Besides Your Products & Offerings

As a creative business owner, most of us have been taught to talk about our work any chance we get. We’re either eager for our next customer or client, excited about our new journey of starting a blog or business or we just enjoy talking about our work a lot.

Often times, when we’re writing content for our business; whether it’s a podcast, newsletter, blog post or captions for social media, we tend to talk about the same topic every time we sit down to write - our business.

And, while talking about our business, products, services, offerings, and events is not a bad thing, I believe you are more than your work. You are more than your business and I think it’s safe to say that your story has more to it than what you’re selling to your audience.

If I’ve said it once, then I’ve said it a million times but I think it’s worth stating here again - people don’t buy from businesses they buy from people they relate to. Take a few moments to think about some of your favorite business and brands. What do they all have in common? What is it that you like about them? Is it their customer service? Their philanthropy efforts? The office culture? Or maybe something else.

The businesses where we choose to spend our money usually aren’t chosen randomly. We have so many options these days that we have the luxury of taking a second to make the best choice that suits our needs and how we feel. And, this is why it is so important to speak above and beyond what it is you’re selling.

It goes without saying that the work you do is important, necessary and valuable. And it is necessary to speak about the value and importance of your work to your potential clients and customers. But, what brings them to you is your product; what keeps them with you is your story.

For example, if I’m looking to buy a flight, I’ll always choose Southwest if I can. There are so many different airlines I can choose from - United, Delta, Frontier, etc. - but, if Southwest is an option for me that will always be the one I go with. This is because I truly enjoy the entire experience I have with Southwest. I like the way they give you the freedom to choose where you want to sit on the plane, the flight attendants are funny and personable and (maybe I’ve just gotten lucky) their flights have always been the smoothest for me.

When it comes to choosing a flight, it’s more than just booking an airplane to get me to my destination. And since I don’t enjoy flying, I’m really looking for the airline that will make the experience the best and most enjoyable as it can be - money aside.

So, how can we take my example of Southwest Airlines and apply it to your business?

Put YOU back into the story of your business.

What would it look like for you get from behind your work and start standing out in front of your business? How would it feel to start sharing more of your processes, ideas, thoughts, and questions with your audience? What would you need to do or say to be a bit more human in your content?

Because, if I can be a bit frank with you, there’s probably someone else out there doing similar work to you. Just like there are many other people talking about how to market their creative business online as I teach right here. So, the question is always - what would make someone choose your business/product/service/offering/event over the next?

And furthermore, what can you share with your audience that is authentic to you and your story while also being wildly valuable and informational for them?

The answers to these questions are what will set you apart from the rest.  This is the difference between getting no snacks on a flight and getting a choice of cookies or pretzels at no extra cost. (The free cookies & pretzels are always fun to get no matter how many times you fly!)

Can you share a bit more about your journey, processes, ideas, routines, rituals, etc.? How can you pepper these stories in between content about your work?

If you’re a bit stumped, don’t worry. I’ve created a super simple cheatsheet that takes the guessing out of this for you.

I’ve created the What To Write To Your Email List cheatsheet that has 12 email newsletter prompts that your readers will be interested in reading.

Just click below to download the cheatsheet for free.

I hope this is helpful in putting more of YOU back into your story!

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What To Write To Your Email List

12 email prompts to get you unstuck & writing letters your readers want to read