Are there times when you sit looking at the computer screen, knowing you have to create some content for a newsletter or blog post, but aren’t sure where to start? You know you have to get something in before the marketing department starts yelling, but the phone is ringing and you have to get the junior clinic started?
It’s a common problem, but looking closely at your features, advantages, and benefits (FAB for our purposes) can shed some light on not only where to start, but how to stay focused with each of your messages.
If this is something you’re struggling with, keeping these four D’s in mind may help you get back on track…
A key point is to keep this part customer focused. When looking at features, advantages, and benefits, be sure that you’re not mixing in advantages or benefits that you as a business get from a particular feature.
For example, you just got a brand new POS system that your competitors don’t have yet. Fantastic. Now you get to spend 57 hours learning it.
There are benefits though, but only one we really care about from a content standpoint. The benefit to you is that it will enable you to spend less time managing data. But your customer doesn’t care. The benefit to tell your customer is now you get to shift that time you’re saving to focus on him and provide a better level of service (even if that means searching for his lost wedge – again).
Keeping this distinction in mind when writing your post (step 4) will make things flow much better.
Once you have your FAB’s, try to distill them down to two or three key ideas. These will form the basis of what your business is actually about from a customer’s perspective. You can even build or revise your mission, vision, and mantra around these ideas.
You might come up with the themes of “family friendly experience,” “enjoyable course for every skill level,” and “player development-centric.” You now have three ways to tie back any blog post or social media message created, and keep it focused on what your core business is really about.
The next step is to brainstorm all of your topics for your content. These could be anything from “instruction” to “maintenance,” or “rules” to “equipment and apparel.” Then drill down and come up with half a dozen post ideas for each topic.
If you do this right, you’ll have more than enough for your annual content calendar.
The last step in this process is actually designing or creating the post. Take a blog topic. Now, refer back to those themes that you came up with. It should be crystal clear what the focus of that post should be about.
In our example, you’ve determined that your facility is known for creating great family experiences. Next, you can write a post within the topic of “rules” that talks about what the handicap system is, why there are different sets of tees, and how a family can have fun playing those shorter tees.
See how that works?
It allows you to write on a topic, stay focused on your brand’s core values, and deliver a call to action to generate revenue in a specific area.
While the FAB process does take some time and collaboration, it’s much easier than staring at that blank screen. And having a message that’s customer facing instead of the typical “look at how great we are” post goes a long way in building trust and giving your customers the value that they’re looking for. You’ll also have more time to hunt down those rogue wedges.