So you think you can write your own website content huh? Let my tell you the number one reason that’s a mistake for any business: It’s because….you cannot be objective about yourself.
You cannot step outside yourself and your business to see it from your customer’s point of view or anyone else’s for that matter. You are too close to it, too immersed in it, to see it for what it really is. In other words, you are biased, prejudice toward your business, and that reduces your ability to be even remotely effective at writing something directed toward your customer’s needs, desires and interests. And without being able to do that, you will not succeed at gaining their interest, their trust and ultimately their business.
Let’s get one thing straight right off the bat: writing a blog does not qualify anybody to write website content – they are two entirely different types of writing with two very different purposes.
Anybody can write a blog – as you and I have witnessed on the internet on a daily basis. Blogs are very informal and can be written about anything, anywhere, by anybody. Don’t get me wrong, blogs have a good place in the business world, but only if you know the correct way to use one. Nobody cares what you made or ate for breakfast unless your blog is about eating, cooking or food. Over and over I see bloggers – usually business people who give it a try for about 6 months before they run dry of topics and get too busy to do it – that think their blog is just the cutest thing going on the internet. To them, I’m sure it is, but in 95% of all cases, they are the only ones who think that.
Every business owner thinks their business is the Cat’s meow; otherwise, they wouldn’t be doing it. But what if it’s not? What if you are the only one that thinks pink bobby pins (or whatever you are into) are the greatest thing since sliced bread? And you know what else? Most business owners are rarely ever objective enough to even realize when they are failing.
This article is not to discourage you from starting a business or thinking yours can make it; this is about giving you a little slap in the face, a wakeup call of objectivity, and a dose of reality. You think nobody knows your business better than you do. And you are right, but that doesn’t mean you know how to make it attractive to somebody else: someone who is not you. If you were a good writer, marketer, advertiser, you would be doing that for a living. But you are not a writer, you are a business owner, and your business is what you are in the business of. Therefore, you are not the best person to write about it or promote it. You are the best person to run it, and maybe not even that. Some business owners just have a good idea, but no clue how to implement it or how to run it. Hopefully those people have the insight to delegate those areas they are weak in to someone who can do the job better for them. Being successful in business is also having the ability to know when to hand off a task to someone who can do it better and make you look better. Not many people are really good at writing. Stringing sentences together enough to not sound like an illiterate idiot does not qualify as being a good writer, and when it comes to content writing, there is a whole lot more to it than just writing coherent sentences. To be an effective content writer, you have to have some advertising / marketing experience or background. First of all, you have to know how to work an audience (the reader). Secondly, you have to know what it takes to bring it home. In the case of website content writing, you have to know what it takes to compete with billions of other websites in a venue that is oversaturated daily with garbage nobody pays attention to. You have to know how to write in such a way as to be competitive, alluring, generate a response and ultimately, gain a following. All of these qualifications for good content writing can only be achieved if you do it professionally, have studied the market, the competition, the target market, effective writing skills etc.
In a nutshell, as a business owner, you don’t have time to be a good writer too. I do it for a living, and I can tell you, it’s a full time job just keeping up with the latest market trends, ad gimmicks, consumer fads and the competition.