Profits are vital for your content to work

Profits are vital if you want your newsroom to work.

Because?

Well, for starters, without them, you’ll just be creating a bland marketing campaign that will fail, and your customers will want more than that if they’re persuaded to open their wallets and buy.

The audience you are writing for wants to know why they should buy from you.

They want to know how why your product is going to improve their life.

They want to know how you are going to solve their problem.

They want to know how you will meet their needs.

Get the image?

They don’t want complicated messages that they have to decipher; they want simple statements that show them what’s in it for them.

A great example of this is Apple.

The company sells lots and lots of iPods, iPhones, and iPads because it clearly shows how its products make life easier for its customers.

The ads show how easy they are to use (countering the “yuck, new tech!” response) by showing real people using them.

They are shown as “cool”; That, along with the user-friendly/easy-to-use message, makes buying one a no-brainer.

How to be like Apple

OK, that’s great, but how can you replicate it in your marketing?

You probably don’t have the same marketing budget as Apple, so you can forget about the awesome ads and instant “quality” brand recognition, but all is not lost.

All you have to do is study your customers and find out what problem your product solves and how it fits into their lifestyle.

This will create your reason to buy.

Then all you have to do is create a sales message, targeted at your customers, focusing on why they need your product.

Think about your headline.

What is the key factor that will make someone buy your product?

Then use it as a base for it.

Using a story format is a great way to illustrate what your product will do for your customer. Let your product inspire ideas, but the story should always focus on your customer.

Think about:

• what they value

• How you should talk to them (tone of voice)

• What is your point of view?

• What is the main benefit?

• Who is receiving your message (think about the demographics of your audience)

If you want to create powerful marketing messages like Apple’s, focus on the needs and wants of your customers.