Jim's Marketing Blog

Marketing ideas to help you grow your business

A Content Marketing tip your competitors don’t want you to know

content marketing tip

Here’s a quick Content Marketing tip, to help you improve the effectiveness of all your marketing material.

Content Marketing and speaking their language

One of the cornerstones of effective copywriting, is to remove as many barriers to communication as possible. The person reading your copy (or message) needs to be able to connect with it cleanly and clearly. This means speaking their language.

Lawyers, web designers, accountants and financial experts etc, regularly use industry terms, phrases and buzz words in their marketing to potential clients. This massively reduces the effectiveness of their marketing message.

You can immediately improve your marketing results, by embracing a more accessible approach.

How to create powerful, accessible content

Before you write your next piece of marketing material:

  1. Think about the benefits you provide, from the prospective client’s perspective.
  2. Focus on ‘them’, their business, their needs.
  3. Clearly explain how the benefits you provide will tangibly improve their life, business or both.
  4. Finally, review your message and make sure it’s pitched to the sophistication of your ideal profile of client. Tip: Listen to the different way radio ads are pitched, according to the product and audience of a station or show.

In short: Match your message to your ideal profile of client, by focusing on benefits and using their communication style, not yours.

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  1. Hey Jim,

    I think 99% of people get this wrong in business and fail to get their message across as a result. People should invest in their writing skills these days.


    • I agree, Shel. Everything a business owner writes has the potential to help them or hurt them. It makes perfect sense to learn the basics of effective written communication.

      Thanks for the feedback and welcome to the blog.

  2. This one made me smile. I was sent a mailing last week from someone trying to sell her accountancy services to us. It never once mentioned why I should go through the agro of moving from my current provider to her.

    If I could remember anything about her or her tired, impersonal offer, I’d send this post to her.

    • Hi, Paul. That’s something I experience pretty-much every day, too.

      I’m still unsure why so many small business owners fail to learn the very basics of marketing.

      Thanks for the feedback, Paul.

  3. In my experience clarity sells.


  4. Great advice on getting our message across, from a master communicator.

    Love it!

    Thanks Jim.

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