“Headlines open the door, Content keeps ‘em in the store.”
Do you think of your online business differently from an offline brick and mortar biz?
You shouldn’t.
Think of your blog or site as a storefront. That’s the outside of your business. For the world to see.
Now, something has to make people want to walk in. In the “real” world, your storefront would have a pretty display, possibly a catchy slogan, maybe even a doorman. (think 5th Ave.)
I could actually talk all day about doormen because I like having doors opened for me and I have never felt that it stripped away any of my female independence! Different blog. . . different day
OK, in order to get people in your online store (aka website), you have to have catchy headlines, or pretty sites, or maybe a free giveaway.
Well, you’ve done all that, you say. The readers (customers) are coming inside. Now what?
Just like in our real-world store, there has to be items of interest available. Something to keep your customer inside and enjoying the experience.
That’s where content comes in.
You can have the most beautiful website on the internet with the catchiest headlines but if you don’t deliver in the body of your site, it’s all over. They leave, never to return. And the door is closed. By them. Not the doorman.
Sooooo . . . . what kind of content are your readers looking for?
Two words come to mind: Relevant and Usable.
Relevant means something that appeals to them. Something that they are searching for.
Usable means just what it means. They can use the information NOW. Or save it til later. Which is still OK, because it means they will be back.
For more.
And you give it to them. In your own unique way. Your online business is a reflection of you! In sales, no matter what, people buy from people they know and like. Period.
You have a great shot at becoming exactly that by furnishing your readers with super-duper content. That’s where the magic happens! Talk to your audience. Make your site interesting. Present it in your own voice, with your own style and they’ll always come back!
What usually makes a person choose to hang out in a quaint little shop instead of a big Walmart-type store? They choose based on what’s in it for them!
The merchandise may be similar. May even be the same. But the way the content is presented has your personal touch. People like that. And that is what makes a good business become GREAT!
Just remember: “Headlines open the door, Content keeps ‘em in the store!”
Peace,
-Martha
p.s. Yes, that’s a personal quote. Use when needed
“Everybody’s a self-made man; but only the successful ones are ever willing to admit it.”- unknown
Contemplating that quote.
And thinking about my father-in-law.
He was the first person I ever heard refer to himself as a “self-made man.” He was also one of the most successful men I ever met.
He told me once that he had always lived “by his wits.” I understood what he meant. He went his own way. Took his own path. Chose his own course. And MADE life happen!
Now, that didn’t mean he didn’t do certain things to empower himself. He did. He was educated. (Ohio State) He was flexible enough to move his family when he saw opportunity. He surrounded himself with other successful people, ever expanding his network.
And in the course of his life, he became president of a very large manufacturing corporation. At a fairly young age.
Then came the ’80’s. The decade of mega-mergers. The company that he had built and devoted his life to was sold to a larger conglomerate. They brought in their “own” people. He was out. Bam. No company. No job.
My father-in-law was in his mid-5o’s at the time. You get the picture. Somewhat gloomy. Or so it seemed. He could have just sat around the rest of his life with his compensation package and moaned about corporate downsizing.
That never happened.
Within days, he was back up, using his now well-developed and highly-successful network of business associates to propel him into the next opportunity. He formed a consulting firm. Yes, there were many who would gladly pay for him to sit on their boards and give advice. He honed that business. And in the process, expanded his wealth beyond his wildest expectations.
If he had never said another word, his example would have been enough.
But we were lucky. Business advice was freely given around the dinner table. And on family vacations. He was always eager to answer questions, listen to ideas, and offer help if needed. Although I couldn’t see it at the time, his suggestions and encouragement were helping young adults in the family make choices of their own.
All of his sons became business owners and entrepreneurs. As far as I can tell, they never give up. And they are cautious. Nobody jumps at the first passing shiny object. Possibly thinking, “What would Dad do?”
Family mentors always leave a legacy of some sort. Today, I realized who left us the legacy of wanting to be business owners.
“Everybody’s a self-made man, but only the successful ones are ever willing to admit it.” -unknown
I was mentored by a self-made man. And he freely admitted it.
Oh, that we would all be like that.
Peace,
-Martha
p.s. Blog post in loving memory of David K. Giffen (1926-2003)
p.s.s. Inspiring business mentors are everywhere. Pay attention!
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