As we all know, consumers today use the Internet to help them making buying decisions. They read dedicated reviews, eCommerce reviews and research products and services.
Articles that often do really well with readers are articles that explain things that are false or are myths. This type of information can help buyers avoid making mistakes and having buyer’s remorse. When you help someone avoid a mistake you become someone they can trust. So my suggestion today is to consider clarifying the falsities with your content marketing.
Explain Deceptive Practices
Educate your reader on the deceptive practices that often occur with services in your industry.
- What does your audience (or potential client) need to know and avoid?
- What are some common things that are said that are false?
- Examine promises that are often made; give a reality check.
- What is the best possible outcome and what does it REALLY take to reach it?
If you are in a service related business you have most likely heard, from potential and new clients, a lot of things that the client has been told that are deceptive or false. I know in my experience I often think, “If they had just known ‘X’ they could have saved so much money!”
I am suggesting that you educate those that are researching the services you offer, not just on what they need to know about the service, but also on how they can determine if a company they are talking to is being honest or deceptive.
Explaining myths and why they are wrong is always a good idea. People like to be educated on what is true and what isn’t. Myths are really everywhere. Just think about some of the things you hear your clients/customers say. For example, “If you make me a website I will get found on the Internet and make more money.” WRONG! However, I have heard this many, many times.
Take the false things your clients believe and use them in your content marketing. If you hear something three or more times your client is obviously not the only one that believes it.
Crush the Lies
If you know there are lies that people in your area believe based on a lies told by another company you can address/clarify them. HOWEVER, I cannot recommend calling a company out on their lies, because that leads to all kinds of legal issues.
You can find ways to discuss lies and prove them wrong, but you have to be absolutely sure you are correct. If you are wrong you look like the fool.
Always keep in mind that the goal is to educate the audience and addressing lies is not an opportunity to attack another business. Attacking other people or businesses can backfire.
Sometimes businesses appear to be “telling lies” and the sad truth is the business believes them to be true. So there is no reason to villainize a person or company; just give your audience the real story in a non-attacking, educational way.
True and False
Sometimes some of the easiest ways to educate people are with “true and false” pieces of content marketing. They are often quick to read, view or watch and very easy to create. True and false infographics can be very beneficial for businesses and also be very helpful to the audience they were made for.
You can often take the data from your content about deceptive practices, myths and lies and create good “true and false” marketing pieces. You don’t have to recreate the wheel; just use the data you already have.
Focus on the Good and the Bad
Content marketing isn’t easy and often one of the biggest problems is determining what to focus on. You want to focus on the good and help people understand why they need your product and/or service. But, you also want them to know how to choose the right company so they can avoid a financial loss. The best way they can avoid problems is to understand what the common deceptive practices are, know when they are being lied to and also know when a company just doesn’t know the truth themselves.
Sometimes explaining the negative parts of your industry is the best information to give away.