Creating relevance and explaining the benefits are central for making a good introduction. Once you have gained the attention of your prospective customers, you must immediately create relevance with them. You can do that by explaining them their pain and present your approach for solving it. The attention span for the audience is short at this stage, so you must avail the opportunity and develop their interest in you. You should get straight to the point – apply four seconds rule and take no longer than a paragraph (two at most) to establish your relevance with the audience.
Remember that content marketing is all about the audience and so shall be your introduction. There should be no boasting of your credentials as it is in the typical advertising. If you appear ‘full of yourself’ to the audience, they will lose interest in your message. Your message should be customer-centric and demonstrate the value that you can offer to them. A customer-centric message could appear something like this;
Are you looking for a partner to promote your brands through advertising? We will provide you a marketing solution that is just right for your needs. By choosing Champion Advertising as your marketing partner you will gain access to our state of the art production facilities and some great creative ideas to promote your brands. We believe in making you the real champion, while we stand behind to support your brands.
Now compare that with a typical company-centric message. This message is great to inflate your egos but not so to gain the interest of your audience;
Champion Advertising is a leading agency in the industry with years of experience in building great brands. We provide best advertising solutions to our customers and pride ourselves in being best in the business. Our state of the art production facility and top creative minds gives us an edge over everyone else. Let Champion advertising take your brands to the new high.
If you are a stakeholder at Champion Advertising this message may make you feel great about yourself. But if you are a customer, you will think ‘so what’ or ‘how does this concern me’ and lose your interest in it.
Company introduction and benefits are ideally placed on the first page of your website or in an introduction slide of your presentation. If you do this right at the start, you will gain the interest of your audience and take them along on this journey with you.
Some tips for creating great content for your introduction are stated as follows:
- Remember four seconds rule: Have a compelling start – Choose wisely what you tell your audience in the first two lines of your starting paragraph.
- Be customer-centric and explain the value from their perspective: You may start by explaining the pain and briefly explain your approach for solving it.
- List top five benefits that a customer would gain: Customer benefits are different from the features of your product and service, understand this difference. List benefits as bullet points.
- Write naturally: As talking to a friend – but maintain an appropriate degree of formality and sound professional.
- Maintain an objective tone: Rather than exaggerated claims or boasting your credentials.
- Have supportive and balanced graphics: Graphics should provide a suitable environment for your message. They should complement the story but without overshadowing it.
- Limit your introduction: One paragraph should be sufficient or write two at most.
- Have fun in creating content
Let me conclude this article with an interesting video clip of a cartoon character. I hope it will help you understand my point.
See my presentations to learn about content marketing strategy