In previous posts I have talked about ways in which you can add value to your website by including information products. In this post I want to share 4 tips for writing these products
Tip 1 – Things to consider when choosing your topic
What problems do your target customers face? What are their frustrations? Could you write an information product which addresses these issues and offers solutions? These kinds of information product are very effective because they are useful to your target customers. Make the information in your product so indispensable that potential customers and even current customers have a reason to keep coming back to your website.
Tip 2 – Don’t be a perfectionist
Don’t be a perfectionist. Perfect is rarely attainable and if you aim for perfect you are unlikely to ever actually get anything finished and off the ground. Write it, use it, improve it.
Tip 3 – Monolingual will suffice
Don’t fall into the translator trap of thinking that you have to provide every information product in every language you speak – or at least use professionally. The key is to focus on your target customers. In my case, my target customers are German lawyers. It is therefore absolutely sufficient for my information products to be written in German. There is nothing stopping you producing different language versions at a later point in time – if you decide to start targeting a different type of customer for instance – but don’t let the fact that you only have the information product available in one language stop you putting the product up on your website and reaping the benefits of what you have created.
Tip 4 – Include your contact details
Even though information products should be designed to inform, don’t forget that they are extremely valuable marketing tools: if the information is useful, your target customers will bookmark the page or print out the relevant file. Make sure you therefore include a bit of information about yourself and your services along with contact details so that they can contact you easily and quickly should they have a translation requirement at some point in the future.
Your website is your chance to position yourself as an expert in your field. In addition to information products, don’t forget to include links to any articles you have published and any research projects you have undertaken. Not every prospective customer will want to read everything but if the links are there, they have the option, and it is the cumulative effect of the different types of information on your website that will make prospective customers see you as a credible expert in your field.