Follow these instructions…

Christmas has been and gone, and with it lots of instructions – new child’s games, more adventurous recipes than usual to cook up in the kitchen, and technical household gadgets that should be simple to use but aren’t!

Which made me spend more time than usual thinking about who writes these instructions – and how do they test them?

I spent no less than 2 hours constructing a constellation globe – my 9 year old left me to it after about 10 minutes – is it just me? Am I less patient than most? Or are we right to grumble about complicated, hard to follow instructions?

I battled on with the constellation globe in the hope that it would all be worth it in the end, but alas, a perfect result was not to be. Thankfully my daughter forgave my paltry attempt and says it’s the best she’s ever had (and as it’s the only constellation globe so far in her short life, that’s not difficult!)

So, my plea here is for all manufacturers and cookbook writers – please oh please take care with your instructions, and have them tested, tested and tested again so we’re not filled with dread and bewilderment when we read them.

Here’s to a fabulous New Year, which should go with a bang, so long as we follow our firework instructions to the letter!

Who needs content marketing anyway?

It’s a bit of a buzz expression I know, a bit like social media and the like. So do you really need to pay attention or will ‘content marketing’ go away in time?

Here’s a quick heads up – we’re all making our buying decisions differently today to how we were just a year or so ago. Continue reading “Who needs content marketing anyway?”

Not all content is the same

What I mean is, you can’t approach all content the same way. And the art of content marketing is to understand your audience, the way they operate, and the choices they have when they make buying decisions.

  • Who are you talking to?
  • Where are they in the buying cycle?
  • What language do they respond to?
  • Do they need educating, entertaining, informing?
  • Do they prefer hard facts, statistics and results?
  • Do they rely on you for updates, trends, and news of innovation?

It’s good to think of content as an ever moving feast – customers’ needs and desires change at a rapid rate. Anticipating that change, and moving with it will keep your communications fresh, interesting and relevant.