At first, a content writer may not know a whole lot about your industry, products or services. How is it then that a good content writer can engage your audience? Within a short time, after some research and discussions, a content writer learns something big – what your customers care about.

Broadly, what a customer wants is a company to be friendly, listen to them, and value them.  This is true before, during and after a sale. A writer sets out to create content that exemplifies these traits in a subtle but effective way using tone, inquiry and reward.

Here are some guiding principles professional writers use to engage any audience, any time.

• Brand awareness is driven more by emotion than behavior. Rather than motivate, a writer may try to inspire. Rather than inform, surprise.

• A company appears familiar and approachable to a customer when the language used mirrors their own.

• A one-sentence-zinger that pin points a customer’s pain proves you are a listener.

• Getting to the point quickly shows respect for a customer’s time and attention.

• Companies that care and are intentional about their purpose draw customers who care and are intentional.

• Engagement includes asking customers how you can be better.

• A solution offered responds to a customer’s need and gives them control. The reward is mutual – win, win. Trust.

• Always value a customer’s interaction as a contribution.

Using these principles the writer adds context to the relationship between company and customer no matter what the industry. When staff assume that context they engage customers by using the same values increasing brand awareness and customer loyalty.

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