Old School Article Marketing

by Jacqueline Ballard

I began article writing many years ago when a friend came to me and asked me to help him develop content for his website. He is "old school." Though extremely well-versed in technology, he believes in sitting down to talk and taking the time to connect--without a phone or Facebook. He explained that he recently had a competitor to contend with, one that was eating into his Adwords budget and making an inferior product. He wanted to create content that would explain how his product differed from his competitor, and how both the quality and the customer service he offered were far superior.

We sat down one evening to troubleshoot and create solutions. As he spoke, he told me in detail about the long road that he had taken to create his product, build his brand, and learn the details and demographics of his customer base. When he guided me through the research and production process, the years of searching for the right materials and equipment, it was compelling.

I began to see the power in a great story.

His new business literally fell at his feet one day in the form of a flyer poking out from a stack of mail on the desk. He walked by, and down it cascaded onto the toe of his boot. He instantly made a connection to Cad/Cam design and began mapping out a revolutionary new product. The journey from idea to production was grueling. It involved not only tremendous outlays of cash, but also superhuman focus, and a tenacity worthy of the toughest bulldog.

The driving force behind his vision was the simple fact that people needed what he was making. New clients were willing to work with him, giving him to time perfect the design and patiently waiting on their product because they had such faith in what he was creating.

The near misses, the seven-day work weeks, and the sleepless nights resulted in a gorgeous product that only two companies in the world make--one being considerably better than the other. The stories that he has to share detail every step of the research and design process. It's reading those stories that builds credibility and respect from both prospective and present clients.

Let Us Help You Find Your Story

It’s that story that will sell people on your brand because they connect with what you went through to get to where you are; they understand what you’re offering and why you do it. The race to develop winning content hinges more upon presenting the story than slamming the reader with another glittering sales pitch. Keeping it relevant is about keeping it real. Article writing templates won't help tell a story, nor will article writing software. A good article writing service goes beyond the template to find out what's unique and compelling about your company and presents it in a way that engages your readers, keeps them on the page, and brings them back to find out more. To find your story, picture yourself sitting down over a cup of coffee with any regular client and tell them—share with them—what it took to get where you are. People will buy your product if they need it, but they’ll buy your product over a competitor’s if they feel like they know you. Develop your theme, build your content around it, and incorporate your golden words. That’s how a story builds credibility for your company and earns you the respect of your clients.

Jaxballard Article Marketing Management