A website without a brand positioning = blah..blah..blah (in German)
I only speak 'Sound of Music' German and I may be reading into the situation a bit (I tend to) but I'm guessing from this clip that Homer is saying something that could have quite an impact on Santa's Little Helper. I imagine that if Santa's Little Helper (for the remainder of this article to be referred to as SLH) could understand what was required of him and how he could benefit, he would be motivated to act. Homer and SLH could then live a better, more peaceful life together. Sadly however, all SLH hears is blah...blah...blah..blah..blah....blah. This leaves SLH feeling confused, a little bit cross and none the wiser about what information Homer was trying to impart.
So how has this travesty occurred? In the way Homer has approached his dog / human communication of course. Homer has not taken the time to think about Santa's Little Helpers needs, his hopes and his dreams and most importantly the one single thing that he could say to Santa's Little Helper that would move him to action. Why? Because in the words of Homer 'If something's hard to do, then it's not worth doing'. It's easy to just start talking, what's hard is putting in the hours up front to find out what will move someone.
The same can be said for B2B Tech websites who start with content. Tech can be beautiful, clever and well techy but that's not why people buy. People buy tech because it can help them, because it solves problems, because it makes their lives better. To establish how your tech does this is hard, it takes time and it takes focus. It takes a lot of talking to your customers, a lot of deep pondering around who you are and why you exist and a lot of honesty and authenticity. It's much, much easier to just start writing content than do all this foundation brand positioning work. The danger with taking the easy route however is, you guessed it your site to potential customers will just see......blah blah, blah.
So what is the exact foundation work that needs to be done before embarking on website content.
1: Put on your listening ears
Hear what your customers are saying about your sector, about their problems, about their hopes and dreams and about you. Why do they love you, why did they choose you, what is the single most important thing that you provide to them.
2: Navel gaze
If you're an entrepreneur why did you start your tech business? What bugged you? What did you see was missing? If you're a marketer what is the beating heart of the business? What does it do well? What is important to the business? The more honest you can be, the more powerful the foundation you are creating will be.
You've been listening (with your ears. WOW), you've gone deep into your soul and you've come up screaming from the turquoise water with your treasure. Treasure in the form of your number one brand insight and your number one customer insight. Now smash those two things together and pour in a heavy measure of creativity. Want to see what I mean? Here's some brand positoning examples we prepared earlier.
4: Key messages
You can only have 3 at a stretch 4, anymore and you descend back into blah blah. What are the 3 very important things you have that back up your brand positioning, that provide the proof to your very insightful brand statement. These little puppies need to be written as a benefit to the customer rather than a technical spec.
This needs to be defined before you embark on the website content journey. Just remember along with terms like - safe, trusted and responsible you need to dare have a dash of sparkle and light. Dare to have a bit of personality. Here's a great example from MailChimp.
So to quote another great Homer (the toga, sandal wearing, poet one)
"Words empty as the wind are best left unsaid"
Fill your website words with meaning, customer insight and hard work. Your potential custies will be happy, you will be happy and the world will be a better place.