What’s wrong with this picture?
Clearly, the batter has been handicapped by the lack of a bat.
If you’re trying to hit the ball, you need a bat. If you’re trying to nail something, you need a hammer. If you’re beating eggs, you need a whisk—or at least a fork.
In short, you need the right tool to get the job done. So why do so many people think about everything but their written content—the tool they need when it comes to conveying a message—when they’re trying to position themselves online?
Maybe you’re even guilty of this.
I understand why we tend to ignore quality content in favor of design.
We’re such a visual society that focusing on your logo and the look and feel of your website is only natural. Indeed, nailing those is critical.
I may be a writer, a writing coach and a blog coach, but most of my potential clients initially tell me how much they love my site. The aesthetics attract their attention and tell them something about me and my taste. But it’s my content that holds their attention and prompts them to pick up the phone or shoot me an email.
If you don’t put the same time and energy into generating quality content as you put into design, then all you have is a pretty—but empty—shell.
And while a real shell on a shelf can enhance your home’s decor, an empty shell of a website harms your branding.
Think about the last time you met an extremely attractive person whose brain didn’t exactly measure up. Did you hang around? No! In all likelihood you fled, which is exactly what your prospects will do if you haven’t developed original, compelling online content.
In short, if you want results, you have to watch your words. So make sure your content measures up.
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