4 Reasons to Write Your Life

By Colleen Walsh Fong

Have you been told you need to write to grow your business? It’s good advice. But many people struggle to come up with things to write about that both pertain to their products and give readers a valuable take away.

My advice to you when you are in that situation is to write your life. Not your autobiography, but things that happen to you as you go about your days that are relatable to both your clients and your product.

For example, I was in the grocery store today, as I am on many days. Even when I’m out and about I’m usually a little preoccupied with thinking about how to improve my business. Yup, I’m weird that way.

This particular grocery store specializes in locally sourced, hormone-free, antibiotic free, and organic products. There’s another one right around the corner that sells the same type of food. But I like this one much better, and couldn’t help noticing the differences between the two on my visit there today. So I thought I’d write a slice of my life that relates to my business and to you, too.

Welcome Your Clients With Words

I’m always greeted when I enter the store, asked how I am, and if the greeter can help me find anything. Employees are visible and available throughout the store to help me find things and to answer my questions. This is smart business because the store won’t miss selling an item that I couldn’t find.

It reminded me that I needed to write a post today to stay visible to my clients so they know where to find me. It’s important to write and publish when and where your clients and readers have been told you will add new content.

Are you writing consistently and publishing when you’ve promised you would? If you promise a monthly newsletter, or a weekly email or blog post, be sure to come through with it.

Show All of Your Wares

When I ask for help finding something this store’s employees also show me comparable products that either save me money or do more to meet my needs. They’re knowledgeable and helpful. I’ve bought several things I wouldn’t have otherwise thought to buy because I didn’t know the products existed. The small investment in customer service training is sure to pay off in increased sales for this store.

This reminded me that I need to add information on my website about my new book “Write to Grow: Build Your Business, Get More Clients, Make More Money,” so clients and readers know it will be available soon.

Do you write about different product or service options to meet the different needs and budgets of your clients? If not you should.

Samples Lead To Sales

Lots of grocery stores set out sample platters and have a demo person handing out samples who gently sells the product. Employees of every department in my favorite grocery store actively offer samples. I’ve tried macaroons, imported Italian lunchmeats, cheeses, breads, and fruits that I would not have given a thought to if they hadn’t been pointed out and enthusiastically offered to me. I notice that cashiers whose lines have dwindled walk up to me in various departments and point out things of interest. “Oh, you’re buying pita bites? Have you tried our crispy flat bread crackers? You’ve got to try one…” And when I do I’m hooked. Not only do I like the taste and want to bring the product home, I feel mildly obligated to pay the person back for the sample with a purchase.

I often go that extra mile for clients, showing them different places and formats where they can use my writing products. I do it for no charge because I want their businesses to grow. But I’m usually rewarded with more work or asked to do the conversions to tweak their information for new platforms. And my extra help has been the basis for many client referrals.

What kinds of samples or bits of information can you give to your clients? Shortcuts or how-to tips go a long way to build trust with your clientele.

Leave Your Clients Smiling

“Satisfaction guaranteed” used to be standard operating procedure of first class businesses. But it’s more like a novel approach lately. Here are two examples of how my favorite grocery store left me smiling and kept me coming back for more delicious food and good service.

· A couple of weeks ago I bought some chicken broth. When I got it home and opened the top to use it I saw that the seal had been punctured. Luckily I had another container of broth so I was able to make my meal without a problem. I brought the broth back on my next visit and returned it without my receipt, which had long since found a home in the circular file. The concerned cashier refunded the cost of the broth, gave me a new container at no charge, and took $5.00 off of my tab for my trouble.

· Today I wanted to buy a chicken Caesar salad for lunch. But I couldn’t find one in its usual spot. An idle cashier noticed I was wandering around the deli department and came over to help. She asked the deli guy to whip one up for me. But it would take 15 minutes, which was longer than I had to wait. So I said I would just make a salad to go from the salad bar and do without the chicken. The cashier met me at the checkout line with 2 small plastic bags. One contained cooked chicken breast chunks and the other had Parmesan cheese. She placed them in my bag at no charge to make up for my inconvenience.

This reinforced my need to be sure to make things right with my clients should I miss the mark once in a while.

Do you have ways to make things right for your clients? Share examples with them of how you have done that for clients. It never hurts to admit to a mistake as long as you can show that you fixed it and made your client whole. And it lets your clients know that you care about them and their success.

I plan to do most of my shopping at this grocery store because they go above and beyond to make sure I feel like they care about me, and my culinary success. Make sure your clients know you care, and do it by sharing a slice of your life.

If you need a little help, or you don’t have the time to write it yourself, contact us.

Colleen produces custom copywriting and content for branding businesses of all sizes.