Village professionals wear many hats and require both the left and right side of the brain. But is marketing one skill you bring to the job or should it be outsourced?
Marketing, and especially ‘communication’ – using words to take your audience on a journey – requires writing skills. This is especially so now in this digital world where the reader is bombarded with messages and it is so easy to just flick past.
Meaningful connection with meaningful content
The best way to create meaningful connections with your customer/residents at every stage of their journey is to deliver well written, consistent and valuable information. In marketing terms, you may refer to this as content!
But when I browse the branding and advertising content of retirement villages, the information is repeatedly one-sided.
It is very specific information about the village, about the offering, a house for sale or communal facilities. But as the reader, how do I interpret this as valuable information to me. WIFM – What’s in it for me?
People are not looking for a house that is apparently for sale. They are looking for the warmth and security of a home in a secure neighbourhood. It is expected that it will be provided in a house – that is a given.
A marketer will identify that a prospective resident is looking for companionship with other human beings, not the fact that the village has a community centre.
Is outsourcing a better idea financially?
Creating the words that create pictures in the mind of the reader is a skill, and we don’t all have that skill. If this is you, why not outsource the task to a Content Professional?
It costs money but so does your time and effort if you are not going to get the same results.
For the purpose of this article, we point to a service we know – Content Republic – to give an idea of the investment required.
They will write an email for you from $300. This may sound like a lot, but compare it to the time it may take you, and how important it is to get a good result. If it has cost $5,000 to create five sales leads, $300 is suddenly very economical to keep them alive and bring them closer to purchasing.
Over three months you may send out 3 emails which is $900 and you can be confident you have done your best.
The alternative is to create the emails yourself and you can be confident that perhaps you will not achieve the best result, and you will not know.
You can talk to Content Republic by clicking HERE. Alternatively use Google to search ‘Marketing Content Writers’ for a range of writers.
Test one or two emails and be freed to apply your real skillsets where they are best utilised.