They take time to listen to their
Put the user in the driving seat There are two ways I like to look at businesses: Those that are “inside out.” Those that are “outside in.” The “inside-out” businesses make decisions internally, without attempting to reach their audience to understand their needs and requirements. These businesses think they know best. An “outside-in” business is the complete opposite.customers, their potential customers and the needs of their audience, and they use this to power the direction of their business. For some research I did a few years back, we built a tool that assessed how much content was written about the business (selfish) rather than the customer (selfless).
For the 100+ leisure and entertainment sites the tool DB to Data assessed, we found 50% of the content to be business-first (selfish). And of the 650+ B2B sites we looked at, we found 40% of the content to be business-first (selfish). These staggering statistics show how much content exists out there just broadcasting their views to the world, instead of reframing what they want to convey to put the user into the story. When you take a customer-first approach, your content suddenly becomes much more relevant and resonates better with the audience. 5.
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Consider the relevant thinking style for your audience and the content Think about whether your content should be static or dynamic. There isn’t a right or wrong here other than just ensuring you consider what is right in the context of the customer journey. Static content tends to be written in the present and can be good at evoking clarity. This suits the “what” and “why” thinkers (i.e., detail-orientated users), so this is often relevant to product descriptions. Dynamic content tends to be more future-focused and sparks more imagination. This suits the “how” and “so what” thinkers looking for more inspiration and fits service or experience-led content. You can also create balanced content, answering the why, what, how and so what, to resonate from all angles.
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