The Secret to Being a Language Chef: A Content Style Guide

Dechay Watts

Written by Dechay Watts on Wed, Nov 30, 2011

content marketing chefSome ingredients are obvious. You need chicken to make chicken noodle soup. You need sugar to make donuts. You need grapes to make wine.

Being familiar with basic ingredients sets a foundation for successful cooking. But, knowing specific spices, how much of each ingredient to use, and what order to use them in is the key to creating culinary delights that tempt second helpings.

Want clients to notice what you’re serving up and come back for more? Spice up your content marketing efforts with a secret ingredient: a content style guide. What you say, and how you say it, creates memorable messages and inspires action. A content style guide defines your identity in your voice and with your messaging. It creates the foundation for all of your content marketing efforts.

Generic words like ‘Easy’, ‘Best’, ‘Unique’, and ‘High-Quality’ are as common as white flour and leave a bland taste in your customers’ mouth. Give you customers chocolate icing with rainbow sprinkles. Toss in ‘Intriguing’ or ‘Sumptuous’ or ‘Luxurious’.

Bland: We serve sandwiches and salads.
Flavorful: Tender roast beef sandwiches and crisp seasonal salads await your visit.

Bland: We deliver downtown.
Flavorful: Get fresh food delivered to your doorstep every day.

And, don’t forget to simmer it all in "What's in it for Me" (WIIFM). Give your customers a reason to sample your products or services with words that make an impression.  Go ahead…make their mouth water.

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