The Secret to Standing Out in a Crowded Market
Marketing can be a hard job. And it comes with lots of pressure and open questions.
- Does your product or service solve a problem that is important to your customer?
- Do enough customers care about the problem to justify the effort?
- What makes your offering better or different than existing offerings?
- What kind of information does the customer need to understand – and appreciate – what you are selling?
- What can you do to show you care about your customers?
- How do you give customers easy access to the information they need, without revealing trade secrets to competitors?
- How can you clone the techniques of your best sales reps to serve all your potential customers?
In almost every case, the solution is an audience-centered website that is filled with useful content, product details, and persuasive content. In fact, Gartner’s 2023 B2B Buying Report indicated that 72 percent of CSOs and CMOs prefer to do their buying research online, without the assistance of a sales rep. Much of that research happened on the supplier’s website, social media, interactive tools, customer portal, virtual product, virtual event, email, blogs/articles, videos, virtual product demos, or ads. These are all resources that you provide and can make available online 24 x 7.
Creating a robust, audience-centered website is clearly “worth it,” especially when you are selling expensive and high-impact technical products and services.
And when the work becomes too much for your staff, a skilled consultant or freelancer can collaborate with your team to meet your goals.
Your Guide to Maximizing the Power of Your Website
My name is Linda Muterspaugh (MEW-ter-spa), a certified copywriter, content marketer, and social community manager with a strong background in usability and usability copywriting.
When you work with me, you get the benefit of all my work experience and training. This includes:
🔹 Twenty-plus years in IT (Information Technology). I understand technical customers because I have worked alongside them as an observer, a technical writer, a trainer, and a business analyst. I’ve led focus groups, gathered requirements, tested programs, and camped out in the war room.
🔹 A consultant with a consultant’s mindset. Through my work as an IT consultant, I have hands-on experience in more than twenty industries. I know how to recognize a pain point and how to plan the mix of content and copywriting that reassures your customers, establishes you as an authority, and earns trust as a valued partner in solving pressing business problems.
🔹 A B2B journalist. I know how storytelling and case studies demonstrate your company’s authenticity, authority, and value.
🔹 A certified copywriter who knows how to generate both logical and emotional reactions. My specialties are tech and SaaS, but the process I use can be applied to any product or service.
My goal is to collaborate with your team and become your trusted partner in maximizing the power of your website.
Why This Content Marketer Is a Good Partner for Marketers
Like you, my focus is on showing customers why your product or service is their best option because it:
🔹 Solves the right problem. No one cares about your product or service. They just want to solve an important problem quickly and easily.
🔹 Benefits the customer. Features aren’t all that important either. Your customer only cares about the benefits your product or service delivers.
🔹 Appeals to the right balance of emotion and logic. Buying a product is like buying a house. A homebuyer finds a house that feels like “home” and then looks for logical reasons to justify a gut instinct.
Whom I Work With
Directors of Marketing and Directors of Communication
Swamped with a long to-do list? A quick study, I can write in your voice and keep you on schedule.
Marketers Who Want More Value from Their Website
Looking for more value from your website? A content audit is a good place to start.
Solopreneurs and Professionals
Want to share your insights with peers? Gain more recognition in your field? A ghostwritten article can help you gain the recognition you deserve.
Your Next Steps
To learn more about my background, click About.
To learn more about my services, click Services.
To see samples of my writing, click Portfolio.
If you need a project written, let’s talk. There is never a charge for a free Discovery call.