Practice Your Customer Service Skills in Your Articles
Article writing is similar to an office visit, a doctor’s appointment, and even a homeowner walking into a hardware store asking for advice. They all require a level of customer service, which involves communication, trust, and complete focus on the patient, customer, or reader.
Let’s take a closer look: Imagine you own a hardware store …
Promotional Content Disappoints
A customer has just walked into your store and has asked you a question about rakes. You reply: “This rake is only $9.99! For a limited time only, if you buy a rake you will also get a pair of gloves for free!” You know that’s a sure way to lose a customer either because of your vast experience in customer service or you’ve experienced something similar and left the store frustrated and disappointed.
Your customer isn’t looking for a sales pitch; they are looking for advice to make an informative decision that will suit their needs. If the customer feels the person they are seeking advice from isn’t going to take 2 minutes to focus on their needs, then the customer will find another hardware store that will.
Let’s rewind to a far more customer service based scenario …
Informative Content Delights
A customer has just walked into your store and has asked you a question about rakes. You may clarify the differences between rakes, the pros and cons, offer some tips about raking (e.g., safety, other equipment, and cleanup), and answer any follow-up questions your customer may have. Although you guided the customer, they ultimately make up their own choice and purchase a rake. Sure, you’ve already spent quite a few minutes establishing rapport with the customer, but to sweeten the deal, you decide to throw in a pair of gloves for free even after they’ve made their purchase.
Your customer is impressed. Even without tossing in the free gloves, you’ve established yourself as your customer’s go-to expert for advice on yard equipment (and hardware), thus gaining a loyal, repeat customer.
Let’s take this whole scenario to the next level by translating it into an article …
Incorporating Customer Service Skills Into Your Articles
If you fail to achieve good customer service by figuratively shoving a rake into your reader’s hands, exclaiming “This rake is only $9.99!” your reader will not stick around. However, if you provide one-on-one informative, quality content that the reader can use to make an informative decision (or just to be informed), then they will rely on you again in the future.
Like courting a customer or client, your reader should feel their problems or circumstances are your topmost concern and you’re providing them with only the best, most relevant information. Promotional content and articles don’t mix because it’s entirely self-serving for you and your company or organization; therefore, promotional content or sales pitches do not have the reader, customer, or client’s interest in mind and you’ve lost their trust.
For your next article writing session, channel your best customer service skills by putting your reader before your own interests. Provide value with compelling, quality, original content that creates a positive experience. In turn, you will build your readers’ trust, enhance your brand, and increase the likelihood you’ll be seen by unique and returning visitors.
Promotional content can bring your article writing efforts to a stand-still and leave you with a bad reputation. For the top 5 tips to safely steer clear of promotional content in your articles, watch this video.