The Most Skipped Step in Content Writing (And Why My Process Puts It First)
Have you ever noticed that so many businesses sort of sound… all the same?
There are lots of reasons for this, but two that are most common:
- People have a specific idea of what “professionalism” sounds like (dry, corporate, buzzwordy.) They think this is what business writing is supposed to be. And while this might be right for some industries, it’s completely wrong for others.
- The person writing the content didn’t take the time to build a deep knowledge of the business and its unique identity. This leads to content that might be technically fine, but that is also lacklustre and bland.
When you become my client, I don’t want you to sound like everyone else.
To make sales or get clients as a small business owner, solo entrepreneur, or service provider, you not only need to show that you understand what your ideal customers want or need. You also need to show them exactly why, out of all the providers in the world, you’re the person or business to give those things to them.
In this post, I want to talk about what I consider to be the most skipped step in content writing for small businesses. I’ll also walk you through my signature process for making sure your content stands out in all the right ways.
Let’s get into it!
The Most Skipped Step in Content Writing for Small Businesses: Values
Common wisdom says that great content should start with a story. But, while storytelling is absolutely crucial, I prefer to take a step further back from that at the start of my writing process.
That’s because I believe there is one step that is skipped again and again in business copywriting.
That step is values.
Values are fundamental beliefs, core principles, and guiding lights by which you live your life and run your business. Everyone has them, and they help us to determine what matters most to us, how we will and won’t behave, and what we believe is right or wrong.
When I’m first learning about your business, your values are one of the first things I’ll ask you about. That’s because I believe our values are the heart of who we are and how we move through the world.
When we don’t talk about your values in the context of creating your website or marketing content, we miss out on one of the most fundamental parts of who you are, why you started your business, and why you do things the way you do.
Let’s be real: there are a lot of businesses out there offering broadly similar products or services. Everything has been done before and, unless you’ve come up with something truly groundbreaking, you’re not in a business category of one. So how do we make you stand out?
Without understanding what makes you different from your competitors, your content will likely come out dry, boring, or just… forgettable. The same as everyone else’s
When we put your values at the heart of the content creation process, though, I can get so much more deeply into your voice and make your story so much richer.
The result is unique, compelling, sparkling content that’s so perfectly you that anyone who knows you would recognise your voice instantly.
My Values-First Content Writing Process
Whether I’m writing your website copy or a cornerstone content package, this process allows me to articulate your unique value proposition and showcase how your products or services are aligned with your most deeply held philosophies, beliefs, and motivations.
Leading with values also allows you to attract the most aligned clients and customers. Those with fundamentally different values will self-select out, and this is a good thing.
Here’s what it’ll look like once we’ve agreed to work together.
Step 1
I’ll start by sending you a series of pre-project questions to help me get to know you. This will include basic information about your business, your core values, your story so far, and your goals for your content.
This is where you start thinking about what really matters to you, what your core motivation or “why” is, and how your values are reflected in your business.
You don’t have to share your answers with me in writing if you don’t want to, but these initial questions will be the jumping-off points for our kick-off call (that’s step 2) so anything you’re up for sharing will be a huge help.
IMPORTANT: I don’t need polished writing or even full sentences. Jumbled thoughts, mind-maps, and disjoined snippets are very welcome here. Heck, if you want to leave me a 15-minute meandering voicenote while you walk the dog, I’m all for it! Eventually writing up amazing content is my job. Yours is just to be as authentic as possible.
Step 2
Next we’ll arrange a kick-off meeting. This normally happens by Zoom, but if you’re in or near to the UK midlands, I can be lured out of my home office with the promise of a face to face chat and a good coffee.
In this meeting, I’ll interview you about your business in depth.
“Interview” sounds scary, but I promise it’s really just a conversation.
This is where we get into the really good stuff that will ultimately allow me to create fabulous content for you. This is also where I learn your voice and your energy, which I’ll then channel into your content.
Expect questions like:
- “If you had to sum up the core values of your business in three words or phrases, what would they be?”
- “How do you live by those values in the way you do things every day?”
- “What would you do if you realised an aspect of your business practices was out of alignment with your values?”
- “Tell me about a pivotal turning point in your business story and what it taught you.”
- “What’s an area of your business where you feel like you go against the grain or don’t follow the status quo?”
With a background in both academic research and journalism, I know how to ask the right questions to get to what matters.
I like to keep this discussion fairly freeform–I want us to feel able to go where the conversation takes us and discuss whatever feels most pressing and relevant. You might be surprised by what we uncover.
This part of the process can take around 2 hours, but we can break it into two shorter meetings if that works better for you.
Step 3
Once I feel like I know you and your business inside-out, it’s time for me to go away and write your content.
Your work is done (for now!) So you can go and put your feet up… or get on with running your incredible business.
Step 4
When the first draft of your content is ready, I’ll send it over to you in a Google Doc (or your preferred format) for review and approval.
If you want to make any changes at this point (which is very normal, so please don’t stress or worry about offending me,) you can either leave comments in the document, email me, or we can jump on a video call–whichever you prefer.
Two rounds of edits are included in every project. Again: Please speak up if something isn’t 100% hitting the spot for you. I’ve only done my job when you’re absolutely delighted with your copy.
Only once you’re completely happy will we sign off the content.
“What If I Don’t Know What My Business’s Values Are?”
That’s okay. We can work it out together.
I get it: articulating your beliefs and values can be tricky, especially if you’ve never put them into words before.
Many people assume that when I ask about values, what I’m looking for is a formal mission statement and a clearly defined set of values underpinning it. That’s not what I need. I just need to know things like…
- Who you are
- What’s important to you
- What led you to where you are now
- What you’re proudest of
- How you like to treat people
- What hills you’re willing to die on (metaphorically)
Talking through questions like these can often help to zero in on the most important values you hold and how they show up in your business.
It’s far from an exhaustive list, but if you’re looking for a starting point in identifying the values that matter to you most in your business, I like this resource from Brené Brown.
Let Me Take Your Brand Voice From “Lost in the Noise” to “Uniquely You”
If your content isn’t hitting the mark or you want to get ahead of the competition with irresistible words that convert prospects whose values align with yours, I invite you to book me to write a cornerstone content package for you.
Following the values-first process I’ve outlined here, you’ll get:
✔️ 10-20 pieces of longform, evergreen content that is deeply aligned with what matters most to you and your ideal customers
✔️A roadmap for your ongoing marketing and how to use your new content to attract leads and make money for years
✔️ A business or brand voice that’s all you
Ready to show your audience who you are and what you can do?
→ Book a free discovery call to get started.
