BEYOND THE LIKE BUTTON: WHY EVERY BUSINESS NEEDS TO STOP "RENTING" THEIR AUDIENCE

A few years ago, I spent money on software that promised to help me write better marketing copies. I wanted to develop my copywriting skills professionally. The offer sounded practical: use this software to organize my thoughts and put together a more effective message. I bought it. I followed the instructions. I gave it a try. The content attracted little readership, and I didn’t see enough value to justify what I had spent. Looking at the finished work, I felt I could have written something comparable myself. Then the next offer arrived. This version would help me create more targeted messages, with better hooks and more persuasive words. A few days later, another offer followed. The upgrades were optional. But each message gave me another reason to question whether what I had already purchased was enough.

When I visit a prospect’s website, I’m trying to understand the business before we talk. What do they offer? Who do they serve? What would make someone choose them? Sometimes, the website leaves me with more questions than answers. I can find the business name and a few general statements, but I have to hunt for the information that would help me take the next step. As a business owner, you already know your services. You understand your process. You know what makes your work worth paying for. Someone visiting for the first time needs help seeing those things. Look at your website through a customer’s eyes Let’s use a hypothetical neighborhood gym. A person living nearby wants to start exercising again. They haven’t belonged to a gym in years, and they’re a little uncomfortable about walking into one. They find the gym’s website. There are photos of equipment and people lifting heavy weights. The headline says, “Reach Your Full Potential.” That sounds encouraging, but they still have questions. Are beginners welcome? Does someone explain how to use the equipment? Are there classes that fit around a work schedule? Can they visit before joining? If the website leaves those questions unanswered, making contact becomes another task they might put off. Give people something they can use For our hypothetical gym, a current class schedule would help. So would an introduction to the trainers and a short explanation of what happens during a first visit. Photos of the actual facility could help someone picture themselves there. Clear information about membership options could help them decide whether to inquire. Think about the questions people ask when they call your business. Those conversations can tell you what belongs on your website. You don’t have to answer everything. Give visitors enough information to feel comfortable continuing the conversation. Make the next step clear Suppose the gym’s main invitation is “Subscribe to our newsletter.” You know I believe in newsletters. Email marketing has been a large part of my work for 14 years. But someone considering a gym membership may first want to see the facility or speak with a trainer. “Schedule a tour” gives that person a useful next step. Explain what happens, too. How long does the tour take? Will someone answer questions about membership? Does the visitor need to bring anything? A clear invitation becomes more helpful when people know what to expect. Give interested visitors a reason to stay connected Some people will visit the gym’s website before they’re ready to join. Perhaps they’re comparing options or waiting for their schedule to settle down. Email can help maintain that connection, with their permission. Instead of simply asking them to subscribe, explain what they’ll receive. For this gym, that could mean beginner workout advice, class updates, and introductions to the trainers. Then deliver what you promised. Useful, consistent emails give people opportunities to get to know the business before making a decision. Decide what deserves attention first You may be reading this and wondering whether your website needs a complete redesign. That takes a closer look. An older design or a single-page format alone doesn’t tell us enough. Start with the information and actions your customers need. Check whether those are easy to find and use, especially on a phone. If your budget is limited, ask for a proposal that explains priorities. What can be improved within the existing site? What requires more work? What is each change intended to accomplish? You should understand what you’re paying for. Try this today: open your website and imagine you’re considering your business for the first time. Find a service. Look for answers to a few basic questions. Try to make an inquiry. Where do you hesitate? That’s a useful place to begin. At The JR Solutions, I’m preparing to add website development through a collaboration with another agency, alongside my content writing and email marketing services. If your website no longer reflects the business, you run today, let’s talk about what needs attention. Contact me at john@thejrsolutions.com

Part 3 of 3: how three articles about my own business became one lesson. Part 1 was about a process I thought I knew by heart. Part 2 was about a process I forgot I ever built. This one is different. This one is about the process behind this very series: how I decide what to write about each week. The honest answer is that there isn't one method. Some weeks I plan ahead. I pick a topic on Monday and have it written by Wednesday. Other weeks the topic finds me. Something breaks, something surprises me, or something forces me to look closely at my own business, and that becomes the article. A few of these pieces came from weeks that were harder than they looked from the outside. Part 2 came out of a stretch where client work had slowed and I needed a reason to sit down and actually examine my own systems instead of avoiding them. Writing about a missing automation was easier than saying out loud that business had gotten quiet. Putting it on the page made it real, and making it real made it easier to face.

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