I recently browsed the websites of ENR's top 10 design firms in the world. What impressed me was their single-minded intent to demonstrate value. Each firm, in its own way, made a persuasive case for how their services made a difference on projects of massive proportion.
Clients are influenced by how we write about our services. If we take a "just the facts, ma'am" approach, we lose the opportunity to capture their imagination and entice them to consider the enormous possibilities of working with us.
To create engaging content, Entrepreneur.com advises us to think like a journalist and relate the 5 Ws and 1 H in our stories. Creative heads and decks don't just optimize content for search engines, they grab readers' attention and pull them into the story we want to tell.
Each web page, every project profile, can captivate and delight. Look at the subject through fresh eyes and ask, How did we create value?
Sometimes it takes extra effort to tap into that unique selling point. As Entrepreneur points out, "You need compelling content to engage the audience and persuade them to take intended action(s). This is no easy feat." Nothing worthwhile is ever easy.