Rebecca Bridge@rebeccabridge

rebecca@portent.com

BUY THIS PRESENTATION NOW!The Line Between Salesiness and Authenticity

@rebeccabridge

If You Act Within the Next TWENTY Minutes

You Can Have This PresentationFor the LOW LOW price of

FREE

What Is Salesiness?

Aren’t we in business to sell products and services?

I’m not a PHILANTHROPIST!

@rebeccabridge

@rebeccabridge

I’ll defer to the Internet’s linguisticexperts…Urban Dictionary users:

Well! That ain’t good!@rebeccabridge

This just isn’t the way to do it.

Superficial@rebeccabridge

Neither is This

@rebeccabridge

Aggressive

Nor This

CHEESY

TRUST=

AUTHORITY@rebeccabridge

Your content isn’t about YOU. It’s about giving your customer the information they need.

@rebeccabridge

Don’t Be Your Own Hype Man

@rebeccabridge

FindYour AUTHENTIC

Voice

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Oh, that helps.@rebeccabridge

Ernest Hemingway@rebeccabridge

Jack Kerouac@rebeccabridge

YOU!

≠

@rebeccabridge

Answer the “Why” question.

@rebeccabridge

Lawyer

Doctor

Banker

I Coulda Been A

@rebeccabridge

KnowYour

Audience

@rebeccabridge

You’re Not Just Speaking to a Demographic

45-55 yo MaleDrives a Subaru

Eats out often at chain restaurants Gets up at 4:30 AM

@rebeccabridge

That’s Dan! He’s 52 years old, a school teacher in fairly small school district in Vermont. And he’s just a few years off from retiring. He drives a Subaru because he lives outside of town and the roads get pretty icy in the wintertime. He coaches the swim team, which is why he’s often up before the sun to make get the school’s gym open for the kids. He’s also something of a “foodie”, and does most of the cooking around the house. However, whenever he’s traveling with his students for swim meets, they usually grab something fast off the highway.

@rebeccabridge

When you know who utilizes your products, and what their aspirations are, you can make certain your content has value.

@rebeccabridge

WriteWhat You

Know

@rebeccabridge

ShowDON’T

Tell

@rebeccabridge

Don’t tell me the moon is shining, Show me the glint of light on broken glass.

-Anton Chekov

@rebeccabridge

Don’t JustSAY

That You’re Focused on

The Environment

@rebeccabridge

Put Your Content Where Your Mouth is and SHOW ME!

WriteEvery

Day

@rebeccabridge

But I sell lingerie?!

@rebeccabridge

Ain’t NobodyGot TimeFor That!

@rebeccabridge

Keep Yourself Inside of the Conversations Going on in YourIndustry and Your Community.

Don’t Let Your Content Go Stale.

@rebeccabridge

@rebeccabridge

Don’tBeBoring

@rebeccabridge

@rebeccabridge

All writing is meant to eitherENTERTAIN or else INFORM.

The best writing?

Entertains AND Informs

You Don’t Have to Be

@rebeccabridge

And You Don’t Have to Be

@rebeccabridge

@rebeccabridge

QUESTIONS?