Page 12 - Export and Trade

To help Kiwi companies create content that sells to Pro Tip: If you are writing for an American audience use
the Americans, four of NZTE’s North America marketing 86 (QJOLVK DQG PHWULFV \HV LW UHDOO\ PDWWHUV &KHFN
experts, including Laban, aided by four American brand your work using a free spelling and grammar app such as
and marketing gurus, put forward the following four tips: Grammarly or Polish My Writing.
1. Create a winning headline 4. Consider alternative formats
“If the headline is poor, the copy will not be read. And “Visuals express ideas in a snackable manner.” – Kim
copy that is not read does not sell goods.” ± -RKQ &DSOHV Garst, co-founder of personal branding and social media
famous copywriter and former VP of renowned ad agency EXVLQHVV FRQVXOWLQJ ¿UP %RRP 6RFLDO
BBDO.
Content that includes interesting images or short clips
It may often seem like an afterthought but headlines is more likely to get attention. Take this one step further
matter – a lot. This is becoming even more important in and replace a bulk of your text with an infographic (a
an age where content is king. In fact, websites such as JUDSKLF LPDJH FRQWDLQLQJ LQIRUPDWLRQ DQG GDWD $FFHVV
inbound.org and Reddit have users up-vote the content free infographic templates from online platforms including
they want to see based on the headline alone. Canva & Easelly.
To learn how to create a winning headline go to:
https://blog.hubspot.com/marketing/headline- Pro Tip: If you tell your story using an infographic, share
writing-tips it on Pinterest. While this is just the tip of the iceberg,
the real magic happens when you translate your key
2. Make it shareable messages into stories that win the hearts and minds of
“Marketing is no longer about the stuff that you make, but your audience.
about the stories you tell.” – Seth Godin, American author, As David Beebe, the Emmy-winning producer,
entrepreneur and marketer. brand storyteller and content marketer so aptly put it;
³0DUNHWLQJ LV OLNH D ¿UVW GDWH ,I DOO \RX GR LV WDON DERXW
Distil your story into a piece that will talk to your yourself, there won’t be a second date.”
customers. Remember that content is not all about selling
your product or service. While content can be a form The Chamber’s viewpoint
of advertising, it should not be treated as such. Go to Mike Hearn, executive director of the American Chamber
https://neilpatel.com/blog/content-creation-how- RI &RPPHUFH LQ 1= ,QF $P&KDP KDV ZLWQHVVHG ELJ
to-create-better-content-for-your-customers/ to growth in the number of Kiwi companies doing business in
learn how to create better content for your customers. the US in recent times – and most of it related to the tech/
Once you have made the content shareable, be sure IT/gaming sectors.
to share it with your network (include friends, family, AmCham has evolved into a business advisory/
contacts within your supply chain and engaged social networking organisation over the years, now helping
PHGLD IROORZHUV companies on their key issues when setting up and doing
business in the US.
3. Make it newsworthy That includes immigration, tax, setting up a company,
“People don’t buy WHAT you do, they buy WHY you do where to set up, raising capital, opening bank accounts,
it.” – Simon Sinek, British/American author, motivational distribution, regulations and investment opportunities
speaker and marketing consultant. through the SelectUSA programme.
Hearn says they also provide members with
If you think your story is good enough to grab the introductions and referrals to key people in the US; access
PHGLD¶V DWWHQWLRQ WKHQ PDNH LW QHZVZRUWK\ -RXUQDOLVWV to a network of companies already trading there; as well
are bombarded with press releases all day long, therefore as access to the US Chamber of Commerce (representing
it’s important you create an angle that will intrigue them. three million businesses, 1600-plus Chambers and 550
Go to https://www.cision.com/us/2017/10/6- $PHULFDQ LQGXVWU\ RUJDQLVDWLRQV DQG $P&KDPV
simple-rules-for-email-pitches/ for a guide to worldwide.
pitching a press release. In Hearn’s experience, one of the biggest
Post a link to your press release or blog post on misconceptions of Kiwi exporters surrounding the US
Facebook, LinkedIn, Twitter, Pinterest and Google+ with market is that it is one country.
an emotive summary of the story that asks a question or “It is, in fact, 50 different countries with each state
provokes a response form the reader. having their own regulations and taxes.” Companies

10 NZ Export & Trade Handbook 2018