When implementing TAYA, can you write articles about your own company?

Posted November 26, 2022 in

Brian Casey

Coaching leaders and revenue teams on how to communicate, build trust, and win customers

The essence of They Ask, You Answer is building trust with your buyer through honest, helpful, and transparent content. But one common hesitation I've seen in working with hundreds of content managers is writing content about your own company.

This idea likely stems from writing "Best Of" competitor comparison articles where you purposely exclude your company from a list of best vendors in your space. There's absolutely a reason that in that article type you'd want to avoid including yourself on the list - just think about how you'd feel if you were searching for best vendors and you landed on a company website that listed themselves as one of the best. *cringe*

But let me empathetically state that you not only can, but should be writing about your company.

I guarantee you that at a certain point in the sales process your potential buyers are vetting you as a supplier. And with that comes questions about...you guessed it...you as a supplier. Your sales team likely has heard questions like "Why should I buy from you?" or "What makes your widget different from theirs?" or "Why is your cost more expensive than the other guys?"

And if your potential buyer or customer is asking the question - you must answer it.

Now here's the trick. You have to address these questions in a way that builds trust.

That means you can't answer the question of "Why should I buy from you?" with an article titled "Why you should buy from us". Instead, use a bit more tact with something like "Is X company the right fit for you?"

When writing articles about your company keep 3 things in mind:
  1. Address the question as factually as possible. Use data and third-party verification to support anything positive you're claiming about yourself. Don't hide your skeletons in the closet either.
  2. Strip away your biases. Don't use an article where you're talking about your company as an opportunity to highlight the good things and overload the reader with features and benefits. Don't hide your skeletons in the closet - be open about them. It's better they learn about your downsides from you rather than someone else.
  3. Make sure your sales team knows when these articles are published. Articles addressing questions specifically about your company are great for assignment selling at later stages of the buying process. 
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