The content that you create has a profound impact on your marketing and sales. If you provide helpful content to your audience, you can get a lot more customers. However, if you fail to do so, you may not be able to reach your maximum potential, even if your product is awesome.

To help you figure out the best content to effectively communicate with your customers, I have with me, Marcus Sheridan. Through his unique approach of being transparent with customers, he’s generated over $7 million in revenue for his fiberglass pool company from a single post!

Here is the content that he recommends every business must use to communicate with their customers effectively:

1. Costs, Comparisons, and Reviews

Businesses typically resort to hiding their pricing from their potential customers till the last moment. Customers also find it difficult to find information that they can use to compare a business with its competitors. Some businesses also try hard to hide negative reviews from their audience.

According to Marcus Sheridan, all of these practices are completely wrong.

The information that you’re trying to hide from your customers is the exact information that they seek. In Marcus’ words, the buyers seek their, “Big 5 – Cost, Comparison, Reviews, Positive, Negative.” As the business owner, your goal should be to provide this information to your audience so that they can make an informed decision before purchasing from you.

2. Who the Product or Service Isn’t for

Marcus argues that you should try to be as transparent as possible with your customers. While businesses often have some sort of, “Who is this for?” or “Use Cases” page, they seldom have a page that’s got information on “Who are we not fit for?”

This information, according to Marcus, is crucial for customers to make a decision. You should concentrate on getting only those customers who are a good fit for your business. Those who aren’t a good fit for your business may not like your offerings. That’s why it’s critical to share this information with consumers.

Final Thoughts

Brands must understand what  consumers are looking for before making a purchase. You must do everything you can to share this information with them to help them make a more informed decision.

It’s essential for you to also let them know if your product or service is right for them. In a nutshell, the content that you create should improve the transparency of your business.

What are the other important forms of content for businesses? Let me know in the comments.

Shane Barker is a digital marketing consultant who specializes in influencer marketing, product launches, sales funnels, targeted traffic, and website conversions. He has consulted with Fortune 500 companies, influencers with digital products, and a number of A-List celebrities.