Having trouble getting people to read your stuff or take action on your web site? Remember, one factor unites all the content disciplines: the human condition.
All content consumers are human. We all have problems. We need help and solutions. When I’m reading along wondering, “what’s in it for me?” I’m looking for something that will help me make progress towards my goals.
So show me you understand my predicament! Once I know you care about it, I’ll be ready to listen. You’ll have credibility.
Here's how to apply this in your business today.
In social media, find groups of people who have problems you can solve. Go hang out with them and sympathize, then send them to your site to discover the shining golden path to successfully achieving their goals.
On your web site, show your visitors how well you know the problem, how expert you are at solving it, and how delighted your clients and customers are with the results. Then offer to put them on that shining golden path… via your product and service funnel.
In your product and service funnel, GET YOUR CUSTOMERS TO THEIR GOALS AS QUICKLY AND RELIABLY AS POSSIBLE. It doesn’t matter whether your funnel includes coaching, online presentations, live events, information products or web applications. Getting them to their goals—getting results—is the key to building loyalty. Good design and communication speed up the process.
Your action: go back and review the last piece of content you created. Does it grab your audience by their goals? Let me know!