Do you feel like the people you need and want to help ignore you?
It’s annoying, really.
You do all this work for them. You built this amazing piece of health tech that makes a real difference in their lives.
And what’s more, you’re putting out content that you think they should read. Because we are all a little biased when it comes to content we create, this probably means you’re a little bit offended that they aren’t reading it.
Yet they still ignore you.
If that’s the case, there is probably a good reason why, and I have a guess what it is.
You didn’t create your content for them.
When you made that video, wrote that blog post, published that social media update, you were doing it with you in mind, not them. You were thinking, “how does this solve my problem?” instead of “how does this solve their problem?”
If your content doesn’t help your customer solve a problem, if it’s not relentlessly helpful and doesn’t offer tremendous value, they don’t have any reason to engage with it.
Your story should be in the context of their story.
I get asked a lot “but don’t people need and want to hear my story?” The answer is yes…possibly.
However, if you are trying to drive sales, your story should always be told in context of their story. They should always be the hero, your story is merely what equips you to help them reach success and achieve change.
It’s not a bad thing to tell your story. But if you’re not doing it to help your customers, then you’re doing it wrong.
The fix: put your customer at the center.
The simple solution to get people to start paying attention to your content is to put your customer at the center.
If you didn’t catch last week’s post, a content tree, is the easiest way to do that.
A few things to keep in mind…
Start with their problem.
You need to deep dive into what their lives look like without you in it. What are the external problems they face? The internal problems? What is the philosophical problem – the “they should not have to _______.”
When you know their problem, you can create the message that addresses that problem, how you solve it, and how it makes their lives better.
Beneath that core message, you create three pillars with the 3 pieces of the puzzle, the 3 ways you solve their problem.
Doing it this way keeps your customer at the center of your content…not you or your company.
Show them the promised land.
There’s this really great blog post I refer to often that lays out how to create the perfect sales deck. But it’s not just for sales. I think everyone can use this same approach to create great marketing content.
Instead of being all gloom and doom and ONLY focusing on their problem, you need to help your customers look to the future. Show them what live looks like when they succeed. Create a really clear picture of the ultimate destination they are trying to reach. And then tell them how you help them get there.
This approach moves you from problem/solution marketing and feature/function marketing to aspirational/transformation marketing. It sets you up as the guide who leads your customers to success.
Call them to action.
Too often marketing content leaves customers confused. They read this great blog post and they think, “cool, what am I supposed to do now?”
And you never tell them.
Your job is to make their job easier…and part of that is by telling them exactly what to do.
Every blog post, every video, every piece of content you put out should have a goal and then a call to action that invites them to complete that goal.
For instance, being really transparent here – my goal with this blog post is to drive more downloads of my content tree resource. In this blog post, I talk about the content tree, I talk about putting your customer at the center of your content (by way of the content tree), and I link to a couple other articles that also talk about the content tree.
At the end, I’ll call you to action and ask you to download the content tree. The choice is totally up to you – if you think it’s worth your time and email address, you’ll fill out the form. If you don’t, then you won’t. But the point is, you are absolutely clear on the choice you needed to make.
Every piece of your content should invite your customers to do something. Download a resource, book a demo, schedule a consult.
If you’re not calling them to action and giving them a clear reason why they should act, then they will never know what they are supposed to do.
If customers are ignoring your content, then you aren’t doing your job.
The best way to turn this all around is to build your content tree that focuses on your customers problem and how you help them solve it and reach their promised land.
If the Messaging and Content Cheatsheet helped turn around your marketing for 2019, please comment or send me an email firstname.lastname@example.org. I’d love to hear your story!
Are your marketing strategies failing?
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PLAN CONTENT THE EASY WAY
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WHO IS WHITNEY?
Whitney is a consultant, speaker, and writer on a mission to help life-saving, life-changing technology break through the noise and achieve mass user adoption. Learn more about her here.
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