Picking up the thread from yesterday, the takeaway was that the best content—the kind that drives leads to your services—enters the existing conversation going on in the minds of the buyer.
It’s not even the specific topics on their mind that you have to join in on—although that helps. It’s really about the level of conversation.
Intro topics vs. advanced topics. Business problems vs. marketing topics. What to do (ingredients) vs. how to do it (recipes).
It’s tricky because you can be directionally right about your topics, but if it speaks just above or below your ideal buyer’s level, you won’t get any inbound opportunities from it.
Here are a few tricks you can use to make your content more resonant with actual buyers—without guessing or making up topics on the fly.
- Look at past sales calls to see what people are saying, asking, and wanting
- Write down questions your current clients ask you and answer them in your content
- Think about the projects you work on and what parts interest your buyers most
- Write with a real person in mind (an ideal buyer) to make it easier to connect at their level
- Share more of the kind of content that has driven people to hire you in the past
- Research communities where buyers are talking and see what they’re talking about
It’s almost impossible to get it right without some real data—ideally conversations with your target market.
It’s so easy to miss the mark by a sliver when you think you know what your ideal clients want to hear—only to say it at a level that doesn’t connect with their thinking.
I’ll leave you with this quote by psychologist Carl Rogers:
“What is most personal and unique in each one of us is probably the very element which would, if it were shared or expressed, speak most deeply to others.”
Collect real conversations, transcripts, topics, questions, and stated goals directly out of the mouths of your ideal buyers.
What is relevant and important to a real ideal buyer is also relevant to many more like them.
That’s the secret.
—kevin