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Write Content That Facilitates Buying Facilitation
Because of your sophisticated tracking and targeting, you know who is reading your content. But do you know why they are reading it? And how are you reaching those who could or should buy but ignore the items you send them?
Content is written with different reasons in mind: so that buyers can learn about your solution as early as possible along their decision path; for brand recognition; gain followers; to make a sale. We write with a limited focus on reaching our target market and use every means at our disposal to distribute and track it, hoping it will help us make a sale or find more followers.
DATA VS DECISIONS
But how do you know if this content, with these ideas and these words, written in this style, will allow those looking for a new solution to recognize that they need you? Not only are you looking for a reader you can’t fully know (Why are they reading your content? No. Really. Why? And how many potential buyers are turning it down because they’re not ready yet?), you’re waiting, guessing, tracking, targeting and crossing fingers hoping it reaches the right hands at the right time to take action.
But your glorious content, sometimes little more than a thinly veiled advertisement, may not be getting you all the success you deserve. You have a ceiling of 5% success rate (less than 1% for content marketing) because you are limiting your readership to those who have already decided their next actions. By sticking to push data, you’re missing the opportunity to make your content an interactive, decision-making experience. With a few tweaks, you can create content that can be used to facilitate a sale and expand and reach your audience.
The problem starts with using content marketing as part of your sales/solutions placement toolkit. Without a doubt, content marketing is great at explaining, presenting, writing, presenting and presenting facts about our solutions. But this usage limits our target audience to those who are ready to buy and are also examining competitive data.
When you think about the initial activity within the purchase act: the pre-sale, the change management, the decision issues that include 13 steps to consensus/action (9 of which are related to the pre-sale and not related to “needs” or “purchase “). – There are a lot of potential buyers who aren’t reading your content because they aren’t ready, but could easily be prepared with content that fits the path of their pre-sale change management decisions. You can develop different types of relevant content so that you are with them every step of the way, even before they realize they might need you.
See, before deciding on a solution, buyers have to do change work that is systemic in nature and vital to maintaining systems congruence: the rules, initiatives, relationships and history of their culture and environment. They can’t wake up one day, see your content, and drop everything and everyone without a second thought to do what you want them to do. Nobody buys like that.
Thinking that a potential buyer “needs” your content, or will be persuaded or influenced to take action before it’s ready, is magical thinking and unnecessarily narrows your audience. Obvious, right? Before someone buys something, they do their research, get information and bounce ideas from friends/colleagues, find out the possible consequences, try different possibilities and finally reach an agreement to move forward. Your content is only relevant when they have managed all of this. By submitting your message, you are restricting your purchase. You can use content marketing to make the process easier.
When it was time to start marketing my book What? Did you really say what I think I heard? I had a problem. Known for my Buying Facilitation® material in the sales industry, I had no obvious audience in communication or listening. I had to attract a new audience – find new readers AND move from being a “sales” expert to a “communications” expert. My goal was to provide corporate teams with a one-day training in Listening Without Prejudice. To do that I needed readers to buy my book first.
Realizing that I needed buy-in to run an internal program, I wrote an article that would appeal to the largest population of readers because of the universal issues involved: meetings. I wrote a very useful article on meetings that provided a clear description of the inherent problems and offered very creative, tough and usable solutions to make them creative, collaborative and result-oriented. I never mentioned anything to do with listening. There was no manipulation or commercial overlap in the article, no listen/book links appeared only in the footer.
I received dozens of “Thank You” notes from readers I’d never heard of, saying they had forwarded/shared my article with hundreds of coworkers, friends, and colleagues. Many, many people shared the article on social media, bringing me new readers and subscribers outside of my natural market. The article was ranked as one of my most read articles, with thousands reading it in the first few days. And my book sales went through the roof – I had a 51% conversion rate.
So yes, content is vital. But it can be read by more potential buyers, earlier in their decision path. Start by understanding each of the pre-sale issues (i.e. systemic change-based, non-“need”-based, or solution-based) that your buyers need to address with their colleagues and partners, then write articles that help them along its normal route. making the internal decisions they should make before they can buy. Then you will prove yourself and be familiar with them. When they are ready to buy and have all their internal ducks in a row, they will seek out your content.
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