by Hoogie Espinosa . October 15th, 2014
You’re an entrep. You’ve got a new business running. Everything’s set to go. Except you look at your website and/or blog. It’s empty. You spend hours thinking of new content to write, but to no avail. Sometimes, you do get to write about something, but it still doesn’t work.
Think of how a hunter stalks their prey. They look for anything that could teach them how they act. Footprints, stool, whatever. Then they set traps in the usual paths of the prey, on locations they’d least expect it.
Target this state by answering these questions. Make the customer aware of the problem, but that there is hope. Make them know that there are a million ways to solve it but you are the most efficient one for them.
Then that’s when the true research phase starts. When they want to know what are similar options like it, and if those options really work. When I google for this phase, I type things like “how to” or “alternatives”, or if the problem is extremely specific, I type down the whole question.
Answer this by telling others that your product can solve their problem and how. Do you promote quickness and quality? Type those down.
However, there is always the human aspect to things. Is it easy to use? Does it fit in my budget over time? Is it safe for my kids? These are things you don’t find in a stats page. Things that only come with the experience of others. And because of that, it’s also where you need some outside help. Nobody will ever believe your own weight with others because of bias.
You need a lot of 3rd party things like case studies, testimonials, and comparisons from blogs that matter to you. Find out which blogs talk about things like your products and score great on Google, and send them a trial of your product.
And you see companies solve this all the time by posting things like FAQ and About Us pages, making their website simpler and more mobile friendly, anything really that makes the process more efficient. The faster the process is, the earlier you get your money and the shorter time the customer can think “No.”
And that’s it. Awareness, research, comparison, and purchase. Use those four steps to find out what content to post. Content that you can easily come up with and content that works well.
I do grown-up things to pay for my childish whimsy and rule the universe one step at a time while at it. Join me for the most fantastical, out-of-this-world adventure your trudgy 24/7 startup will never have.
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