Most people arenโt ready to buy on day 1. Especially in B2B.
To stay top of mind, you need to plant persuasive seeds.
Here's how to do that in content:
To stay top of mind, you need to plant persuasive seeds.
Here's how to do that in content:
If you don't learn the art of subtle persuasion, you're leaving money on the table.
The key is to make it into the consideration set.
So when prospects are ready to buy later, you're a viable contender.
E.g.
"We got an X budget increase. Remember [biz]? Let's reach out."
The key is to make it into the consideration set.
So when prospects are ready to buy later, you're a viable contender.
E.g.
"We got an X budget increase. Remember [biz]? Let's reach out."
Subtle persuasion is the opposite of big CTAs, like:
-Pop-ups
-Highlight boxes
-The final tweet in a thread (e.g. 'Start your journey today')
Instead, it's:
-Success stories
-Personal experiences
-Emotive anecdotes
-Powerful arguments
-Prescriptive 'how-to's'
-Pop-ups
-Highlight boxes
-The final tweet in a thread (e.g. 'Start your journey today')
Instead, it's:
-Success stories
-Personal experiences
-Emotive anecdotes
-Powerful arguments
-Prescriptive 'how-to's'
You want to make the reader feel something. Because when people feel, they remember.
Science tells us that memories linked with strong emotions improve recall.
By 'feel' I don't necessarily mean laugh or cry. The key verb here is 'to relate'.
Relevance is emotional gold.
Science tells us that memories linked with strong emotions improve recall.
By 'feel' I don't necessarily mean laugh or cry. The key verb here is 'to relate'.
Relevance is emotional gold.
You want readers to draw a line between your content and their lives.
The more aligned with their stage of awareness, the better.
(Unaware, Problem aware, Solution aware, Product aware, Most aware)
Their stage + your goal impacts your structure which impacts your narrative.
The more aligned with their stage of awareness, the better.
(Unaware, Problem aware, Solution aware, Product aware, Most aware)
Their stage + your goal impacts your structure which impacts your narrative.
This is why understanding your audience is so key.
The story you tell to executives varies from the story you tell to employees.
Because their experiences, expertise, & awareness vary.
The more you grasp their problem, the better you can present a relevant, memorable solution.
The story you tell to executives varies from the story you tell to employees.
Because their experiences, expertise, & awareness vary.
The more you grasp their problem, the better you can present a relevant, memorable solution.
It's also why you need a diverse range of content.
It's unlikely you only have one audience type.
What works on one prospect may not work on another.
Again, talking to your audience is key.
Learn what they struggle with. Identify their desires. Then speak to them.
It's unlikely you only have one audience type.
What works on one prospect may not work on another.
Again, talking to your audience is key.
Learn what they struggle with. Identify their desires. Then speak to them.
For example, I run a cohort-based course once a quarter on impactful social writing.
Some people know they need help and why. Others don't.
So I vary my content to speak to one group at a time, e.g.:
Some people know they need help and why. Others don't.
So I vary my content to speak to one group at a time, e.g.:
Unaware: Social writing can kickstart your side hustle (list of ways it can help + examples of people that have monetized a side biz in X timeframe)
Problem aware: Here's how to get started building a personal brand on social (examples of exactly what works and why + results)
Problem aware: Here's how to get started building a personal brand on social (examples of exactly what works and why + results)
Notice how in both cases, I'd pull on examples, stories, and real-life results.
I want people to relate to the problem I'm describing.
And see the solution as a way through.
You still need a run-down of the course with a big CTA.
But subtle + direct persuasion = power combo.
I want people to relate to the problem I'm describing.
And see the solution as a way through.
You still need a run-down of the course with a big CTA.
But subtle + direct persuasion = power combo.
My favorite way to curate relevant content is by showing, not just telling.
Last year, my friend asked me to edit their thread. I turned it into a teachable moment to help ppl + promote my course.
It generated 300+ waitlist sign-ups & 10+ students.
Last year, my friend asked me to edit their thread. I turned it into a teachable moment to help ppl + promote my course.
It generated 300+ waitlist sign-ups & 10+ students.
Love it or hate it, marketing is an emotional sport.
Want to make that coin? You've got to tap into those feelings.
Follow me @ericasmyname for more content writing tips.
And check out my course with @ABetterJones if you're keen!
maven.com
Want to make that coin? You've got to tap into those feelings.
Follow me @ericasmyname for more content writing tips.
And check out my course with @ABetterJones if you're keen!
maven.com
That's a wrap!
If you're feeling share-y, click on the first tweet below to go back to the top, then retweet:
If you're feeling share-y, click on the first tweet below to go back to the top, then retweet:
Loading suggestions...