For most consumers what usually drives them to make a purchase is the need to solve a problem.
Whether this is a small problem like “I need to feed my family tonight” or a more challenging one like “how will I lose 4 stone in weight” is irrelevant when it comes to creating your copy.
As humans we are pre-programmed to respond better if someone is offering us a solution to a problem within a budget that’s palatable.
The best content marketing will even help potential clients and customers identify problems they weren’t even aware they had.
But why is this important?
Firstly, because it automatically makes your copy worth something to them. It gives it value and helps to establish you as an expert or voice of authority on the issue they’re having the problem with in the first place.
Secondly, it helps your potential customers understand where you fit into the grand scheme of their lives. You’ve helped them identify a problem, you’ve given them some information to help solve it and, if your copy works, they’ll be curious enough to want to take it to the next level – your upsell.
Thirdly, by helping your customer or potential client identify and begin to solve their problem you are helping them understand how they can move forward with their business. You may be lucky to find a client on the cusp of change and you can take that journey with them, or you could be simply supporting them on a journey they’ve already started. Either way your blog post or marketing email is more likely to convert to a paying client or an upgrade in current services.
So how do you identify these problems?
Essentially you have to reverse engineer your business almost. Look at the services you provide, ask yourself what problem does each of these services solve for your clients and why do they need you. Then ask what you can tell them that will help them step forward towards a solution to this problem – this information will likely be your blog post content.
When choosing your problem to hang your blog post topic on, try to be as specific as possible. Rather than create one catch all problem to show all your services, highlight them one at a time giving your clients and potential customers a clear and concise view of what you are offering them.
Writing your problem solving blog post should be easy, but if you find its eating into your valuable time working on your core business then it’s worth considering having one of my team at Excalibur Press create a bespoke blog post for you with a strong call to action and clear problem solving message.
Alternatively, if it’s just a case of needing to identify some problem topics to start with you can always book an Inspiration Session with me to help you with some ideas for content marketing and blog posts.
Contact me now on 07982628911 or email tina@oldsite.excaliburpress.co.uk
Join THE CONTENT CLUB Facebook Group – just go to: https://www.facebook.com/groups/contentclubcommunity
Journalist specialising in showbiz, entertainment, business, trade, human interest and lifestyle.
