So you want to dive into this mystical ‘material marketing’ thing.
Perhaps you have actually heard me bunny on about how excellent it is – how it’s fun to compose, fun to read, ethical, helpful, excellent at constructing relationships and … you know, a multibillion dollar industry by now.
You probably know, perhaps even skillfully deduced, that content marketing involves creating … uh, content. Something individuals like to read/watch/listen to/otherwise consume, that somehow drives your message.
However … how does it work?
How do you compose a short article that isn’t an advertisement, that in some way leads people to buy your things?
It’s easy enough to begin. Even if you dislike writing, you might stick a camera or microphone in your face and simply get going.
Will it work, though?
Or will individuals overlook you?
Maybe even take offense at you?
Or listen to what you have to say … but then refrain from doing anything more?
Content marketing is like another other element of your company:
Get it wrong and, at best, it’ll be a big waste of your time, cash and energy.
And there are 2 methods to screw up:
The content part …
… well, the other part.
Fortunately, I have a formula that’ll assist. I was originally going to call this THE material marketing formula, however … eh. There’s more than one way to hook in a feline.
Step 1) Bait the hook
When I started with content marketing – writing articles and whatnot – I blogged about whatever came to mind.
Mostly, it was helpful – plainly up misunderstandings around hypnosis, what it is (and isn’t) and what it can (and can’t) do.
That kept me busy for a long, long period of time.
A couple of problems though:
For one, my writing was pretty cringe-worthy back then. I guess that’s not a problem – if you get everything else right, you can probably compose really strangely and still get it right.
That, I solved with practice.
The 2nd problem – people weren’t reading my posts. Traffic was virtually no.
Finally, those few who did check out, didn’t act on it. They just proceeded to the next thing to take their attention.
It was annoying to invest a lot time for so little reaction. It was just as well I didn’t depend on my material marketing to foot the bill, otherwise I would have been going nuts.
It didn’t work due to the fact that straight-up information isn’t content. Not actually, which is why folks do not check out textbooks for fun.
Individuals might be curious about what you use …
However if you truly want to grab their attention, you begin with their pain.
Your offer should fix some problem in their life. That problem does not have to be remarkable – if you sell, I do not understand, elegant dinner plates, the issue may be not impressing their pals as much as they ‘d like during supper parties.
( If this wasn’t a genuine issue, no one would buy anything but the most affordable plates … )
People can’t disregard their own discomfort. Speak about it upfront and they’ll pay attention – especially if you let slip you have an option.
Action 2) Paint the image
Now they’re thinking of their problem.
It’s time to tell a story – preferably an individual one.
Because stories are the supreme material.
They’re informative, entertaining and persuasive.
They’re relatable – when you speak about having the problem, your audience will understand you get their battles.
And they’re addicting. Why else do people spend billions on hearing stories through books, films, video games …
I doubt there’s a successful inspirational speaker, coach or leader who does not tell stories often.
However what is a story, really?
All stories – from the easiest anecdote to Lord of the Rings – feature emotional improvement. If none of the characters change how they feel, it does not feel like a story. It discovers as more like a list of facts.
Your stories include improvement too:
Somebody (preferably you) fought with the same problem your audience does.
You attempted the important things you’re using.
Then your life changed for the much better.
It’s hardly Shakespeare but it still works. You hear this formula lots of times a week but you do not observe it till you stop and take note.
Here’s where it gets great:
When I began slipping in psychological changes into my articles, things changed. Individuals would reach out to me to say just how much they liked my short articles.
Traffic to my short articles increased … and stayed there.
Even better, I started making sales.
If your content feels flat and uninspiring like mine utilized to, it’s probably missing this stimulate.
Action 3) Dive into the logic
There’s an argument that goes back and forth. Lots of folks believe they (and others) make decisions based upon reasoning and reason.
Others argue back, stating individuals make decisions based upon emotion and instinct.
They’re more accurate, however it’s not the complete photo. Sure, we use emotions to direct our snap decisions … and even our important ones. However when we can, we use reasoning to examine them.
For example, you might decide a house ‘feels right’ … however before you purchase it, you run it against your requirements. Does it have enough bedrooms or a lot of termites, that sort of thing. If it stops working, it does not matter how ‘ideal’ it feels – you turn it down. Reasoning bypasses the emotion.
As it is with your marketing. You don’t just wish to get their feelings on board – you desire the logic to back your option too.
Folks dislike dry, dull facts … however you have enough emotional momentum from the very first two steps to get away with it. If your audience have read this far, they’re likely to keep on reading. So this is your opportunity to include some crunch to your content.
Action 4) Make the call
By now, you’ve done nothing however amuse them. If they stopped reading, they ‘d still get a lot out of your material.
Which’s okay – the ones who are still checking out might share your material, fire up your other content and, yep, maybe even make a purchase.
So this is your chance to ask for it.
Advise them of what they’ll manage utilizing your option.
Inform them what the next action is – like “call me at this number” or “follow this link”.
Then make it simple for them to do precisely that.