- Burying the lead: If your reader only took away one message from your content, what would it be? Say it upfront. Holding the Big Reveal until the end may work in suspense novels but it’s not doing YOU any favors. You lose a reader far too quickly these days and need to grab their attention quickly.
- Taking the wrong approach with your web site: You’re worried that your web site is your only opportunity to tell a potential client about yourself, the programs you offer, why you are so passionate, etc. You have a LOT to say! But don’t rely on your web site to be your only point of contact. Let people get comfortable with you through social media, videos, and emails. They need to feel that you understand their problem and your product or service is truly worth their money. Too many scammers are out there these days and folks are wary.
- Trying to appeal to everyone: When you try to reach everyone, you reach no one. Get laser focused about who your ideal customer is. Be crystal clear about what specific problems you can help solve and the benefits you provide. Vague is out!
- The curse of knowledge: You’re passionate about what you do or what you sell. You think about it day in and day out. Your customers are coming from a different place and need information in bite-size chunks and without too much jargon. Understand where they are sitting and what lens they see the world through! Hint: you probably need to get out there and talk to them to understand this better.
- Not being vulnerable: It’s hard to open up for all the world to see. Yet when potential customers can see that you are a real and genuine person who struggles sometimes just like them, they will relate to you. Show them your personality and your life. You are more than just a person who sells this one thing….. you have friends, family, hobbies! Don’t worry so much about being uber-professional and just be real.
Tricia Sheehan is the founder of Wellness Warriors and can be found at wellnesswarriorsforhealth.com. As a coach and entrepreneur herself, she is passionate about helping other coaches to grow their businesses by providing top notch editing and proofreading services so you can save time and focus on your business! No more wasting time writing and rewriting…. get out into the world and do your thing!
Great post, I see a number of clients doing a few of these, or worse the rely on only social media and nothing else! Will share this post out! thanks
This is such a great post. Your point on burying the lead is such a good one that I believe I may be guilty of at times. Being vulnerable is critical because it is relatable. Thank you for this, you rock.
Great resource Brian. thanks for sharing!
Continue to enjoy your posts. Thanks for sharing. The point about being laser-focused on your target audience is so key. We can’t please everyone and sometimes, we may just downright offend some people (especially if we are making ourselves vulnerable). But that’s okay, as long as we are accomplishing our goal of informing and/or entertaining our main target, that’s what drives the needle forward in a positive and successful fashion.
Great stuff! I have to share your post with some friends who are interested in online marketing.
So helpful and I agree with all of it especially 5. As I move forward online this will really help.
We sometimes worry about the wrong things and magnify small unimportant stuff. This takes away energy and focus from the bigger picture. I’m sharing this post to a client of mine who’s hurting her business.
Hi Brian
Great points – all of them. The one about burying the lead magnet is really an eye-opener.
I think the greatest challenge is finding your customer – the one that inspired you to write a certain post in the first place. However you do give a number of valuable pointers here: Make friends, let people get comfortable with you. If you can get to that point you know who to write for.
Valuable info. Thanks for posting.