An example of this theme would be product videos, which can be a video showcasing features of the wigs. It is mainly a demonstration of what the product can do.
A real-life example is much more powerful and convincing because you’re actually giving proof of the performance of the product. Below are some examples-
Stories and philosophies are what people relate to and connect with, the most. They help in making the interaction with the brand more human and help in enhancing the corresponding connection.
This requires the brand owner to create any form of content, preferably video, to talk about how they came into the respective industry, how the journey has been so far and what they are looking forward to (Personal Story). Also, what do they really believe in, when it comes to protecting their client's interests, and what measures they are taking to safeguard them (Personal Philosophy)?
If you haven’t really nailed down your personal story/ philosophy, the following questions can give a good starting point -
First of all, you need to develop a holistic understanding of what pain points or problems your customers are struggling with that you effectively solve. (This is where your effort in the case of Customer-Persona can come in handy).
What the overall implications are, of them struggling with that specific problem in the respective area of life it lies in? And finally, how does underperforming in that area affect their quality of life?
As an example, a businessman who is less emotionally regulated with his employees breeds mistrust and creates a low-trust culture. As a result, people don’t listen to him that effectively and find out ways to cut corners every now and then. This leads to poor customer service and ultimately low business performance.
Any problem in the life of your customer has a percolative effect. It can have a massive impact unless it is properly addressed and solved immediately. You need to take the proactive effort to really understand how toxifying the problem can be in their life and develop ways to communicate that effectively to them so that they become more emotionally connected to the problem and ways to figure out solutions. It really is about enhancing and enriching the lives of your customers by proactively devising solutions for problems that may be important to them but aren’t aware of their presence or their impact.
As an exercise, list out answers to the following questions -
For this theme, you’ll have to answer the following question:
‘What results/ outcomes does your product/ service help the customers effectively accomplish?’
Remember that people are not just buying your product/service - they are buying the specific tangible benefits or the impact or the outcome it helps produce in their lives.
💡 Teal Tip: Remember that people are not just buying your product/service - they are buying the specific tangible benefits or the impact or the outcome it helps produce in their lives.
By developing an awareness of how accomplishing the outcome that you are providing will help the customers in their lives, you can become more adroit in communicating what they can gain out of the association they have with you.
As an example, let’s say, in the previous example, the businessman undergoes management training where he identifies gaps in his conduct and realizes that they are stemming from his own weaknesses in the area of emotional development. He starts to practice patiently handling the problems when they emerge and not panicking at their arrival and gives a calm-headed approach towards them. All of a sudden, he becomes more able to handle the intricacies of daily business life and how navigate them with ease.
In this case, the management training produced the outcome of the businessman becoming more self-aware and aware of his own weaknesses. They may have given 2-3 solutions to immediately ramp up his performance in this area so that he becomes more proactive rather than reactive in the corresponding situations. His better performance in that area ultimately leads to better business performance for him and a better eventual quality of life.
Answer the following questions to understand the impact of your product/ service -
There might be certain unanswered questions that a prospective customer might have before making the final commitment to purchase. It is incumbent on you to address them properly in order to build up the confidence necessary to make the final decision.
During the creation of content, certain areas that need to be addressed within this theme are -
This is needed so that the customer gets a positive affirmation that they are taking the right decision by purchasing the product/service you are providing. If this is not done the customer may give in to the fear of spending their hard-earned money and choose not to buy the product/service.
Creating hubs of content is an effective technique for increasing internet exposure and topical authority. A hub is a content structure built around a single subject that is important to a company and its target audience. There are a number of more specific subtopics contained inside this framework, and purchase recommendations, how-to articles, and other supporting content are all cleverly linked out.
For this theme, you’ll have to answer the following questions-
Your answers to these questions can set the stage for an authoritative positioning in the minds of the customers that can be useful when it comes time for them to make a decision.
These subtopics may be referred to as "pillars," and the pages that link to them are referred to as "clusters." Whatever you choose to label these components, the general goal is to increase a brand's topical authority through high-quality content that attracts visitors and encourages some of them to convert. You can also create a coherent, valuable resource, and convey this authority amongst linked pages to increase the number of backlinks.
A testimonial helps in developing credibility via social proof. You need to have at least 4-5 testimonials for each of your products/services and place them on your landing/product pages. Certain ways to collect testimonials from your customers/clients are as follows:
The best way to represent a process/method would be in a pictorial manner as it is easier to understand than when the process/method is in text. Make sure that you try to eradicate the repetitive and menial tasks as much as possible while creating content for this theme, and streamline the content to the fullest extent.
Here also you will have to ask yourself a few questions-
You can also mention the big benefit/promise precisely and clearly in the headline.
Hooks are specific attention-grabbers that can help you to hold your audience and get them to explore your message. Certain proven ways to hook your audience are as follows:
Let’s take ClickUp (a project management tool) as an example, the headlines showcasing the benefits of ClickUp could be-
A Unique Selling Proposition is an answer to the question:
‘What is it that your company provides to the customer that the rest of the marketplace doesn’t?’
Other questions that can help you answer this question are as follows:
You need to get answers to these questions and then weave them into a 1-2 liner that helps transfer the key benefit/advantage of doing business with you in the minds of your customers.
Here are a few examples -
FedEx: “When it absolutely, positively has to be there overnight.”
M&Ms: “The milk chocolate melts in your mouth, not in your hand.”
Dominos: “You get fresh, hot pizza delivered to your door in 30 minutes or less or it’s free.”
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