In the last section, I asked you to consider where your ideal customers congregated. I then asked you to consider what they were listening to and what sites and blogs they would visit. This gives you two very important pieces of information; it tells you the content that interests them and the conversations they are either contributing to or listening to.
The more you understand this, the more you know what is being talked about, the more traffic streams you can tap into, and the more content ideas you will have. The exercises in the last section are not something you do just once. You need to be visiting the places where your ideal customers can be found and constantly review this so that you can remain relevant. You need to make it one of your key objectives to understand what is happening inside your ideal customer’s heads and the thoughts they are having. Remember, you need to be doing this in both directions, away from pain and toward pleasure.
Searching and Interrupting
Since the 1940s, when the first advertising campaigns were seen on TV in the US, we have been bombarded with what is commonly known as interruption techniques. There is nothing wrong with this; in fact, it is happening far more frequently than many of us realise. You would be astounded how many times during any given day individual is subjected to advertising activities. Although no official figures have been released for 2021 / 22, it is estimated by industry experts to be in the region of 6,000 per day! Most people today believe that advertising is out of control and we all suffer from overload; that may well be true; love it or hate it, advertising still has a place if you have the budget!
People will either buy because they see an advert that gets their attention by talking to them about the pain they are facing or the pleasure they are chasing. Or they will be actively seeking the solution, and that is when you want them to find you and your content where they are searching for the solution that fits their needs.
The advantage to those who are actively searching over those that are interrupted is they are looking, and so when they find you and reach out, they are pretty much ready to buy.