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Hands up if you’ve ever traded your email address for a free ebook, whitepaper or super-top-secret-tip.
Most of you, I suspect.
Now, leave your hand up if the thing you received gave you what you wanted without trying to sell you a $199 ‘upgrade’ to actually get to what you thought you were getting in the first place.
A lot of ‘helpful’ content online is a bit slimy. Titles that are too good to be true, with content that gets your attention but never delivers until you register for some expensive ’thing’. Which also happens to hold back on the real content until you buy yet another ‘thing’.
Here’s three things you must do to make sure your content doesn’t fall into this category.
Funnels allow content creators to strategically track the stages our audiences travel through on their journey towards making a buying or converting decision. They help us to communicate what people need, when they need it, as through we were right there in the room with them, at scale.
You’ve probably subscribed to at least one author who misused the power of ongoing automatic communication.
Basically, he (perhaps unknowingly) became a spammer.
Considering that 73% of leads that enter your funnels aren’t ready to be sold to, he’s not alone.
Funnels are important when used correctly, because they help you to serve your audience based on:
But funnels are not "a sophisticated alternative to spam". Funnels present an opportunity to create organized value, not automatic irritants.
When you create content that communicates care and service to your audience, they’ll reward you with their engagement, money, commitment, whatever it is you’re looking for.
Here’s some steps to take to make sure you’re creating value:
Hands up if you’ve ever had to go looking for single-cell round batteries on Christmas Day, because somebody got a present that didn’t have batteries included.
How annoying is it when you realize the manufacturer didn’t anticipate the recipient wanting to turn it on when they got it?
There’s a lot of content online that ships without batteries - although the authors will give you those batteries if you sign up for their more expensive offering.
Techniques like this can actually be pretty effective. But they dilute the value of your word in the process. Remember:
With that in mind, here’s some practical steps to make sure your content offers value on its own:
Think back to the last time you started working on a fresh new piece of content.
With that in mind, now think back to the last time you bought someone a birthday present.
Are there any differences?
Great content should feel like a gift-wrapped, thoughtful gift from you to your audience.
A huge factor in whether your content will be successful or not depends on how different your answers are to those questions. Start with your audience in mind:
Again, here’s some steps to make sure your content feels like a special gift and not a lump of coal:
If you follow these steps, your site visitors won’t see your offers while doubting your integrity, the integrity of your product, or your purpose.
To make sure these steps find their way into your content, we’ve gone ahead and created a checklist for you to work your way through each time you prepare a new piece of content.
As a result of this extra attention to detail with your content, you should see an increase in trust, engagement and commitment from your audience. Share this content with your network, so that you can help shape the future of their content as well as your own.
Want to make sure your audience doesn't feel screwed over by your content? Download this checklist for use with every piece of content you ever make again.Download now, no opt-in required
There’s a lot of stuff to do to make your web presence work.
A lot of it may be entirely new to you.
You can’t just wing this stuff. Well, you can, but you’ll discover very quickly how ineffective that is.
But - if you have all this spelled out for you, step-by-step, you can see exactly how to make this work.
We’ve created that step-by-step guide for you.
It’s yours already. No charge. All you need to do is download it.
If you’re not sure it’ll be worth it, or if you think it’ll just be one long pitch, that’s understandable.
There’s a lot of that in our industry.
The good news is, it’s not a pitch. It’s a guide.
If you didn’t know already, we’re here to help difference makers make a difference. That’s it.
So download it now, while it’s still available, and let us know if you have any questions. We’re here to help you succeed.