Want more conversion with content? Try This!
Dear Lovely Business Owner,
Want more conversion from your content?!!
I know you are banging out content like it’s going out of fashion and you are on the more, more, more treadmill. Still it’s not quite getting you the results that you wanted is it?
My quick tip for this is this.. you need to build emotional connection with your readers, listeners or viewers, not just communicate from your head, with facts and figures and ROI.
First of all why? Let me spell it out…
Gartner Report in 2015, said that buyer’s are spending only 32% of their buyer’s journey interacting with our content and our sales people…. 32%!!!
This means that your content is just going over their heads, not even entering them… sad but true. Okay, tragic after all your hard work but true.
Why is this happening at record levels? Because… as
McKinsey says: “We live in an age of continuous partial attention.”
This is backed up by Daniel Goldman author of Emotional Intelligence: who states that “ Our attention is literally under siege.”
Or as Gary Vaynerchuk, of Vayner Media says: ” for a consumer to get excited about something, to be compelled by something, it comes down to attention.”
Yet, how do you get their attention if they are truly distraction.
Simples. My biggest tip is to as Gary himself does so well, is to show them that you care! Seriously.
“I attract a crowd, not because I’m an extrovert or I’m over the top or I’m oozing with charisma. It’s because I care. ” Gary Vaynerchuk.
How do I do that Carrie? Caring is quite literally at the heart of my vision for my Business and at the heart of the concept which I created called: ” Return on Connection.’ It means you have empathy for which most easily is done through listening.
This can be hard for some Content Marketers as they are stuck on this Content Treadmill, and in their logical brain and cannot see the logical benefit to being more caring in their Business or in their content.
Yet today, Seth Godin, blogged about this very life-changing and indeed Business-changing notion. He said: “Empathy is a bridge ( which really means caring.) “Sorry” doesn’t mean you caused the pain. It merely means that you see it, that you’ve felt pain before in your life as well, that you are open to a connection.Our ability to bring people along is critical because we’re playing a long game, even an infinite one. Back and forth, day by day, with many of the same people.
One day, it will be reversed, and a classmate or co-worker or competitor will be the one that can listen and care about the pain. A pain that might feel very similar.Gloating or silence closes the door. Empathy, on the other hand, and the action of speech, of moderation, of connection, can change everything. And if it hasn’t been present before, it can start right now.”I see you. I’m sorry for what you’re feeling. How can I help?”
How can you do this in your content?
You can be more empathetic. such as whatever content you create, feel it, be in that space of their pain, their discomfort, their upset, their heartbreak. Hold that space.
Imagine it if you can. If you find this hard, just recall a time when you were truly upset, or needed help or support, and recall how you felt, and draw upon those feelings whilst creating your content as this empathy, this caring will help you to create emotional connection. Or even recall a time when a loved one needed some care, some TLC, some support and EMPATHY!
For example: When I started out learning about Marketing in early 2005, I was overwhelmed yet truly excited about reading and learning from experts all over the world. I felt like I had a mountain to climb and was getting no where fast. I hopped on a plane to Nashville, to Singapore, and spent hours and hours listening to webinars and attending teleclasses but a lot of it felt off to me. I felt like I was ‘being told,’ to learn this ‘war-like,'( such as make a ‘killer presentation,’ ‘crush the competition,’ ‘dominate that niche,’ ) language which I hated and did not feel at all comfortable with me, even those the mostly men teaching me had earned millions.
Then, one day, I started to find teachers who seemed to clear the way for me, and help me to see a way through this fog of information. They empathised with me, how I was feeling they shared tips on how to keep it all very simple, and do try things out and see what works for me and what doesn’t work for me. I felt listened to, I felt cared for and most certainly no longer felt alone with my problems with marketing. They usually had their own Business and were walking their talk, sharing their story, owning their mistakes and being real and authentic.
They were not using slimey, hypey sales strategies or standing up giving a presentation whilst being on the verge of collapsing like one guy did in Singapore, at the same time claiming that he was healthy, and wealthy I kid you not. Or one v famous guru shouting at us in London to sign up for his Warrior training, well more like bullying us into it at the same time suggesting that we were wimps if we did not buy today.. I kid you not..
The people who I eventually decided to just focus on were real, honest, open, and did not play games, or make out their life was perfect and I felt that they had empathy with me, feeling overwhelmed, feeling confused and unsure of what to do first! ( Such as Nicola Cairncross, Judith Morgan, Sarah Arrow Nigel Botterill Ali Brown )
Contrast this to a recent Tweet Up I attended, with a Social Selling expert who did nothing during the hour we all met up but broadcast, and shout about how great he was. He had no empathy for any of us wanting to increase our social selling, none whatsoever, he was more interesting in us just buying his book and taking a selfie with it…Not a chance was or rather am I going to get his book… not a chance!
Still confused? Need more help and support? Ready to spend hours and hours trailing the Internet learning more, then trying to fit into your already rammed schedule how to actually then find the time to implement it all into your Content Marketing Strategy? Or, are you ready to learn the basics of creating emotional connection with me? Well you can start off here:http://www.theblondepreneur.com/return-on-connection-course/
Love Carrie x
Really, really good advice here. I think consumers are sick and tired of being ‘sold to’ and your connection message is the antidote to this – at the end of the day we all want to be cared for, don’t we?
Thank you Lesley, that means a lot. They really are. Thank you. Absolutely !!
Thank you Lesley, I appreciate you saying this. I wholeheartedly agree, it is all we want is to be cared for, in every relationship and indeed in every transaction.
When the other person feels that you get them makes all the difference.
Thank you Tracey. It absolutely does !
Thank you Tracey 🙂
This is why I’m a big fan of following your passion with your business – that way you’ll *always* be creating content that’s genuine, not juts cookie cutter stuff to grab sales.