There is a street fight for human attention right now. Getting and keeping that attention is difficult without establishing a connection with your audience. The best way to establish that connection (and keep it) is by creating your own content.
95% of customers start their purchase process online and the content you create and publish can often mean getting the sale or losing it to your competitor.
What is “Content”?
Content is anything that communicates a message to an audience. Once content is created, it’s typically syndicated through social channels and email.
Content comes in many forms:
- Writing (such as a blog but also social media updates)
- Images
- Video
- Audio (such as a podcast)
- Live streaming/video
You’ve undoubtedly heard that creating your own content is ideal, but it can be challenging. Who has time in between all of life’s commitments? You barely have time to get in a workout or spend five minutes relaxing or playing with your kids.
As someone who’s been creating her own content for years, I feel you. Even now, after 11 years, I struggle with creativity, time and resources. But I believe it’s super important so I always come back to making content creation part of my life.
I believe that if you’re not creating content, you’re losing a huge opportunity to connect with customers.
5 ways not creating your own content can hurt you
1. You’ll never establish an emotional connection.
As you may know, in my “spare time” away from Kruse Control, I am a horse rescuer. I’m on the board of Hanaeleh Horse Rescue and I do all the online-related communications. If there is one thing I can share with you about how to attract more attention, it’s to tell a story.
Here’s a real-life example:
- Option 1: “We rescued a brown horse. Please donate.”
- Option 2: “We rescued a horse named Lou Dillon who was found running in traffic in Watts (on Lou Dillon Ave). He was 600 lbs underweight and had barbed wire wrapped around his neck. A kind citizen ushered Lou Dillon into their yard and called 911. The LAPD officers got him to safety and they called us. Both officers love him so much and visit him often. Want to help us with Lou Dillon’s vet bills? Donate here.”
Which option do you feel more connected to?
With option 2, we were able to fundraise over $15,000 to help Lou Dillon recover (it took 6-8 months). Whether you’re soliciting donations or selling products – establishing an emotional connection brings people closer.
Sharing your personal story and stories about customers are very compelling – it just takes a little more attention. Given the difference in how your audience feels, isn’t it worth it?
2. You’ll never get the opportunity to create authority.
When you’ve built authority, potential customers and clients begin to count on you and trust you — and it’s hard to imagine that trust not leading to a sale at some point.
Without creating your own content, you never get the chance to share your insight and expertise. Your point of view matters. Your opinions are important. Giving people some idea about how you think and what you might be like to work with is how you gain their trust and create opportunities. When you share other people’s views or opinions, you aren’t sharing yours.
Content is really an ingredient in the sales recipe. It makes sales cook quicker.
Create authority instead of claiming it:
- Answer frequently asked questions
- Highlight your reviews
- Create video showing your expertise around your product
- Customer video testimonials
- Give away some of your insider’s secrets
3. Your customer will never understand that you can solve their problem.
When you show customers how to face their challenges and come out victorious on the other side, you earn their trust. Your expertise, not your products and services, positions you as an authority in your field.
Kind of like that doctor that encourages you to maintain a healthy weight and exercise before you turn into a heart attack waiting to happen. Your content can do the same for your customers.
Without your thoughtful content, they’ll likely look (or be guided) elsewhere for a solution.
4. You’ll never get the chance to show how your customers love you.
I know a car salesperson who makes a video each month of the customer delivery photos he takes. It’s like a “round up” of happy customers who love him. Who wouldn’t want to be one of those customers?
I’m pretty sure you have customers who love you. But like the ancient Internet meme says, “Pics or video or it didn’t happen.”
Listen, I get it. It’s really hard to document things you do everyday. But it’s not actually everyday, it’s just sometimes and we are living in a digital-first world now – COVID brought us here and things won’t be going backward. Creating your own content showcasing how customers love you will not only make them feel good but will help other customers know you’re trustworthy.
5. You won’t be their first choice when it’s time to buy.
When you’re creating your own content on the regular, people see it. They may not be in the market today but if you’re producing content that they like and engage with, they’ll remember you when they’re ready to make the move to buy.
Make sure that with each piece of content you offer, you’re letting them know what they can do from there – what their next step is – to move them further into the sale. You can balance educational content by showcasing your products and excellent service.
Get my latest business tips, exclusive content, and a bit of fun straight to your inbox with the Kruse Control Newsletter. Boost your profits with our proven advice. Sign up now – it’s free!