Comments on: How to Know Exactly What Content to Deliver to Convert More Prospects

By: Jitendra vaswani

Jitendra vaswani — Sat, 11 Feb 2017 06:30:58 +0000

Hey Brian, You have touched an emotional part here in this masterpiece content here, see most of the clients focusing on selling, I think they should more focus on emotions because emotional behaviour tend to buy more things than forceful selling.
I really like that customer journey you have shared. If you sell emotions you are going to make more money with your content.

By: Mike Grossman

Mike Grossman — Wed, 08 Feb 2017 17:29:13 +0000

Great post Brian, I can relate. It took us a long time to develop a customer journey. We had to dive deep into the market to understand what was missing before we could craft valuable resources.

It turns out, the target changed from early-stage professionals to students. Competitors missed this and we armed our content with a healthy helping of free resources and lower price-point products to reflect the budget of a student.

Yoda you are indeed.

By: Michael LaRocca

Michael LaRocca — Fri, 03 Feb 2017 02:02:11 +0000

The hero, you are not. The hero, your customer is. Yoda, you are.

By: Kerstin

Kerstin — Thu, 02 Feb 2017 20:32:51 +0000

Brian, I’m so glad you decided to write more articles this year. This post is brilliant.
My favourite part is: “I’ve found that just the act of thinking of the prospect as the hero makes you a better content marketer.” So simple, but so helpful.

By: Abby

Abby — Thu, 02 Feb 2017 17:54:06 +0000

My prospect is Clark Kent. I am the Fortress of Solitude. Here’s where he gets the gift that determines his true destiny – the Superman suit.

I love it!

By: Brian Clark

Brian Clark — Thu, 02 Feb 2017 16:11:58 +0000

In reply to Bruce Cashbaugh.

Hey Bruce. I agree with you, but that’s not my point there. In a skilled service scenario, the provider does all the work. The customer doesn’t “DIY” the electrical solution, so there’s no “traveling the road” or period after the purchase where the customer has to do something to take action. Now, compare that with an email marketing service that you buy. If you don’t actually learn to use it, you’re likely to cancel the service before any value is obtained.

By: Kalee

Kalee — Thu, 02 Feb 2017 15:46:53 +0000

Hey Brian,
I love this take on sharing a hero’s journey. You always hear people say, tell a story or that your blog and social media should show your life kind of like reality tv. However, it’s tough to put that advance into action. Your example of Star Wars and the action steps are exactly what I needed to put my “story-telling” into action! Thank you!

By: Bruce Cashbaugh

Bruce Cashbaugh — Thu, 02 Feb 2017 15:00:35 +0000

I respectfully disagree with the statement “if you’re an electrician, you show up and either fix the problem or don’t.” That customer will have an electrical problem again, and she has friends, neighbors, is on Facebook for 45 minutes a day and loves Pinterest. If that electrician stops at “fixing the problem,” she’ll do a Google search next time she has a problem. If the electrician does what you suggest, not only will she call him again, she’ll create serious positive word-of-mouth. Just a phone call a few days after the repair can make a difference.

By: Nick Raineri

Nick Raineri — Tue, 31 Jan 2017 23:24:41 +0000

Great post. Aligning any given piece of content to the buyer’s journey and determining the target audience as well as the purpose of the content will help you establish a clearer path for leads to take and convert more into customers as a result.

By: Joe

Joe — Tue, 31 Jan 2017 21:23:48 +0000

Wow! This is some of the best writing education I’ve seen anywhere. I’ve paid for worse, unfortunately. I love this series you’re doing for us…thanks Brian!