What’s this?

It’s a guide for creating a targeted content-writing strategy.

Why should you care?

Look at these examples:

• “A massage that will relieve my lower back pain.”
• “A nutrition program that will reduce the inflammation in my body.”
• “A business model that will let me work fewer hours and make more money.”
• “Essential steps to start building your expertise, audience, and sales digitally.”

Notice the common pattern?

An X that gets me to Y.

Each shows some kind of solution that gives a specific benefit.

When people come across a new person or business, these are the only things they need to understand within the first 5 seconds. At this point, they don’t want to know the founder’s personal achievements and backstory, they don’t want to read about market trends, and they don’t care about the designs and colors. Those become important later.

If you don’t give them the X that leads to their Y, they won’t ‘get it’.

They. Will. Be. Gone.

But if you give them a solution that leads to the benefit, and they want that benefit, their subconscious will say “Tell me more?”

This sounds simple, but most business owners don’t articulate their brand, services, and content pieces like this. It leaves them with few clients, low sales, no faith in marketing, low self-confidence, and a brand that has no distinct identity.

This guide is designed to make strangers who need your solution pay attention to you and make those who pay attention to you keep asking “Tell me more?”

Attention is the oxygen of a business, so you can imagine what happens if you don’t catch and hold attention. To catch and hold attention, we must give clarity.

And to do that, first, we must have clarity.

Are your thoughts about business content creation confusing you?