Speak to the Real Problem…And It’s Not What You Think

Here we are, barely a week into autumn, and I’m craving sugar and blankets.

I know I should go to the gym. I also know I shouldn’t even look at that bar of chocolate, let alone open it under the delusion that I’ll only have one bite (please, who does that?)

The truth is, we all know the things we need to do to achieve the things we want. But knowing often isn’t enough.

There’s usually something else standing in our way.

Whether that's fear, conflicting priorities, or a deep-seated belief that chocolate is the only thing in this world that will ever love you back (just me?) If there's something you want and you're not moving toward it, there's a beastie somewhere.

What’s this got to do with writing content?

When you’re talking to your people, speak to that thing. The beastie. The obstacle.

Let’s pretend for a minute that you’re selling a gym membership.

Most people know there’s merit in going to the gym. But there are a whole bunch of reasons why we might not go. Find out the main barrier for your prospects, and show them how you solve that specific problem.

Let’s say they’re trying to get fitter. Okay, so what’s really getting in the way?

Is it affordability? Highlight your competitive pricing or flexible membership.

Are they too busy to exercise? Let them know that your gym is open 24 hours a day, 7 days a week.

Are they out of practice and nervous about working out in public? Speak to the sense of belonging your gym offers. Get testimonials from people who have found community there.

Do they think exercise is boring? Maybe you’ve got one of those horrible gyms that’s done up like a nightclub.

Whatever it is you’re selling, think about what’s getting in the way for your prospects, and speak to that.

You know your audience, so you’ll have created your offer around their needs.

Don’t just show them the end result, tell them how you got there.

It will resonate and help to build trust. Because when we feel like someone understands our problem, we’re more open to the idea that they might be able to help us solve it.

Hope this helps.

Now I’m off to cancel my gym membership because no matter how hard you try, some people just can’t be helped.

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