They say ‘Design in the absence of Content is Art’. Knowing your overall message strategy and story flow is absolutely crucial in connecting with your audience. The only way to do that is by understanding more about who they are and what they are expecting you to be; a solution provider or a wizard that’s going to magically fix everything.
We have had clients approach us with a project with poorly written content. Making sure your content is web-friendly, speaks to your audience, resonates with them, and is spot on in terms of what they are looking for from you. is extremely important.
So the big question is how can you write great content that can do all of this. The SB7 Framework by Donald Miller is an effective framework that helps you write content while focusing on your audience’s problems, questions, and desires, which helps you sell your services better.
“Nobody will listen to you if your message isn’t clear, no matter how expensive your marketing material may be.”
– Donald Miller
Here are some of the steps you can follow to create a great content and messaging strategy for your product, website, or service.
Develop the Hero of your Brand
The customer is the hero. As hard it might be to accept, but you are not supposed to be the showstopper- your customer is. Shifting the focus outward might sound simply absurd but that is what the SB7 Framework suggests and we swear by it. While watching a show, the audience shortly gets to know who the hero is and makes up their mind of how the story will progress. So when you define something your customer wants, make sure your story revolves around them. Make them feel that they are the HERO.
Focus on the Hero’s Problem
There are hundreds of advertisements we come across daily. People are more likely to keep information stored in their brains if the message is clear and communicates your ability to solve their problems. Mostly, the reason why people are visiting your site is that they have a problem at hand and they want you to solve it for them. Your target audience will only be interested in you if you are able to define their problem and offer to resolve it for them.
Guide the Hero
When customers reach out for help, they are not looking for someone to become the hero. They are just looking for someone who can guide and handhold them to set them up in the right direction. So when you are reached out to, don’t talk about how great you are but use your products and services to convince them that you can make them great. To achieve this, positioning yourself as a guide instead of a hero is important.
Develop a Comprehensive Plan
It is natural human instinct to be thrilled by plans, and the same applies here. Customers are attracted to whoever gives them a plan. Your customer might still be in the process of thinking to start a project with you as spending money is a scary thought for most and the risk of it paying off or not comes with it. So, always make the process of working together simple and easy.
Challenge the Hero to Take Action
Think about ways that will make your customer to get off the couch and in your store! It all depends on the message you put out for them. What makes you stand out from the lot that the customer would want to choose you? If you simply keep in mind the communication and repo you are establishing with your customer in your marketing messages, in your promotions, or on the website, you might be able to pull them in like a magnet.
Help the Hero Survive and Succeed
Everyone wants to avoid tragic ends. Heroes are compelled to take action simply because something dear to them is at stake. Communicate what benefits doing business with you would give the customer. Ask yourself if you have communicated what’s at stake to your customer so they are able to take action and be mindful of the negative consequences there might be of not doing business with you.
Tell the Hero the Product can Help Them
If you believe that just being out there tells your customer what you can do, you’re taking the first step towards that pitfall. Have you ever been a part of a gathering, been quiet, and have people admire you for being a chatterbox at the end of the day? Yep, it’s very less likely to happen. Similar is the case here. Unless and until you put your perspective and frame of thoughts out there, your customer would never get to know what you are capable of and how you can change their brand’s life.
Most companies emphasize that their inside language is spoken in an attempt to attract clients. This is one of those mistakes that can cost you millions of bucks. Applying the SB7 Framework, you can finally talk about your products from the customer’s perspective. Once your teams have a unified approach and mission, your company would grow again.
Use the framework to help you clarify your message and engage with more of your potential customers.