Are You Creating Content for a Target Market Who Will Never Buy from You?

Author : , Date : June 22, 2015

Are-You-Creating-Content-for-a-Target-Market-Who-Will-Never-Buy-from-You

 

Are you creating content for the wrong target markets?

Are you receiving steady or even growing traffic to your website but wondering why people aren’t contacting you or buying from you?

You’re not alone; it’s completely normal.

In fact, unfortunately it has become an epidemic!

 

Debby is just one of many who has recently reached out me and shared that her business is doing well offline but online she is generating very good traffic but she can’t understand why people aren’t filling out the forms, emailing, calling her or scheduling consultations.

She has been told over and over again from local internet marketing companies that getting leads online is easy if you just do a few simple things.

Debby was in medical sales for years and was highly successful. As successful as she was there came a point when she decided she wanted a different lifestyle.

Three years ago she married the man of her dreams and just last year they had their first child. Going back to work on someone else’s terms was hard for her. The days were long and as her passions shifted so did her sales.

Working for a company just wasn’t in her heart any more. She needed and wanted more time for her family and she wanted to work on her terms.

She loves hard work and she doesn’t mind putting in the time. But she wants the flexibility to put in the time on her terms.

So she talked with her husband, created an exit plan, saved up some money and in March of 2014 she started her consulting and training program for medical sales representatives on how to improve their sales.

Whenever you start a business there is always the unknown and a lot of that is learning where to spend time and money to make the business successful.

Debby joined her local chamber of commerce and a number of associations where she thought it would help.

She spent thousands of dollars on a website, began blogging several times a week and is active sharing her business on social media; plus she has a small email list that she is sharing with regularly through.

What’s the problem?

She has been told for the last year that if her business is going to thrive she just has to do a few things:

 

  • Build a stunning website
  • Blog
  • Video
  • Social Media
  • Email

 

Here is the problem; she is doing two things:

 

  1. Talking way too much about herself and how wonderful she is and why someone should buy her when they don’t know her.
  2. Focusing too much on giving value that they can take and use themselves without understanding why they need her.

 

In the last year she has done a lot of good things including hiring an assistant to help her, but she has nothing to show for her online marketing efforts and it is showing up in the checkbook.

But it is worse than that.

Many businesses don’t think about man hours in terms of dollars.

So when you consider the amount of time that Debby’s business has invested in website copy, content creation for the blog, social media participation, video creation and posting, and creating and sharing email the numbers don’t add up.

Her return on investment is actually negative when she considers her time with a dollar value, and her staff’s time as well, and determines how many leads and sales come from her online efforts.

Debby is earning a lot of traffic for her efforts, but that traffic isn’t translating into new prospects or sales.

 

What is the Value of Debby’s Website Visitors?

 

Like Debby, many of us are building the traffic to our sites through great content.  She has read as much as she possibly can about content marketing, email marketing and social media marketing.

In fact she has read countless “how to” articles that actually left her feeling confused and conflicted. One “expert” says “do this” and another says “do that.”

She tries it for a few weeks and nothing. No results for her efforts.

When she first started reading all these articles from highly reputable online marketing websites she was inspired and encouraged.
I can do this” she told herself.

But no matter what she did people were still not contacting her.

 

The Classic Mistake

 

Debby made a very normal and understandable mistake. She assumed the technology could do for her what she couldn’t do for herself.

What do I mean by that?

 

Marketing and sales is a function of messaging, relating, demonstrating and earning.

 

Marketing and messaging a learned skill. Debby has a great demeanor, personality and excellent networking and sales skills. This is why she was so successful in medical sales.

But, she doesn’t understand marketing and it is a completely different entity than sales; although they complement one another.

If you don’t know and understand your business inside out and your consistent message isn’t in everything you do then the technology cannot help your readers, watchers or followers understand you either.

What Debby was doing was writing content that appealed to the wrong audience because she didn’t understand who her real audience was; she didn’t fully understand “what business she was “really” in.

As a result two problems were created.

 

Problem #1 – She was writing content that wasn’t appropriate for her blog.

 

Problem #2 – Her content was written in such a way that she was attracting the do-it-yourself (DIY) crowd who never had intention of paying for her services or she wasn’t giving her prospects a reason to buy from her.

 

Why should they?

 

  1. Her advice was so practical and step-by-step that they could follow her information and implement it without her.
  2. This audience never has intention of paying for something they can get for free.
  3. Her message wasn’t structured to give the right value that incentivizes people to buy from her.

 

In short, Debby’s message wasn’t you have a problem and I have a solution in a way that was compelling, interesting, inspiring or relevant.

Great messaging and marketing comes from vision, understanding your personal passions, and your target markets.

In fact, because she didn’t know her audience and who she was trying to talk to she just wrote what she knew and unintentionally gave it all away for free.

 

What is Value and Where is the Line Between Attracting and Repelling?

 

Debby was unintentionally repelling those who are able, willing and ready to buy from her because they didn’t understand her message. Why pay for something that felt risky when I can just take her ideas that are spelled out and try them for free.

Who is she?

Her about page doesn’t really say.

 

What is she selling?

Her service pages were very unappealing and confusing.

 

How is she inspiring, relevant and compelling?

Her blog content and videos give it all away for free so no one really knows…

 

Simply said she hasn’t discovered her marketing voice.

Great value in marketing is when you can demonstrate that you’re competent without giving it all away. Give some, but not all.

Competency is not a function of pure knowledge. It’s a function of:

 

  • Educating – meaning you can show them how you make a difference for them. You don’t make a difference through your marketing you make a difference through your tangible values; show them why buying you is so valuable through what you have to share.
  • Relating – showing them that you understand their situation, circumstance and story.
  • Offer “a” solution – don’t give it all away but give enough that they get the point and are excited to talk with you.

 

Competency is the reason why anyone buys from someone. They idea of “know, like and trust” comes after competency; especially for consultants and trainers like Debby.

It’s even true if you go to a retailer. To make my point, how many times have you gone to a discount retailer (just choose your favorite, lol) and asked a question or needed help and they couldn’t. I don’t know about you but I will go where someone can help me and answer my questions.

That’s a competency issue. It doesn’t matter how cheap your products are or how much I like you if you can’t help me.

The transition from marketing and sales happens when you demonstrate your competency to the individual.

This is why I teach my clients the following formula:

 

Clarity + Focus = Execution

 

When spend the first 4 – 6 weeks just building clarity. It’s the foundation of your business and without it you will struggle for a long time until you either stumble upon it or you get so discouraged you close the business.

How do you develop clarity and get to know your business so well that you become an attraction magnetic instead of a repellent?

You have to be able to get of your box and answer the following questions:

 

  1. What tangible values do my clients receive for having worked with me and how did they feel about the experience?
  2. What “specific” problems does each tangible value solve?
  3. Who am I “specifically” solving each problem for?
  4. How is my product or service “a” solution

 

To those of you who think this is easy and can do it on your own. I’m not for you!

 

I don’t mean to be insulting or rude but I know my audience.

They:

 

  • Know something is wrong and have figured out they don’t have the answers and need help.
  • Want to discover how to more deeply resonate and connect with their prospects.
  • Have to a reason to contact me and buy from me.

 

If you think you can do this on your own and you’ve been in business for while and you have no central message or think you have it all figured out then you’re not in my target market.

See, I’m very clear and you should be as well about who your target market is and is not.

According to a recent study in the B2B Web Usability Report nearly 50% of respondents said the number one reason someone left a website was because of a lack of message.

If that’s the case why are businesses spending so much time and money on things that while important are not urgent?

Debby’s biggest issue had nothing to do with technology; it had to do with how and to whom she was communicating to.

She learned through the questions above and she has radically transformed her message and has seen a significant change in how her audience is responding to her.

Now, she is learning how to focus since her clarity exists. By focusing I mean creating the right strategies and goals to execute in order to engage her target market.

Learning your business inside and out is the #1 job requirement of the business owner. Many of us think we have this figured out. But unless the results in the number of actual prospects, customers and what’s in the checking account say different the odds are significantly high that you don’t.

Now that you know Debby’s story and why she struggled so much you may be identifying with her. The question now is what are you willing to do about it?

 

I want to offer you something for FREE!

 

If you want to learn the secret to messaging in a way that will change how you and your prospects see and understand your business forever…

If you want to give your audience a reason to be attracted to you instead of repelled by you…

Join me on an upcoming 60 – 90 FREE webinar I offer twice week titled “The 5 Step Formula to Attract Your Audience Online, Increase Revenue and Position Your Business for Success!

Already over 25 people have attended the first two webinars and as a result two new clients are learning the process to transform their message so that they are attracting the right audience. Learn what they had to say.

Just click on the image below or the link above to learn more about the webinar and find a date and time that is suitable for you. I hope to see you there!!!!!

 

webinar-banner-small

 

If you have a thought, idea or comment you would like to share please leave it below and let’s talk. I hope to hear from you!!!!

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Don Purdum

Don Purdum

Don works with businesses to help them discover who their customers are and what business they are "really" in. He is an award-winning blogger and branding / marketing consultant.
Don Purdum
  • Hi Don,

    Indeed, we cannot give away the farm with the content on our blog. Take one problem, be empathetic to those who are dealing with that specific problem, and give a short answer to it. If we go on and give the entire solution, people will take it and never buy from you.

    We have to form our content to simplify one specific problem….We can always elaborate the “pain” of that problem with an analogy or even an example of ourselves or our clients. Then give the shortest solution, but not all of it. “for more information on this topic, please sign into x” Have your sales letter there stating the many ways to get over the problem at hand for x amount of money. It can be as simple as an ebook, or a digital product. Whatever you choose to make.

    Now this is great if we have our own product, but for those who don’t they can have a good affiliate one that they use themselves.

    I like to work backwards. Create a product, then from that, write posts relating to it. I can point out several ways to “fix” the problem at hand via my posts, always offering a CTA to the product itself. Sometimes I just keep embedding it in my post.

    Great stuff!

    -Donna

  • Hey Don,

    This is a problem that most of us face. We may have all the bells and whistles to get all the traffic in the world but there’s little to no conversions.

    Technology is great to have because it does make our lives much easier. But if there is no central message where your audience can instantly benefit from then what would be the use of technology.

    In this case you primary message is to show how competent you are by listening and coming up with solutions that cater to your audience’s need without giving it all away to your audience. In this sense you can focus on differentiate between those who are serious and those looking for a free ride so there’s not too much time wasted.

    Thanks Don for the share! Have a great week!

  • Hi Don,

    What an awesome post and tons of “aha” moments for me lol! Yes we have to KNOW exactly who our target market is and we have to share just enough value that THEY are attracted to what WE have so it will HELP their problem 🙂

    Offer solutions to those that need what we have. I totally understand and have learned a few things that I am going to be implementing…..thanks so much for sharing your value!!

  • Sihegee

    Don right. It has become a world wide epidemic. There’s more to selling than just what you present.

  • Hi Sihegee,

    Absolutely, it’s as much an art as it is a science which is why it’s even more important to know what business you’re “really” in.

    Thanks so much for comment.

    Have a great week!

    ~ Don

  • Hi Joan,

    Thank you so much! I really appreciate your kind words and you just took my exausted mind and energized me!

    Aha moments are the best, aren’t they?

    It’s such a challenge to come right up to the line and then ask our audience to do something. But, it’s also a necessary and rewarding experience each time it happens for both the person seeking us out and for us.

    It’s always a two way street!!!

    I’m glad you are able to implement some ideas I shared in the article and I hope you benefit from it greatly.

    Have an awesome week Joan!

    ~ Don

  • Hi Sherman,

    It is the #1 complaint most businesses have; they are unable to convert the traffic they have earned. The reason is always tied to their message, or lack of a message in nearly 50% of the time.

    You are absolutely right, I couldn’t agree with you more!!!!

    Competency is at the core of everything we do as business owners. Without it what reason does someone have to contact us or hire us if they are not convinced we can help them or give them what they want?

    For example, last week I started a new webinar series. They are signing up like crazy and on Friday and today I earned 2 new coaching clients. It’s because they experienced me and understood clearly how I make a difference for them.

    Thanks so much for sharing Sherman. I hope you have an awesome week!

    ~ Don

  • Hi Donna,

    It’s so true and it’s been the great misinformation story of our blogging existence. Too many are being taught to give away the farm instead of being valuable; and there is a difference as you know.

    We create value and demonstrate competency as we earn our way to it with each individual. I recently shared that it now takes over 10 pieces of content before someone is ready to buy. The good news is when do contact us they are actually ready.

    The bad news is are we creating the right message for the right person who is able, ready and willing to buy? Most of us are not.

    But, we can change that. It just requires a shift in mindset and practical teaching on how to do it.

    Thanks so much for your awesome comment Donna!

    Have a spectacular week my friend!

    ~ Don

  • Spot on Don and my heart goes out to Debby because she’s obviously a very intelligent women but when you’re venturing into an unknown area and getting bits and pieces from people all over the web then that’s where the confusion lies. Without her getting her desired results it’s very obvious that something is wrong.

    I can SO relate to Debby although I definitely was not doing as poorly as she was only due to the fact I do have a wonderful following and a good bit of them did want my services. But a few clients here and there does not make a successful business and it’s surely can’t continue to grow when you’re not in front of your target audience and you’re not clear on your messaging.

    I’ve learned so much from you Don and I know that your services aren’t for the do it yourselfers but it is for those who know something is wrong, are tired of trying to figure this out on their own and they are ready to take action.

    Thanks for the video message and for sharing Debby’s story with us. I know after working with you she’ll understand what direction she needs to take and start seeing better results.

    ~Adrienne

  • Hi Adrienne,

    I love your story!!!! Your journey has been an amazing one Adrienne and I’m excited even more about your future.

    Thank you for sharing that you could identify with Debby! I’m certain many can. Who among us hasn’t felt this way at least once, if not for a few moments or for many long ones?

    You are so right. There is fragmented information everywhere around how to use the web to grow a business. Facebook, Twitter, LinkedIn, blogging, content marketing, video, podcasting… it’s an endless stream of great ideas without a framework for your individual business.

    That can leave one feeling confused and wondering where to start or even worse struggling heavily because of all the fragmented information.

    You’ve just given me a brilliant idea!!!!!!!

    Thanks so much Adrienne for your awesome comment and as always for your openness to grow and learn new things. That’s the sign of a truly great entrepreneur!!!!

    Have an awesome week.

    ~ Don

  • Hi Don,

    I’m glad I finally made it here today.

    Well, yes, there is a very fine line between creating valuable content that yet doesn’t take our potential customers away with the loot. As a matter of fact, I remember disusing that with you when we spoke on Skype, but back then you said that you were not scared to give too much information because most people were not going to do the work anyways. Do you remember that?

    To give you my own example, I have a small book that I’m about to publish on Smashwords soon and there are the very steps that I used to turn my life around. The book will sell for like $4.99 so that’s not totally free content, but the reason I do this is that I know that while the book will be helpful, people who read this will do much better with me coaching them one on one, while the short book will show them that I have the type of knowledge that could help them.

    In other words my book will be very valuable, but my coaching will be invaluable if you know what I mean.

    The story of Debby is really helpful, thanks for sharing it with us. This is something I’m working on myself.

    ~Sylviane

  • Debby faced a common problem! It happened to me with Keyword Research. I was targeting the “HOW TOS” who’s attract a lot of viewers. But, when someone was looking about how to do this with that, in fact, he has that already and just want to do this. You can’t expect even marketing sales. But when you give the focus to problem/need where you can solve it with your products, it works!

  • Love this post, Don. Debby’s problem, #2, gives me some pause to think about if my content is too rich. Secondly, I wonder if you find any differences if selling products vs services is different online? Years ago I had the opportunity to be in a training seminar with Denis Waitley. I remember asking him, if he would elaborate on his comment – and I am summarizing – just because you can sell products successfully doesn’t mean it translates to successful service selling.

    Thanks for your insights.

  • Hi Sylviane,

    I’m excited that you did as well. I always look forward to your comments.

    Yes, I remember well our discussion. That’s why I write 2,000 – 3,000 word articles and try to give a ton of value away. But, I’m very intentional about who I’m trying to attract. People want and need informative, helpful and compelling content from me as a part of their buying decision because they need and want to understand how what I’m doing is the real issue for them. However, my content is not written towards a diy person.

    I know because so many have tried to take what I’ve written, implement it without context, and then contact me a few months or even nearly a year later saying it’s not working for them.

    They would be right.. it won’t work. I create content to share my skills, abilities and that I’m competent for those who are able, willing and ready to buy from me. They get enough information to relate it to their situation or experience and be ready to continue reading other articles, listen to podcasts or watch videos so that once it clicks and they are ready it’s easy to buy from me. Remember, one article won’t do it… they need on average a reason to keep consuming 10.4 pieces of content before they are ready to buy.

    I get exactly what you mean!!!! Smart move on your part!

    The question remains, are we creating content that is catering to the wrong audience? It’s not about what we are writing but about how are we crafting our message so that the right people know what to do (ie contact us).

    Thanks so much for your comment Sylviane!

    Have a great week.

    ~ Don

  • Hi Patricia,

    Thank you so much, I’m glad it was useful for you!!!! I don’t think your content is too rich at all. But is your message consistent and is it appealing to those who are able, willing and ready to buy from you?

    No, in this context there is not a significant difference, but it is subtle enough that I agree with Denis.

    As I share in my webinar, the way you message a product or service is different because the tangible values are different; and each tangible value is solving a problem.

    In general… services only exist to solve problems. With a product you can use your senses (see, touch, taste, smell and feel). With a service the tangible values are therefore very different.

    That’s why you have to figure out how people experience you and how they felt about the experience. Then you can work on defining the specific problems solved for each tangible value, who you solved them for and how the service was part of a solution.

    I hope that makes sense?

    One is not necessarily easier to sell than another; but they are very different in how you message them and that message will determine if a sale is easier or harder.

    I hope that makes sense?

    I’m going to answer your question in my podcast today. Perhaps when it launches later this morning you can take a listen?

    Thanks for such a fantastic comment and question!!!!!

    ~ Don

  • Hi Pierre,

    Thanks so much for your comment and how this has played out for you. The challenge with target marketing is not just making sure we are driving traffic, but attracting the write traffic through our message that gives people a reason to buy from us.

    As I said in the article, so many are struggling because their message is off and they are either appealing to no one or to those who have no intention of ever hiring us to help them.

    Thanks so much again for sharing Pierre and welcome to my blog!

    ~ Don

  • H i again Don,

    Well, I’m honored that you look to my comments.

    Yes, that’s such an important question and while I seem to travel a lot LOL, I’m seriously working on that as we speak. I am actually learning to craft articles that I intend to have published on places like Huffington Post and places like that.

    So, true it’s not so much what we writer but HOW we write it.

  • That’s awesome Sylviane!!!!

    ~ Don

  • Wonderful article Don. You caught my attention with the title. I think attracting the wrong audience is a problem many new online entrepreneurs face. Also as you mentioned there is a thin line between giving value and giving all your goodies away for free: to be successful online you have to know where that line is.
    Unfortunately, Debbie’s case is common. Often you see fiction authors starting writing-guides websites and attracting fiction writers when what they really want is to attract avid fiction fans. Determining who your ideal audience is, then figuring out how to attract them will go a long way is shaping what the content you share on your blog.

    Loved your post [as usual 🙂 ]

    ~Chioma

  • Hey Don,

    Yes, it is all about generating a targeted audience, without that – no amount of website traffic can help.

    Interesting case study of Debby, quite a few things I can relate to. I know several of my clients who were targeting the wrong audience, while I am not against giving up ideas and resources for free – one still has to keep enough of the valuables for the paid clients. There’s got to be a balance, else there’s no reason for people to buy.

    There is PPC to get the absolute correct audience, content marketing can’t be that accurate – but targeting the wrong people on purpose via. content is a really bad tactic.

    Am sure this article is going to help a lot of marketers fine tune their targeted reach,

    thanks,
    Uttoran Sen,

  • Oh yes, it’s very important to target the right audience! I can guarantee there’s a lot of bloggers who can relate to Debby’s case scenario…But the great thing is that there is awesome help offered them when needed! So let me help by sharing this webinar via all of my socials!

    Thanks fort this post Don, I just love learning on real people example – there is no better way than that!

    Kindest regards.
    Anja

  • Angela McCall

    Hi Don,

    I can’t wait to work with you on a one-to-one basis. I am working on it and I want to hire you for sure. Thank you for sharing this nuggets with us. I didn’t really understand the DIY (do-it-yourself) crowd until I read this. And yes, I was doing the same thing what Debby was doing. I am training designers and other marketers to do it themselves and so why would they hire me? There is no reason for that, right?

    Anyway, I am trying to catch up with all of my blogger friends. And I am enthuse to start blogging again. I have my VISION written but not sure if it’s really the vision I’m looking for. I am still trying to figure out “What is the problem I am passionate about.” It’s hard. I cannot do it alone. I need you for sure!

    Until Later,
    Angela

  • Hi Chioma,

    Thank you. I appreciate you sharing that the title did it’s job!!!! It’s unfortunately not just new entrepreneurs but it’s also seasoned ones.

    They pick-up a few customers but it’s definitely not what it could be if their message was clear, concise and consistent.

    I appreciate you comment and your kind words.

    Have a great end to your week Chioma!!!!

    ~ Don

  • Hi Uttoran,

    Debby has a lot in common with many of us; doesn’t she? It’s easy to target the wrong audience when someone isn’t clear on who their audience really is. Many times we think we know but the proof is always in the numbers.

    I appreciate your kind words and thanks so much for stopping by to comment!

    Have a great end to your week!

    ~ Don

  • Hi Anja,

    Debby’s experience is such a normal one; isn’t it? Who hasn’t been there and done that? Unfortunately, many will never realize what they are doing and won’t correct. They will just stop and exclaim that “it” doesn’t work.

    Thank you so much for sharing the webinar. I have two much coming up next Tuesday and Thursday so any help you can offer is greatly appreciated. I hope you can make one as well?

    I appreciate your comment and thanks so much again for sharing!

    ~ Don

  • Hi Angela,

    WOW! Thank you so much for all you had to share. I’m touched, blessed and honored. Thank you. I look forward to that opportunity!

    Many of us have experienced Debby’s plight but unfortunately few realize it and most won’t do anything about it. It can feel uncomfortable and it’s certainly outside of most people’s comfort zone. Their reward will be failure.

    Thanks for catching up and reading and I’m glad you resonated with this message. You’ll figure it I’m confident.

    Thanks so much again for your encouragement and kind words!

    ~ Don

  • Hey Don,

    I am more than happy to help! I’ve been traveling through Europe for some time now so unfortunately I won’t be able to attend one at this time…But I’ll sure give my best in the future!

    Have a great weekend Don!

    Kindest regards.
    Anja

  • Hell yeah Don, the right message at the right time is essential. Now, I’m all for demonstrating capability in order to generate leads, however, that might not be the content your audience. It might also be the wrong time for them in their buying cycle – they may be at the research stage when you are at the selling stage. You might be creating an MVP and they may want a full-blown done for you service. Ultmately this comes down to research, and understanding everything possible about the one person that you’re writing for. When you create content that speaks to everybody, you speak to nobody. When your content has no purpose, you’ll burn out faster than a squibb on the 4th of July. It’s not hard to do this and get it right, the hard part is controlling yourself and your own buttlefly like tendencies as well as remembering that you are not your own ideal customer.

  • This is magic, Don! Your example of Debby shows how it’s easy to get lost in the desire to get traffic. But not all traffic is created equal. It’s knowing who you can serve, where to find them and how to bring them to your blog (or business base).

    When bloggers first start out they work hard to get traffic, then readers, then subscribers, then often, it’s then that they start selling their products or services. It seems a logical progression, doesn’t it? But, this progression sets up failure because that traffic is not the same as the readers you want (they probably won’t subscribe) and any readers will probably not buy.

    It seems odd but it’s true. Because each step taken to get traffic, then convert them to readers, then into clients creates a barrier. “Traffic” doesn’t show up to buy, or even subscribe. It comes to get fixes then goes. (That’s the problem with optimising content for search engines!)

    As you say here, Don, when you know who you’re reaching out to, who you want to sell to and why – what it is that they want most, you can find them, bring them home and let them know you have the answer and it’s a worthy investment.

    I advise my clients not to go after traffic. Instead, to go after buyers.

  • That’s very kind Anja! Thank you!!!

    ~ Don

  • Hi Sarah,

    That’s exactly right and take your point one step further that is why your message and call-to-action have to be very clear so that a business is attracting those who are able, willing and ready to buy as well as those who will go into the sales funnel and be ready to buy in a month, two months or six months or whatever the case may be.

    If done well, the message still incentivizes people to buy. For example someone may not be ready to buy a $500 or $1000 per month service or even a one-time but they may be open to spending $2.99 for an eBook.

    The key is to be very real and very direct in the articles, by that I mean specific, tangible and helpful to the point that they identify with what is being said very closely.

    I appreciate your comment and you are absolutely right… you are not your ideal customer.

    Have a great week Sara!

    ~ Don

  • Hi Tom,

    Great advice, stop chasing traffic and instead start attracting buyers!!!! I LOVE that.

    Personally, I fell into the trap last year and I am guilty of working to earn traffic. However, I had a strategy of reaching out to and getting to know some influencers who would share my vision and the results were phenomenal!!!!!

    My business is rapidly growing and the reason is because of my message! It’s attracting the right audience of buyers and people to network with who refer me through all kinds of methods both direct and indirect through guest blog posts, webinars, podcasts, etc.

    Fantastic comment Tom!!!! Thanks so much for sharing your perspective.

    Have a great week.

    ~ Don

  • Hey Don,

    Excellent post here. I think there’s a serious disconnect with business owners who have success offline trying to transition to online. Many people give them the same advice that it’s easy if they do this and that, but like I said, online is a different ballgame.

    Regarding the about page, it shouldn’t be all about you … and should be about what you can do for your prospect. Because they’re the only ones that matter.

    Clarity + Focus does equal execution. And the mistakes that she was making was very telling. How you write your content, depending on your niche, goes a long way to determine if that content will be successful.

    Really great stuff here.

    – Andrew

  • Great post, Don Purdum. Marketers really do need to think about SEO and content marketing as complementary activities. If the only driving force behind content creation is SEO, the content will be lousy, no decent site will publish it, and therefore no decent back links will be created. On the other hand, if content marketers ignore SEO, their content won’t be found and read, as you so accurately point out. A lot of creative effort will be wasted.

  • Hi Andrew,

    There really is a serious disconnect. Part of the problem is that many business owners and entrepreneurs are listening to business coaches who really have no clue what they are doing when it comes to marketing. I ought to create a post or podcast on this issue. What do you think?

    The second problem is that they have learned unintentionally, or intentionally, about mass marketing and they think that throwing money at marketing will ensure they get clients because that’s what the advertisers are telling them. I can remember a local newspaper just a year ago was saying if you don’t advertise no one will find you. Really? They sure don’t get it do they?

    I might disagree with you a little bit on the About page. I hear what you’re saying and your intent is good but that page is where they want to learn about you so in my opinion it’s a good thing on that one page to share your story, history, awards, etc. But, I tend to limit it to that one page. People are there to intentionally learn about you and your business.

    Hope that makes sense?

    Thanks so much as always for your insights and for your awesome comment. I appreciate you Andrew and I hope you have an awesome second half to your work week!

    ~ Don

  • Hi Roman,

    It’s a great point about complementary activities between content marketing and SEO. However, there are many of us excelling by not focusing on SEO. I personally don’t care because I’m more interested in my message and what my message has to say. Over the last year I’ve earned a ton of traffic from Google but I didn’t write for them.

    I worked on creating my community and in so doing I’ve earned all the things that Google wants and it happened organically and naturally.

    It created opportunities to blog in some of the worlds top blogs and more is coming as well as earning on of the top 2015 Best Business Blogs.

    Having clarity is the key to building a successful blog and so when you know the specific problems you solve, who you solve them for and how to message yourself then you create the natural opportunities for SEO because it’s people who organically link to the content as well as the content that attracts the search engine.

    Hope that makes sense Roman?

    I hope you have an awesome second half to your week!

    ~ Don

  • Well Don,

    I guess Debby’s case is a classical with many online businesses. Understanding how to relate with the right people is vital for online success. It is frustrating having to create contents that will not make the target audience to respond to call to action. I think many businesses have to draw vital lessons from what happened to Debby and correct learn from them!
    This comment was left in kingged.com as well

  • Hi Sunday,

    Unfortunately, her story is very normal. Many of us have no idea who our audience is let alone how to find them, engage with them, meet them where they are and offer them a compelling reason to be excited to buy from us!

    Thanks so much for stopping by Sunday! I hope you have an awesome end to your weekend.

    ~ Don