A prospect told me his content gets engagement from his ‘peers’ but not his ‘buyers’. This is not the first time I have heard it. Why does our content resonate with our peers and not buyers?
We’re obsessed with our craft. Our ideal buyers aren’t.
We love to geek out and explore different nuances related to our craft. We get a dopamine hit when we dive deeper into our expertise and share those insights.
- But buyers don’t care about the craft.
- They care about the implications of the craft.
Sure, they need to know you’re competent. If I’m hiring a copywriter, I need to know they’ll write a good headline.
But maybe I don’t need to know the “53 trigger words to include in your headline to stop scroll and get more clicks.”
Don’t get me wrong. The obsession with our craft is something to be proud of. This same obsession has made us competent. It’s just that our buyers care more about what our craft will do for them.
Through our content:
- We talk about – Our craft
- What we should talk about – The implications of the craft
If you’re a fractional CTO, “5 ways to write effective prompts for GPT-4” may not be what your buyer CEO needs to hear. Perhaps the CEO needs to hear about “how AI implementation could reduce operational costs by 30% in Q1.”
This applies to me too. I love to geek out about storytelling frameworks, villain archetypes, and narrative structures. But that’s too much for my audience. I can talk to them about those nuances when they become my clients.
For now, they need to hear how better content will help them attract ideal buyers.
This might feel demotivating. But there are other avenues where you can nerd out. Maybe an online course or YouTube channel where you can practise your craft.
But for content targeting ideal buyers, think about how your craft makes their life better.