We all want more clients. We all want prospects to find us easily online.
But what do clients and prospects want?
I’ll tell you what they want. They want INFORMATION.
Relevant, compelling, and targeted information.
Information that quells their fears – the very fears that keep them awake at night.
So, how do you know what keeps them awake at night?
- Ask them.
- Follow their conversations online (Twitter, Facebook, Linkedin), and deduce it
Once you’re pretty sure what keeps them awake at night, write about how they can solve that problem. Then, publish that writing for free, either in the form of a blog post, a white paper, a special report, or an ebook.
Creating content (fancy new word for “writing”) not only allows you to give your target prospects exactly what they need to know, but it allows as-of-yet unknown prospects to find you through organic search engine results.
Find out what keeps your clients and prospects awake at night. Know it like the back of your hand. Study it, find resolutions, and talk about them online as often as you can.
That’s what clients and prospects really want.
Phyllis is a Partner in Buzz12 Reputation & Content Marketing. You can read more of her posts by looking for the “Phyllis Neill Posts” category in the sidebar of Buzz12’s website.