It's not that hard... right?
Step two: solving mini-obstacle.
If you map a prospect’s journey to you and your solution, chances are, they need to solve a few mini-obstacles first, as you can see below:
This is a good opportunity to solve one of their problems ahead of time... showcase your skills... demonstrate your knowledge... indoctrinate them into your methodologies... and give tons of valuable insights BEFORE money exchanges hands.
But how do you do that?
Through a simple 'results-in-advance doc' (just like the one you’re reading now).
The fact that you’re giving away this doc and solving problems in a step-by-step fashion creates a sense of reciprocity and positions you as a knowledgeable and credible authority.
The best part is, not only does this grab their attention, it also attracts them towards you like commissioner Gordon turning on the bat-signal to call on the Dark Knight himself.
That’s why it’s a good idea to strategically solve an urgent problem they desperately need help with. It’s the key to getting the attention of your tiny audience.
This results-in-advance doc can be either:
- Towards a positive - think of a marketing consultant giving away a doc on “7 ways to promote your business locally without breaking the bank”. The people raising their hands asking for it are instantly identifying themselves as business owners and interested in ways they can grow - which means once they’ve consumed the doc, they’re primed for more.
- Avoiding a negative - think of a bankruptcy lawyer giving away a doc on “5 mistakes to avoid at all costs before filing for bankruptcy”. The people raising their hands asking for it are instantly identifying themselves as being in financial trouble - which means once they’ve consumed the doc, they’re more knowledgeable about the subject and might need help actually filing.
Suddenly, your tiny audience is better educated and aware of more possibilities than before - which means they now have additional problems you can help them with.
TO-DO: create a simple results-in-advance doc walking your audience through solving a mini-obstacle that gets them closer to you and your paid solution.