We’ve all been there before: you were invited to a friend’s party last week, and you met a lot of new people. The next week you meet a guy from the previous week party in a coffee shop.
Good guy, you were talking about a lot of interesting things him, but… he didn’t remember your name.
That feels like a punch in your stomach. How can he don’t remember my name?
But to be honest, there were a lot of people in the party. So many names to remember after a few drinks.
It’s unlikely that he remembered my name, unless, I made a remarkable impression on him.
On business is the same thing. Almost every market is overcrowded, people everywhere pitching their products and professional services.
And nobody remembers your name.
Have you ever feel like nobody in your niche or market? I do, and it’s so frustrating.
Fortunately, there are a few tips to start creating remarkable content that sticks in your audience and, finally, they remember your name.
Show up your unfair advantage
Everybody is particularly good by doing something. Maybe because you are a natural or maybe because you have spent more hours than the average person doing something.
If you take a moment to analyse yourself, I am sure you can write down a list of things that are simple to do for you when others struggle when they try to do it.
Using those skills you have an unfair advantage over the rest of people.
Now think in which skills can put you miles ahead of your competitors if they would start learning today, that’s your advantage, and you need to use it.
Don’t be arrogant, you don’t really know what they want
I have worked as an international trade consultant for over five years. I thought I knew extremely well what my clients needed and the kind of services they were interested in.
The truth is I wasn’t selling like I would have liked.
Take for granted what your clients want is a massive act of arrogance.
Delivering the right content to the right people is one of the most difficult and challenging goals every content creator have. Seems obvious, but is not that simple if you take a look at most of the content out there.
Seems obvious, but is not that simple if you take a look at most of the content out there.
And the question you need to answer is: How can I deliver the right content to the right people?
I like simple and compelling answers, and the answer to that question is one of those: by asking people what they want.
There are different ways you can ask your audience. I drop down a few of them:
Send a direct email
Whether if you have an email list or not, you can email whoever you have contacted previously. That could be a person that you met at a networking event, a colleague or a friend.
The power of asking someone is awesome. Firstly you can think that this is too obvious, but you will be surprised with the results.
Social media is amazing. There is a lot of content conversations and noise, but sometimes we forgot the primary benefit of it: social relationships.
How many interactions do you have in your profiles every day? How many of those interactions are useless?
Let me answer that, most of them.
Spam, autoresponders on Twitter, LinkedIn invitations with a sales pitch … there is a lot of noise and not so many real conversations.
I recommend you to take time to figure out which social media channels are relevant to your niche. And with this, I mean: in which social media channels are hanging out your potential clients?
Are you an international trade lawyer? Probably Snapchat is not your channel, don’t waste your time there.
Use your social media to get in contact with the right people and start a real conversation —don’t try to sell anything yet, please. Ask for their interest, challenges, pains and problems related to your topic. From an honest interest in what they need.
I highly recommend using LinkedIn, very often is unexpected how easy is to get in touch with people and start chatting when you are not in a “selling mode”.
I have contacted with a lot of influencers in that way, and most of them replied to my questions.
Have a chat with your clients
Of course, this is the better source of feedback you can ever have.
Talk to your clients, get involved with their problems even if they are out of your topic, sometimes a bit of perspective helps and you can find new business opportunities that you had ignored.
This is an underused technique to know what people think about something.
I have recently read the book “Ask”, by Ryan Levesque, and this is a great book to figure out the different audience personas that you have on your audience and what are their primary challenges.
You can send to your subscribers to take a few minutes and fill your survey.
Here you can take a look at my survey, which I send to any single new subscriber on my email list.
Solving real problems to your audience is probably the most important factor to become an expert in your field.
A lot of people create content, but not too many create compelling content that resonates with the right audience. If you want to achieve this you will need to do a bit of research and, why not, directly ask people what’s are their problems.
Go and ask what they want. If you know what they want you can deliver what they need.
Create useful and compelling content: what is their outcome?
Here is a little secret about people, nobody cares about what you want.
If you want to be remarkable with your content and build an audience and therefore become an expert in any field you will need to change the way you create content to serve, help and give to your niche or market what they want, not what you want or what you suppose they should want.
Give them what they want.
Follow the news and trends: Newsjacking
This is a fantastic method to leverage the impact of your content, coined by David Meerman Scott on his book Newsjacking.
The concept is simple but powerful: it is a process to attach your brand (or personal brand) to the breaking news on a way that you can increase the scope of your content massively. Ideally becoming viral.
Here is a graphic, based on David’s website, where you can see the whole cycle of a Newsjacking strategy.
The idea is to keep your eyes open to what is going on in your industry. Maybe a change in the regulations for your industry provokes a huge controversy.
You can use news not directly related to your industry but with a global impact.
That is a fantastic strategy to create a great piece of content connecting the breaking news with your topic.
Because there is a lot of people interested in the news searching on the internet whom potentially can see your piece of content.
Create your Unique Angle Proposition
If you are good at doing something, or you have developed a great product you will be copied. This is a fact.
To be copied it’s not necessarily a bad thing. Think about it, if somebody has paid attention enough in your product and decided to copy that is because your product looks good enough to invest time and effort to try to replicate it.
Instead, if there is one thing that cannot be copied this is your unique angle.
I like to call this your Unique Angle Proposition and basically is a unique way that you can help your market. Nobody else can do it in this way, just you.
This is attached to your personal experiences, your knowledge, your skills, your personality and, basically everything that makes you YOU.
If you can put all that together in a way that you can deliver a new valuable angle to serve your market, then you cannot be copied.
Building a brand based on a strong message is a great way to stand out from the clutter.
I know how that feels to be one more out there, your clients will choose you if you have a lower price than your competitors and this is very frustrating.