Content Demonstrates your Authority
Before we move forward, let’s recap what we’ve done so far…
You began with the Website Starter Recipe and answered five important questions:
- What is my ideal customer’s biggest problem or burning desire?
- Why hasn’t she been able to solve it (up till now)?
- What’s possible for her if it is solved?
- How are you uniquely positioned to help her solve it?
- What’s the next step she needs to take to get closer to solving it with you?
You then wrote some basic web pages that worked as the foundation for telling your story.
You’ve also outlined the path on your website that your ideal customer will most likely take to get to your answer to #5 above.
Now comes the part where you provide lots of proof — both primary and secondary — that YOU are the one she’s been looking for.
The content you author and add to your website (e.g., articles, blog posts, press) is primary proof that will help her see you as an authority — and as the one with the answer to her biggest problem.
So how do you figure out what that content should be?
You brainstorm. You ask questions. And sometimes — yes! — you even ask your ideal customer directly.
In your next assignment, you’ll brainstorm relevant topics that your Ideal Client wants to read about.
Content: Assignment #7 Make it Shareable
Make it Easy for Your Ideas to Spread Today's lesson is not just about your copy. It's about how to get that copy shared and out to the world. One of the biggest mistakes people make with their web content, is not making it easily shareable. You've gone to the trouble...
Content: Assignment #6 Write a Mouth-Watering Headline
Get Them to Read What's Next The whole point of writing any sentence is...to get your reader to read the next one! Yep. It's that simple. (Not necessarily easy, but simple, yes.) Your headline or title is the first thing anyone ever reads. So make sure it does its...
Content: Assignment #5 Format Your Blog Post
Now for a little formatting. We're going to make that blog post or article scannable. Remember when I said people don't read? They really don't. Unless they decide it's worth their time. And how do they do that? They scan. First, they read the headline. Is it...
Content: Assignment #3 Write a Second Draft
Let's take another look at your writing. What's Your Point? When my son was in high school, he signed up for an advanced English class and quickly found that his writing wasn't quite up to snuff. His papers were regularly bringing in Cs, where before his grades never...
Content: Assignment #4 Inspire Your Reader to Take Action
You may write some fabulous stuff. But if your reader never takes action -- never attempts to put your advice into practice -- then you're not going to get very far as an authority. You need your readers to take your advice if you ever want to have testimonials about...
Content: Assignment #2 Write a First Draft
Your first draft will always suck. Most of us have written a thing or two by the time we're old enough to start our own business. So I'm not going to give you remedial writing lessons. In fact, I'd really like it if you'd forget most of what you learned in school! I...
Content: Assignment #1 Brainstorm Topics
Your Ideal Client Has Questions...You Have Answers What we're looking for here are the types of questions that your ideal customer is asking online about what you have to offer. What is she searching for? What terms is she using to find answers? If you are a house...