One of my biggest business lessons from 2018 came from the most unlikely place.

In October I went to Pittsburgh to visit my best friend and her family. I got to meet baby Rosalie Mae, who arrived just three weeks before my trip, and I got to spend quality time with Mom, Dad, and big sis Adeline.

I spent a heart-filling week playing train, reading books, and celebrating potty training wins with Adeline, who’s two and a half.

And let me tell you, hanging out with a two-and-a-half-year-old made me think an awful lot about the way we present our messages as business owners.

I know. Potty training and potential sales. Super weird connection to make. Let me explain.

Adeline is one busy girl. She’s got books to look at, potties to sit on, a baby sister to hold, and people to snuggle. So if you want to ask her to do something, you’ve got to be strategic.

  1. First, you have to grab her attention from whatever fun thing she’s in the midst of doing.
  2. Then, you need to explain your suggestion in the shortest, clearest way possible.
  3. Finally, you have to tell her what’s in it for her. Maybe a trip to the park once we clean up the blocks and eat lunch…?

It struck me that those are EXACTLY the steps you need to take when you create content for your business!

First, you’ve got to make sure you have people’s attention.

If you haven’t hooked readers / listeners, it doesn’t matter what you say next because they can’t hear you. You need to think about grabbing the attention of your potential customers whether you’re…

Then, you have to cut to the chase.

People are busy. If it takes you too long to get to the point, you’ll lose eyes and ears. You’ve got to tell folks what you offer in the briefest, clearest way you can, whether you’re…

  • introducing yourself on your Home Page
  • writing a flagship blog post
  • or nailing your elevator pitch

Finally, you have to entice people.

What outcomes will someone get from working with you? What’s in it for her? What’s the equivalent of the post-potty M&M’s? You need to be talking about benefits whether you’re…

  • hosting a webinar
  • crafting a sales page
  • or planning an entire sales funnel

Attention. Interest. Desire.

Grab someone’s attention. Get her interested in your product or service. Make her drool (maybe not literally if she isn’t actually a two-year-old).

These are the stepping stones to taking action. To getting that “Yes” that is the start of a productive business relationship.

It’s really simple. But that doesn’t mean it’s easy.

Have you been thinking about your business content in this way? As a straight line that takes customers from attention, to interest, to desire, to action?

Have you been focused on making connections, offering outcomes, and listing benefits?

Even though your ideal customers are probably less obsessed with juice, baby dolls, and roaring like a tiger than Adeline is, I bet they have similar criteria for giving your message the time of day.

What Customers Want

They want to feel like they can trust you. They want to really understand what you’re offering. And they want to know why your offer would make them better off than they are right now.

If you’re ready to create content that connects, clarifies, and converts, let’s talk. I’d love to help you craft the signature story of your business so that you can hone your message and get customers excited to work with you. Let me know what kind of writing you’re working on for your business and I’ll help you figure out your next steps.