On Your Terms® 243. Why Your Content is Driving Customers Away
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Jun 2, 2025 Feeling like your content is falling flat? Discover why your passion projects might not be resonating with your audience. A humorous tale about healthy brownies reveals crucial marketing insights: if you lead with what they don't want, they'll pass. Learn how to identify your audience’s cravings and craft content that truly connects. Plus, get practical tips for layering in valuable information that captivates your listeners. Transform your approach and watch engagement soar!
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Healthy Brownies That Nobody Ate
- Sam describes entering a firm baking challenge with 'healthy brownies' that nobody ate despite her enthusiasm.
- She realized the recipe was fine but her marketing led with health, which turned people off at the moment of choice.
People Hire Solutions, Not Professions
- People come to experts to solve pain, not to learn the profession itself.
- Position yourself as the vehicle that removes anxiety and delivers the desired outcome, not as a teacher of methods first.
Lead With Desire, Then Layer Tips
- Start your content by naming the core desire your audience is chasing before teaching methods.
- Then layer your educational tips ('broccoli') between those desire-focused hooks so readers stay engaged.