People put the cart before the horse
Consider most of the content available online, and what do you notice? Sad as it is, you’d find that most people are trying to straight up sell prospects on the “features” of a product.
This is very evident on Facebook, where, having learnt that it is the biggest market on earth and the best way to connect with consumers, most people on this platform think it is easy to sell to everybody. So you find them bandying offers around. Yet hardly anybody considers these offers.
Many people send me friend request on Facebook to connect with me. It always goes like: Hi, I saw that we are in the same marketing group and I would like to connect with likeminded fellows. I used to accept this invitation eagerly when I was trying to build my network.
But what do I notice? As soon as I accept the friend request, the person asks if we can talk. Of course, why not? Before I know, they are bombarding me with how they have a marvelous business opportunity and they would like to share it with me. When I tell them my hands were full, it’s now they try to force my hand and this runs me crazy.
“Who considers my offers?” I will fume, “But everybody wants me to take up theirs.”
Website and content creators on their side are also guilty of this “crime.” While they give a lot of thought to their website and content creation, they totally forget about those for whom the work is destined.
This is catastrophic because they are targeting people. People with needs. People searching for their kind of content or offer and would consider them if only they took the trouble to connect with these people.
Before reading, on reading, and after reading some content, the visitor’s reaction is, “What’s in it for me?”
Supposing you were such a visitor and did not find what you wanted in a piece, what would you do? Forget this piece forever and look elsewhere, of course!
So, how do you put yourself directly in your prospects’ shoes and be better able to target them?
Put your finger on what your prospects are thinking
This is the only perspective you must have when working on your content or an offer. Go under your prospects’ skin and try to fathom what goes on in their heads as they visit your site or consider your offer. Being able to do this will help you create story lines within your content that will help you connect with them.
What worries your prospects most?
Your prospects are looking for a different experience from the ones that left them bitter, they are afraid to lose more money, they are not looking for another work (where they cannot have fun), they don’t want anything “technical,” they dread to hear “I told you so,” from their circles should they fail in another online, they are “betting” on another “online thing” against the wishes of their spouse, and they are desperate for real help but would baulk at another “guru” trying to sell them on stuff this time around.
Now, let’s look in some detail at these matters that bother people trying to start a business online:
Is this opportunity different from those that fleeced me?
Few and lucky are those whose initial attempts at online work turned out to be the right thing. Many of your potential customers have tried other online businesses before but got their fingers burnt. I can’t myself count the number of promising online opportunities that I had embraced in high hopes only to be filled with deep regrets.
An African proverb goes that a person bitten by a snake will jump on seeing an earthworm. Your offer may be genuine, good but if your prospects don’t see what sets it apart from the bogus ones, this will trigger in them the fear of falling victim again. What will be their next move? “Let me be gone before this guy catches me.”
But should your offer give them the possibility to try it before investing, then they may see the difference. This is the Wealthy Affiliate business model.
Is this going to be from the frying pan to the fire or otherwise?
One of the reasons people are dissatisfied with their 9-5 jobs is that their salaries either do not allow them, or only permit them, to live from payday to payday. They’ve learnt they can improve their financial situation by working online.
Instead of that they found themselves dishing out money for one thing or the other which will help them succeed on the web. From failure to failure, they got really tired of their worsening financial situation. This makes them unhappy and wary of any promises.
They haven’t given up their online dreams but this time they are extra careful. Can you assure them that your business is going to end not only their search but their pain too?
Generally success stories, backed by genuine and verifiable customer reviews, assure people. The Wealthy Affiliate community, in which hundreds of members share their personal experiences, is one such thing.
If only I could find that special opportunity for me…
If somebody is seeking to run away from their boring 9-5 job, it goes without saying that they are looking for something which is fun to do.
I once signed up for a business where I had to watch multiple videos and undertake many tasks. With the slow internet connection in my country making the video not to play smoothly but instead stop and start continuously because of buffering and the tasks apparently not leading me anywhere, I lost patience and gave up the business.
One thing I love about Wealthy Affiliate is that their videos play despite my worsening internet connection. Coupled with this being a promising business, I’m not surprised to be so attached to it.
So, know that people are not only looking to earn money online but also enjoy what they are doing. If your offer appears fun and profitable, there’s no reason why they shouldn’t consider it.
People fear the “technical” aspects of online work
A text called “The Digital Divide” based on a recent survey carried out in the United Kingdom showed that the number of people, known as “net refuseniks,” (because they do not intend to get internet access) has risen. They make up 44% of UK households, or 11.2 million people in total. This number, which has risen from just over 50% in 2005 to more than 70% in 2015, cited lack of computer skills as their reason for not being interested in getting connected to the internet.
This study alone should tell you the number of potential prospects that you may lose because of the technical aspect of your online business. Many people simply cringe at the feeling of having to do anything that is too technical.
Does this mean you shouldn’t propose anything technical? No, for online work has some technical aspects people can’t do without.
I was conversant with the blogspot platform because I have had training to create my blog and used it often. But since the three companies didn’t offer any training to master the WordPress platform, I found it difficult to use and almost ignored them. I never even knew how to attach images and lack of training discouraged me from trying to find out online (through Google search).
It was not until I joined Wealthy Affiliate and created my WordPress blog with SiteRubix and received training to make it an authority blog that I understood why over 50% of people created their websites on WordPress.
What made WordpPress so easy and fun for me to use at Wealthy Affiliate? The community. As usual, recently I needed to upload an Aweber form to the