Obsession Will Keep You Relevant

Ever feel like your marketing is just... not hitting the spot? You’re definitely not the only one. A lot of us put in the work, and tweak things, and still, it feels like something’s missing. I’ve been there too. Back when I thought I had it figured out—just knowing the usual stuff like age, location, or job title—I realized pretty quickly that I was way off. I kept putting in the effort, but it was frustrating to see nothing really changing. We've all been through that grind, right?

The Disconnect Between You and Your Audience

The truth is, most of us don’t realize the real gap. We think we know our audience because we’ve got the usual details covered, but what’s missing is the deeper connection. That’s where true obsession comes in.

So, what does it mean to be obsessed with your audience? It’s not merely about identifying basic characteristics but diving deeper. It’s understanding why they are, who they are, and what motivates them.

True audience obsession means going beyond surface-level details and developing a deeper understanding of who your customers really are. That’s why we create something called an Ideal Customer Profile (ICP), a 13-page document I’ve been refining since 2002. It’s not just about listing demographics—it digs into the psychology of your audience.

You need to uncover what truly motivates them: what drives them, what holds them back, what excites them, and even what scares them. It’s important to ask the right questions, like “What problems are they dealing with?” or “What led them to seek your help in the first place?” This deeper understanding is what fuels your obsession with your audience—and that’s the key to staying relevant.

Content Strategy: More than Just Posting Schedules

Now, let’s discuss content strategy. Many are familiar with content strategy discussions, often focusing on posting schedules or content pillars. While these are parts of a strategy, they aren't the entirety of it.

When you genuinely understand your audience's pain points, you can better address their needs. Think about this: when you experience a problem, what do you typically do? Most likely, you turn to Google for answers. Your customers do the same when they're facing issues.

Answering Your Customers’ Questions

If I understand the pain you're experiencing, I can anticipate the searches you'll conduct. As a business owner, it's my responsibility to provide answers to your questions. Yes, a posting schedule is important, but what truly matters is the content you create. You need to address your audience’s queries directly because that’s what they are looking for.

For instance, the videos achieving a 70 percent click-through rate are successful because they answer real questions from viewers. When someone sees that their question is answered, they're more likely to engage with the content.

Content Theory and the Customer Journey

Now, let's address a critical aspect that many overlook: content theory. Your customer ventures on a journey before they reach you, and it’s essential to recognize that no single piece of content or advertisement can fulfill this process. Even great copy isn't the sole solution.

For example, no one goes directly to a pricing page without first traversing a journey that leads them there. It's vital to understand where to position content along this journey so that potential customers can engage meaningfully and ultimately conclude that they want to proceed.

Creating an Audience-Centric Content Strategy

So how to connect effectively with your audience? You must develop a comprehensive understanding of their needs. 

1. Develop an Ideal Customer Profile: Create a detailed document that captures not just demographic data but also the psychological triggers that drive your audience. What excites them? What are they afraid of? What are their biggest challenges?

2. Create Content that Answers Questions: Once you understand your audience’s pain points, use this knowledge to craft content that directly addresses their needs. This approach isn’t just about what you think is important; it’s about what your audience wants to know.

3. Understand the Customer Journey: Remember, your audience doesn’t arrive at a decision to purchase in a vacuum. They go through a journey. It’s essential to create content that meets them at every stage, guiding them from awareness to consideration to decision.

The Three Buckets of Content: Why, How, and What

Understanding this journey brings us to the three buckets of content: Why, How, and What.

1. Why: This philosophical content addresses the importance of your offerings. Why should your audience care?

2. How: Here, you provide actionable steps and insights. Demonstrate how your product or service can help solve their problems.

3. What: Finally, detail what you offer. Be specific about your services, but do so after establishing the significance of why they matter and how they can help.

Success Stories from Answering Audience Questions

One of my clients, a cash-based practice, experienced a remarkable moment when a customer walked in with $28,000 in cash. What made this possible? The individual felt that his questions were answered directly and satisfactorily in a video. During the consultation, he was provided with a straightforward answer that led him to immediately go to his car, retrieve the cash from the trunk, and return to complete the transaction.

This wasn't a scenario set in a bustling city; it took place in a small town—Skaneateles, New York—proving the impact of effectively addressing audience questions.

Are You Ready to Commit?

So, are you ready to develop a true obsession with your audience? Are you willing to take the steps necessary to understand their needs and pain points? 

Remember, successful marketing isn’t just about selling; it’s about serving your audience by understanding their journey. Commit to this path, and the results can be remarkable!

Until next time,

Atiba

“A surprising number of Tribal Leaders in our study learned their most important leadership lessons in the military. Gordon Binder, for example, the former CEO of Amgen, credits his time in the navy with learning the importance of values and vision. As he told us, “if you walk on board a ship and the brass is polished, the guns will shoot straight…Walk on a ship where the brass is dirty, and that’s a ship where we have to check the guns.” Stage Four cultures tend to express their values in both big things (guns) and little things (brass)..”
― Dave Logan, John King, Halee Fischer-Wright

I can't wait to throw another dinner in October—this one will be in NASHVILLE! I always look forward to these events because they're not just about getting together; they're also about meeting amazing people, exchanging true tales, and occasionally finding answers to the problems we've all been facing. It would truly be a pleasure to have you present and involved! Click me for details! 🥰

When it comes to understanding your health, Dr. Phyllis Gee stands out for her effective innovative and holistic approach to medicine. I’ve had the pleasure of knowing many doctors, but Dr. Gee's take on nutrition and weight loss truly impressed me. Her clinic, Willowbend Health & Wellness has a way of making complex health concepts simple, and what she does just works. After joining one of my dinners in Dallas, she made a lasting impact—one of my guests joined her program.  I ran into him recently and he shared that he and his wife lost over 20 pounds in just two months following her program!

It's awesome having people like her around—innovators and thinkers who are genuinely making a difference and changing lives. I’m grateful to call her a friend and continue learning from her.

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