Does your marketing content fulfill buyer hopes?
Does your marketing content fulfill buyer hopes?
Or does it give your buyers paper cuts?
Imagine your ideal customer, a prospect who’d be PERFECT for you, reviewing a piece of your content.
It doesn’t matter what content.
Maybe they're sitting on a landing page to download a white paper or reading your latest email, newsletter, or blog post.
When a reader does these things—when they visit, download, and read—they do so for a reason: Because they have HOPE 
HOPE is every reader's starting point.
They come to your content FILLED with hope.
- They hope to get useful nuggets.
- They hope to understand, in a deeper way, whatever topic your content covers.
- They hope to be inspired, to be motivated, to see themselves reaching new heights.
Photo by Nick Fewings on Unsplash
And they hope to do so without:
- Trudging through walls of text.
- Struggling through bloated paragraphs thick with jargon.
- Feeling the frustration of yet another ebook, email, or blog post hurriedly written and then shoved out the door without empathy for them in mind.
I click, download, open, and read because I have hope, too.
But in far too many cases, my hope turns out to be empty.
In far too many cases, I get content that make me feel like this:
Is this what readers think while reading your marketing content? I can help.
Why do I feel that way? Because the content is filled with errors, stumbles, and gaffes that give me painful paper cuts!
What do I mean by paper cuts?
I'll talk more about them—and why they're so painful to buyers—in my next post.
Stay tuned!
