Grab yourself a coffee for a buyer psychology lesson…
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Your potential clients know they have a problem, but do they know what the solution is? Some do & some don’t…
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When you’re crafting content this is a really important distinction to make
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Let’s say potential client 1 is problem aware & potential client 2 is solution aware
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Client 1 has impostor syndrome & it’s holding them back in their business
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When you’re writing content for client 1 your focus should be on the problem – what are they struggling with? How do they feel? What do they want? Then explain how you could help them – let’s say you do RTT. You educate them why RTT is a great solution, how it helps with impostor syndrome, how it will get them to where they want to be
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They’re interested (because they’re aware of the problem & want it solved!). They read more of your content. They want to learn more about RTT. They like & trust you – you’re an expert who knows how to help them
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What you give a problem aware buyer is the confidence that your work (in this case RTT) solves their problem
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Now, client 2 has impostor syndrome & heard on a podcast how RTT helps overcome it
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So she’s researching RTT practitioners. She comes across your content – she’s looking for something different to client 1
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Because she’s already sold on RTT (solution aware) she needs to now be sold on YOU
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In this case your content should include testimonials, results & transformation stories, showcase your qualifications, experience & share your journey to help her connect with you on a personal level
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In effect, what you want to give a solution aware buyer is the permission to hire YOU
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Your audience includes people at both stages – does your copy speak to both the problem aware & solution aware?
