When I was a little child I loved collecting things: I had my pocket calendars’ collection, my stickers’ collection, my stamps’ collection, not to speak of all the stones I would pick up whenever I when hiking.
But my favorite collection of all was the animal cards.
And it wasn’t because of the beautiful colors and pictures, but because I got to exchange them with my friends at school.
A hypnotic humming sound on the background would always reveal that someone nearby was swapping cards, “got it, got it, got it,… Stop, I want that one.”
And because you never knew who could have the card you were still missing, all of us were eager to jump at the least opportunity to see what others had.
Trading cards was an exciting activity at school, but I had no idea how relevant it would become for me as a Purpose-preneur of the 21St century.
To Be or Not to Be…Noticed!
We hear it everywhere: the only way to be found online is to publish articles, create podcasts, record videos. Create some kind of content consistently enough -Experts say- and you’ll get found by those who need you.
But what happens once you’ve published that wonderful content piece of yours?
Will your clients take the time to read, watch or listen to it?
With the ever-increasing amount of information claiming for their attention…
…the answer is they probably won’t.
Most of the times, all that effort you devoted to creating your content is wasted because very few people take the time to consume it. (The internet has multiplied the options out there exponentially)
The Neuroscience of Content “Ignoration”
Your brain doesn’t like to feel overwhelmed. Whenever that happens it raises a mental barrier by ignoring most of what is going on.
It will tune out, and filter any type of information that you don’t need at that particular time.
In a similar way I did back at school, your clients’ minds will be thinking: “who cares, who cares, who cares…Stop. I want that one” tuning out to any of information that isn’t relevant to them at that time.
Here is where many entrepreneurs fall into dirty marketing tricks. “I will create a headline that makes you feel anxiety, or a false expectation” or … (you name it).
We might feel tempted to do anything in order to get our peeps attention. But there is a better way.
The 3 Rs of Standout Content that Gets Noticed
If you want your content -and your business- to get noticed by those who need your services, you need to be intentional in how you create it.
Apart from sharing it everywhere you can, there are 3 things you need to keep in mind whenever you create content if you want your ideal clients to pay attention to it.
1/ Be Relevant:
Talk about what matters most to your ideal clients. Address their problems, their fears, their struggles in your content.
Or they will ignore you.
Remember that we are living in the Information “Overload” Era. Our minds will only pay attention to things that are relevant to us, ignoring everything else in order to avoid overwhelm.
What is the most pressing problem of your ideal clients that you can help them with? Use that as the focus of most of your business communications.
2/ Be Respectful:
Give something useful they can apply right now.
Our most valuable asset is time. It’s not a cliché, it’s true. I lost my mother a few months ago, so I know well. Our time here is limited, also your client’s.
Respect that and always give something valuable in your content. Some actionable step, some insight they can apply right now. Don’t waste their time, don’t simply add to the noise out there.
Find your particular way of adding value.
Personally, I find it extremely hard to shorten things up, -as you can see- but I’m good at making things easy to understand and turning them into actionable steps.
So even though my articles may take a bit longer to read, I do my best to make things as clear as possible.
Communicate by using your Aligned Language, the voice that resonates both with you and your ideal clients.
Words are important.
If someone calls me Ann, I will never turn around.
Since my name is Charo, Ann is a word that has nothing to do with me, and I will never pay attention to that word. (Hey, I don’t even pay attention when someone calls me Ma’am, isn’t that an age thing?)
You too have a natural voice, one that your ideal clients can hear better than anything else.
How do I find my natural voice? You might ask. I’ve created a tool to help you with that.
It’s my What Makes You Different? Assessment. It will show your most active Archetype. This Archetype influences how you naturally communicate with your clients which is the language you tend to use.
You can take it for free by visiting: https://www.tappingyourpurpose.com/go/quiz
These are all easy-to-apply tips. And what’s more important: they will make you feel proud of anything you put out there. Because they are based in a deep sense of authenticity and integrity.
Which one of them will you start implementing in your next piece of content? Please, leave your comments below.