Creating happy clients used to cloud my view when it came to problems. I was so focused on helping, offering value, tips, systems and strategies to make blogging a happy experience, that I overlooked the one major, most important common factor… problems. All of my clients had problems. And most of my clients didn’t think their clients had problems…
Well, I’ve got news for you: everybody has problems. And solving problems is far more lucrative than making people happy. So, whenever I talk about describing the problem as must-have ingredient of your blog posts… and I hear someone say “my clients don’t have problems” I illustrate that each and every client of each and every entrepreneurs has problems… Did you realise that? Will you let me explain why I am certain that everybody has problems and that this is wonderful?
Why should you address problems?
Addressing your clients’ problems on your blog is necessary. Now, the word problem here, covers a wide range, because this could be anything, so long as your clients, fans and readers have suffer some kind of pain. Why is that? Well, the human brain is wired in such a way that when the pain system is triggered, people are tempted to “buy”. In other words, you and I and all of our clients, fans and readers, wish to resolve any kind of “pain” – and with that also the associated problems. You can therefore use this to your advantage in your blog posts.
Are you sure your clients don’t have problems?
First of all, you must find out which problems your clients, fans and readers have. When you don’t know them, then this whole mechanism won’t work. However, your clients do have problems. More than they realise. And more than you realise. And I am more than happy to explain why. The word “problem” should be seen as a collective… as a problem can be disguised as a:
- Lack of Focus
- Unachieved Goal
- Unfulfilled Desire
In short, anything that can be experienced as a problem. And for which you can provide a solution. And you do have that solution, since you are writing from your expertise, your products, your advice, your coaching or your training with which you have had heaps of experience.
How do you discover your clients’ problems?
To help you map your clients’ problems, I’d like to give you an example of an former client of mine who actually had said to me: “Help, my clients don’t have any problems.” She organises romantic holidays for couples in one of Europe’s capitals. Her clients, fans and readers are holiday makers and they don’t necessarily have problems to be solved. Still, she has something powerful and inspiring to offer them. Not only can she provide required information, so that her clients don’t have to go and find that information themselves. But also offer highly specific information that will save her clients and readers, offer them a special experience they would not have discovered themselves, and may be turning their break into the ideal holiday.
So, these clients could run into all sorts of problems, irritations and frustrations if exploring a city on a short romantic break, without the professional and expert help and tips from her. And these issues are precisely the issues you can and you must mention in blog posts. You are then painting the landscape in front of your readers… to make it clear to them what your added value is.
So, if you are in business with a similar service – one that doesn’t seem to address problems at first sight – then think again. You can offer solutions in the form of clever tips, a checklist or an information package. These types of solutions will bring home to your clients, fans and readers that they may be facing problems, and that you are able to save them that hassle. Always keep in mind, you see, that you know infinitely more about your topic than your clients, fans and readers do.
By describing the problem your readers will realise that you know what you’re talking about and they will recognise that your blog posts are relevant for them. And when you’re structuring your blog posts by using my Blog Recipe you will naturally engage them in resonating with the problem, make them understand the impact of that problem if and when that persists, as well as feeding their motivation to wanting your solution.
Is this something you recognise about your product or service and your blog? Then let me know in your comment what it is you do and why your clients don’t have problems, then I will give you a personal tip about how you can discover and describe your clients’ problems and their impact.
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