When something is your Thing you look at it from ‘your’ side–the side where you know how it works well, what to do to get the results, and usually the ‘easy way’. So when you’re putting together marketing material, you need to look from the ‘other' side.
Here’s an example: you have a checklist of actions, or a step-by-step process that you work though when you do your Thing, then a good way to turn this into marketing is to flip it and turn it into an audit–a checklist just the same, but a "How many of these Things do you do?" angle.
If you know you need to teach as part of your marketing then, instead of lessons (although they can be great too), if you want a quick way to create content simply turn a process you already have on its other side to become a checkbox exercise. In asking people to see how many of the list they are already doing, you’re: a) educating them that your Thing works this way, b) helping them see which steps or pieces they are missing, and c) helping them realise what they need to do next (which, of course, you’ll have let them know you can help them with if they want it).
The best marketing creates a demand for your Thing, and by having people realise what you do–and what they aren’t doing that you do–it’s easy for them to decide if they now have a demand for this product or service, as they can see it’s missing.
So next time you’re having a head-scratch about a piece of content for your Marketing–a blog post, an article, a webinar, or a ‘lead magnet’ (free gift thing)–then look at what you already do when you do your Thing and look at it from the other side.
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