You sell a great solution to your customers' problems. You know that your product or service is the absolute cat's pajamas....but for some reason they still aren't buying.
In this webinar we break down the science behind how our prospects digest website content and how to use that science to create content that actually helps grow your business.
We'll show you how to create content that connects the problems your customers are dealing with and helps them see your solution as the only one for them.
We then break down a landing page using our Problem Solver Method content framework to show you exactly what content you need to convert readers into customers.
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I am the founder and CEO of Blue Steel Solutions were a local marketing firm. Um I also developed the problem solver method, which is a framework for writing marketing content that works with the way that our customers brains process information. Um And so I won't go through this first introductory part because lost, we already share that. But today what we're gonna do is go through the problem solver method.
I'm going to teach you the ingredients that you need to be able to communicate your value in a way that your customers will actually care about. Um And we're going to focus this on sales page content. So we're going to be thinking about a page on your website that's going to help sell a product or service, but everything that we will be talking about, you can apply to your emails, you can apply it to your social posts. Any other marketing content that you have, you can apply this method to so think outside of the box a little bit as we're going through this, but I am going to be saying sales page because that's kind of the focus for today.
So before we dive in and start talking about how you're going to communicate your value. We need to get one thing straight. No one cares about your business, seriously not even your mama. So what do people actually care about? They care about winning, They care about survival and they care about solving the problems that threaten those chances of winning. So I need you to remember this as we go through the session today. Um and especially when you start working on your content later, when you go through that workbook, you absolutely can never waste the precious few moments that you have your prospects attention talking about yourself. Everything that your content says must be framed around how you can help solve your customers problem, otherwise they're gonna lose interest or they may even feel threatened by you and they're gonna be gone.
So to understand why that is, we need to talk a little bit about how our brains work. Um So the way that we process information, gonna try not to get too technical here, but just a quick lesson on how the brain works and this is really going to be key to the problem solver method and why the ingredients are what they are. Um And why following them will help you have an instant connection with your prospects.
So there's three basic parts of the brain that we use for different processing activities. So we have the north, the neocortex, which is kind of this frontal part of the brain, it's responsible for planning high level concepts, abstract thinking. Then we have our mid brain or the limbic system which is responsible for our social and emotional thinking. And then we have our basil ganglia.
Um This is responsible for survival. New situations. Fighter flight, you've probably heard this called the crock brain or the reptilian brain. Um It's the part of our brain that developed first. It sits right at the top of our cerebral spine. That's a really hard word to say, by the way, cerebral spine. Oh and it's like a simple processor or a gatekeeper. It looks around, it's constantly scanning for information and environmental cues and it's deciding what's going to move along to the midbrain and the neocortex for further processing and understanding.
So this part of the brain, it cannot handle abstract ideas. In fact, when it's confronted with new ideas or complicated concepts or anything that's kind of um out there, you know, cute and clever, creative, it's going to actually see that as a threat. It has a really short attention span and it's constantly deciding what it's going to use more calories on two process further and help it survive.
Um so the problem is, and most of our marketing content, we're trying to speak directly to the neocortex, right? We're being cute and clever, We're using abstract language, we're talking in big idea content. But that approach scares the basal ganglia. It doesn't understand what we're saying and it either assumes it's a threat or a waste of calories to process. So it's going to shut down the perception of that message immediately and that shut down is going to happen even faster if the messaging that we're using in our marketing focuses on how great we are. Now the basal ganglia is seeing it as a threatening competitor for resources. So it's really important that we don't do that.
So the good news is that writing content that's effective is actually really, really simple. We just have to stop being cute and clever and instead immediately tell people exactly what probably consult for them. This is gonna signal survival and the basal ganglia is gonna take our message through to the rest of the brain where it can actually be processed and understood. So as you go through your workbook today, um you're going to start with really understanding who it is that you're marketing to, what problem they have, what pain they're feeling because of that problem and the solution that you can offer. Um we won't have a ton of time to dive as deep as I would love to into this portion because I want to get into the actual problem solver method.
So when you go through your workbook, definitely take the time to go through these exercises, I'm gonna touch on them now. So you know what to do when you get there. Um but this is the foundation. If you don't get these things right, then when you actually get to writing your content, you're not going to create that connection with your audience that you need to for them to say I want to learn more, this is the solution to my problem, I need to buy this product or service.
So make sure you don't skim over this part in your workbook. It is incredibly important.
So before we can write any content at all, it's absolutely imperative that we know exactly who we're writing for. We're never going to make it past that checkpoint in the brain if we have a vague message that can apply to pretty much anybody, so we're going to need to consider really narrowing down our audience as much as possible. No one has a solution that works for everyone, the more that you can niche your audience down, the better that you can really clearly communicate to them.
So now it might feel really uncomfortable or even limiting to do this right? Because you're taking your potential audience, your potential customers and you're narrowing it down as much as you can. But what's going to happen is that when you become the ideal provider for a smaller group of people, you're going to find much more success than being this one size fits all.
I can fix everyone's problems business. Um so you're going to use that workbook and you're going to really narrow down exactly who it is that you're writing the content for now. You may be used to seeing things like working through demographic data, like age, income, geographic location, all of that. Um those things are important, but we're going to take this a step further. So your workbook, um it's going to include a space to to look at those demographics, but we really want to get more into the problems that you solve for people, uh not just who they are and what they look like from a demographic standpoint, but what is the problem that your solution solves for them? So when you're narrowing down your audience based on problems, this is going to make it so much easier for you to convince people that you can solve that problem.
So you'll see in your workbook you're gonna actually group people together not just based on their demographics but based on the kind of problems they have and how your solution solve those problems, you're gonna look for some trends where you can start to group people together and then narrow down these audiences based on the problems that you solve for them.
So then when you're writing your content, you're not just thinking of the demographics of your audience, but you can think from the standpoint of what problems are they dealing with and how do your solutions solve them? So our products and services, I think you've got the point by now they have to exist to solve a customer's problem right? People aren't going to buy unless they're motivated enough by discomfort to make that purchase.
So when we talk about a problem that you solve for people, I want you to think about the pain that they're feeling. So for example, um you know, I think that we can even look at just this problem solver method as a good example of what pain we're solving? So problem solving method, again, it's a content framework that tells you exactly what to say on your website or in your marketing and in what order to be effective.
Now we created this problem solver method because the biggest pain point for our clients between needing a website and having a website is writing that content, that pain, that problem existed. And the problem solver method is the solution that makes it very simple for them to understand what to say to make people actually want to buy from them when they read their content. So when you're thinking about the pain points that you solve for your customers or that your problem solved for your customers, think about what are those things that keep them from getting to success and that's going to be the pain that they really care about.
So take some time when you go back in your workbook, you really want to think through this and identify those problems in those pain points and how your solution is basically taking them, you know, from where they are now to where they want to be or past that pain pass the problem to a solution when you're able to and we're going to break down exactly how to present your content this way. But when you're able to present your content, um in a way that addresses the problems and the pain that your customers are feeling, your message is going to get a free ride right. It's going to go straight from that basal ganglia into the neocortex where it can be understood and broken down and acted upon. So it's really important that you target those things.
You understand for each specific audience that you have, what problem they're facing, what kind of pain they're feeling as a result of that and how your solution addresses it. Mhm. So one more part here from the workbook that we're gonna go over before we start talking about actually writing your content is you're going to spend some time thinking about your solution itself. So you might have, you might say, you know, for us, we build websites. That's a pretty simple solution. But what the workbook is going to do is it's going to help you define that solution in terms of your customer's problem.
So in your workbook you're going to start with writing down just a clear, simple definition of your solution. Um This is kind of just for you to refer back to so get that written down and then you're going to continue working through that workbook to take the problems in the pain and rewrite your description of your solution to address those problems in pain. This is going to be a really important exercise for you so that you're getting in the practice of describing your solution in the same terms that your customer would based around that pain. And we're going to show you some examples here as we go through the actual content. writing portion, that first part of your workbook. Super important. Take the time to go through that. It's really going to help you write more effective content for your website, your emails, your social media, everything that you do definitely take the time to work through that.
All right, So you've got the building blocks once you work through your workbook, uh now it's time to turn those into a highly effective sandals page. So starting with the problem solver method, what I'm gonna do is go through each ingredient. I'm gonna show you what it needs to contain. I'm going to show you some examples and then we'll talk about kind of the order that they should come in on your sales page and why that matters.
So the first section, I'm sure you're shocked is addressing the problem. So the first thing we want to do on the sales page is have a very clear simple statement about the problem that you solve this is where we're gonna call out that problem. It's going to trigger the brain to say they understand me. They know what I need, they know what I want, they know what's holding me back. They understand the pain, I feel we're going to create this instant connection where the reader feels like you're you get it. You know what they're dealing with Now on a sales page. This is typically going to be that section at the very top. Sometimes it's placed over like a pretty background limit or a full with, you know, color bar. It's gonna really be visually attractive to stand out.
So we're gonna have a big headline that's going to address that problem. And then typically you're going to have a sub headline that gives it a little bit more context and then a call to action. So um, we always always need to include that call to action, which is, it can be a little bit um concerning to some people to have that call to action. And what I mean by that is a button or a link that tells them exactly what they need to do next.
Um, so for example, if you have a business that sells products online, then your call to action would be add to cart or by now or whatever tells them what to do next. If you're in a more consultative business, then that call that action might be to book a call or get a consult or something that moves them further into the funnel. You might feel a little uncomfortable putting this call to action out there.
Um, some people see this a lot with our clients. They really struggle with this section because they can address the problem, but they don't want to tell people what to do next. They're really afraid to kind of ask for that sale or ask for that next step, but it's so important because again, at this stage we're at the very beginning of the website or at the very top, we're still talking directly to that basic Anglia that can't decide things on its own. It really can't understand subtext.
It's not smart enough to say, oh, I'm sure there's a contact page somewhere where I can go and follow the next steps on my own. I have to put it right there front and center exactly what we want that brain to do. So as an example, I will just show you our website page. Um, so we have the addressing the problem.
Most of our clients come to us because they think they want a website that looks good. We know there's way more important things than just having a website that looks good, but we're going to address that problem right off the bat, we're gonna get a great looking website because that's the language that they use. They want a website that looks good. We're going to give them a great looking website and then we're going to say that says all the right things because most people have no idea what to write on their website are offering, takes them through our course where they learn the problem solver method and they can write really great content.
So we're addressing two problems that we know people have when it comes to getting their website and we're even throwing in a little more sub or a little more context with the sub headline here that says without breaking your budget. So there were addressing a pain point, we're saying, we know that websites are expensive, we know you might not have the budget to go crazy and get a $10,000 website. We're going to help you get this done without breaking your budget. And then we're telling them exactly what we want them to do next start your site today.
When they click that button, it opens our calendar, they book a time to learn more to have a consult with us. It's very straightforward, They know exactly what to do. There's no question when they come here, what we do, how we can help them, what problems we solve and what they need to do next. This section alone on your sales page should be able to accomplish all of those things very simply tell them what problem you can solve and what they need to do next.
So then the next section, So we've got, this is the first section we're putting on our sales page. This could also translate to the intro of an email. This could translate to the beginning of a social media campaign. This could be the first ad that you're showing to a targeted audience is addressing that problem.
The next thing we want to do and this is might feel a little uncomfortable if you're one of those people that thought that by now or get your website or get started or whatever call to action button that made you feel a little bit uncomfortable, then this is going to really push you outside of your comfort zone. But we want to make sure that our visitors are going to take action. They need to request that call by that product, get on our email list, whatever it is that we want them to do, we want to make sure they're actually going to do it.
So our next job is to show them what can happen if they don't hire us or buy from us. We want to create some tension and we're going to relieve this tension later on when we talk about our solution, but we want to show them mistakes. We have to help convince the brain that the solution that we have for them is essential to survival. And the best way we can do that is to paint a picture of what bigger problems they can face if they don't finish reading this page, if they don't take action if they don't get the help that we can give them.
So in this section on your sales page, we're typically looking for a headline and then a few sentences or bullet points that are going to show them the biggest consequences of either just not solving their problem at all or not solving that problem with us. Um and you want to be really specific here. So we've done our work of figuring out that audience of figuring out their pain and their problems. We're gonna use that now to be able to put that Burbage right back in front of them.
So we're going to show them what are the consequences of not working with you? What pain are you going to help them avoid? Because of the specific way that you implement your solutions, or the specific way that you work with your clients. How are you going to help them avoid pain? What are maybe some internal problems that your customer is feeling? Um and that you can help them avoid or to get past, but maybe other providers can't write?
Um not just they need to solve the problem, but they need to solve it with you and this is why, and then, you know, I think the biggest thing here is that we've got to be negative and that's hard for us to do when we're thinking about marketing content and it's really hard to think about being negative, but we absolutely have to show them what's going to happen if they just don't solve this problem at all or if they solve it with the wrong provider or the wrong product. So I'll show you the next example here from our website. Um so we've got here, you need a great website to grow your business a little bit of subtext there and then we say, but what if and we take them through the problems that can happen.
We know a lot of people that go for our solution, they're just going to go to Wix or squarespace or something like that and try to build their website on their own. So we're saying what if you waste your time and money and you still have a mediocre website, right? That's a very probable thing. If you're building it yourself or what if you break your budget, paying someone else? But the website doesn't say the right thing. So it still doesn't help your business grow.
And then we say, what if your website doesn't pay for itself over and over again because it's not motivating your readers to take action. So we're putting out there exactly what can happen to them if they either don't hire anyone at all to put their website or if they hire the wrong people, this building mistakes showing them, the bigger problem helps push them more into that category of these people get it. They understand my problems, they're showing me exactly what's going to go wrong if I don't do the action that they're telling me to you. So I need to learn more. I need to book that call. I need to buy that product. I need to get on this list. Whatever the case may be. Yeah.
Now I would say that on your landing page throughout these sections, you want to continue to layer in those call to action buttons, you want to keep reminding them what they need to do next. So definitely first thing on the page you want to have that, but every section or every other section just kind of depending on how your content lays out on the page, you're gonna want to keep asking them to take the right actions. Yeah. Lost my mouse there for a second.
So the next thing that we want our customers to see is going to be our unique value statement. This is gonna take us from where we were talking about the bigger problem? What can happen if they hire the wrong people and this is going to help them understand even more why we are uniquely qualified to solve their problem. We have motivated them, they're ready to take some kind of action. We just want to make sure that the action they take is to get our solution and no one else's. So our unique values. The way to do that now in your workbook, you can work through and try to narrow down to one unique value.
Um, if this is a sales page for a specific product or service, then you're gonna want that unique value to be as specific to that problem as possible. Um if you're working on, let's say your homepage or just some marketing for like general what you do in your business and maybe you solve a lot of different problems through different products and services. You're still going to want to try to narrow that down so that people aren't having to remember and understand these multiple values. You want to try to get one strong unique value.
This is going to be easier for their brain to process for them to remember as they're doing research across different competitors and other solutions on the market. So really trying to narrow that down and not have like a list of all the ways that you're unique and more valuable, getting that into one. So what is it that actually makes your solution unique and valuable to people.
If you go back to your list of pain points and find where your solution or the way you deliver your solution is different from your competitors because it eases those pains. That's going to be the easiest way to create a value statement that your customers actually care for about because if your solution isn't easing those pain points, then no one's going to care about it right? You might care, you might think it's important. But if you are not framing it in a way that your customers care about that, it's just not going to be affected for you.
I'm going to share some examples here in a minute because I think, you know, this is just so important. Um, one example that comes to mind that I'm going to share just because I think it's funny is I have a close colleague who also does website design. She has a very different type of business.
I am a, you make an appointment, you get on my schedule and then we'll talk kind of person. And her unique value statement for her business is website developers who answer the phone. That's that's their unique value. They're clearly saying that we know most people are like heather and they're gonna make you email them and get on the schedule, but if you want to work with someone who's just gonna pick up the phone and talk to you whenever you need to come to us.
It's a perfect way of showing that they are different. They're looking at where is the pain in my market and they saw that no one answers the phone. It's really annoying. I know it's annoying, but it's the only way I can make things work for my business and they're saying we're going to relieve that pain by being the people that do answer the phone. Hopefully that's a good example for you of not just what's what's different about you, your cheaper, you're faster. Um you're just better, but what is a pain that's involved in the process of going from problem to solution that the way you deliver your solution unique and then I want you to do what we call the who cares test.
So we're gonna check out that value statement with the who cares, who cares test. So first does your audience care, that's the most important. Um your unique value has to be something that your target audience really cares about, or it is not a value at all. You're going to need to keep tailoring that statement until it's something that your audience really cares about. I think showing your unique value as a way that eases the path to success is the best way, but you can keep working on that and find a way that that really is going to resonate with your audience and your unique value shouldn't exist, exist just because it creates a space for you in the market. It's also something that you yourself should believe that your customer needs and deserves.
So my friend who says that there are web developers who answers the phone. If she didn't actually believe that customers have the right to pick up the phone and talk to someone about their website at any time during business hours. She didn't actually believe that if she was just saying it because it was a great way to market her business. That would not be a successful value for her because it would be very difficult for her to actually continue to implement it and care about it. But because she believes that her customers deserve that, that it's something that is wrong in the market and that she's going to make it right within her business, she's able to stand behind that and deliver it consistently and have it be something that's really a pillar of how they do business.
So keep reworking that unique value until it passes those two tests your customer cares about it and it's something that you believe is right and that your customers should have access to. So for our unique value, we're saying that we're the only website solution that tells you exactly what to say to make website readers take action and we deliver a beautiful finished website. So we're taking that part of the process. That's the hardest for our clients.
We know that writing content is just so difficult. It's something that people really, really struggle with and we're saying instead of you struggling, we're going to give you the keys to success and we're just going to tell you exactly what's right. So now that we have shown them that we understand their problem, we've shown them all the terrible things that can happen if they don't get our solution, we've proven that we have a unique value, that they need access to.
Now it's time to show them that we are part of their pack and that we have the credibility that we need to be able to really helped them succeed. Um now people like to buy from businesses that they feel connected to. So in this credibility piece, it's really important that we're not just defining our authority or what makes disqualified, but we're using empathy to explain to them why were credible. This is a very difficult balancing act because you want to brag on yourself a little bit.
You want to show that, you know, you've you've got a great solution, you know how to solve their problems, but you're doing it in a way that's empathetic and that presents you as more of a guide than the winner, right? You're not the one that's important here. You're just taking your customer to a place of success. So what you're gonna do is right, um I find that a paragraph or two is really good for this.
You're going to see any by example that it's more than a paragraph or two, but I'm a little long with it sometimes in my content. So don't be afraid to go longer if you need to. But you're going to show them that you have lived the pain of their problems and you've not only found the solution, but you've been able to lead others to success as well. So if you don't have that personal relationship to the customer's problem, then you need to figure out who did right?
If your it's not your business, If you're working for another business, what led to the creation of this business, this product, this service and it can really be as simple as, you know, it doesn't have to be this big um you know, journey that you went on in this emotional trek. It can be very simple as well. Um I bought these fly zapper things this summer that like plug into your outlets.
So, it's kind of like one of those fly zappers you would have outside, but it's for inside of your house because I mean y'all live in texas, you probably know the flies were really bad this year. And so um I bought these things and you just plug all men, you know, and they attract the flies and they're supposed to kill them. They don't work by the way, just if you see these things on the market don't buy them because they don't work. But the website was great because it kind of told this story of this family who was so fed up with having flies in their house every summer and not having a way to just get rid of them, you know, you have to like one at a time, kill them with a little record or the fly swatter.
And so I just told the story of like, we were really annoyed by this and so we found a way to make our own solution and now we think everyone deserves that. So we're selling this product, do you? They have this great little video, you know, it's kind of silly and fun, but just showing that this started with the problem that this family was experiencing and they turned it into a really simple solution that's a little, you know, flight a tractor and it was a great example of how they were proving their credibility through empathy. They were saying like, hey we've been there, we understand this is a not fun problem to have, it's kind of embarrassing to have people come to your house for a meal when you have some flies in the kitchen.
And so we've created this product that's going to help you avoid that. So that's what I'm talking about when I'm saying that we need to convey credibility through empathy, authority and sharing our own journey. So this is going to also give you the opportunity to show that you're not um just this outsider, right? You've, you've experienced the same problem and so you understand the path that your customer has been on and it's going to help create a closer connection where they feel like they know you and your business better and they feel like they can trust you because you've had the same problems they have, you had the same experiences, you've just figured out a path to success and now you're sharing that path with others.
Now in this credibility section and I don't have a screenshot of this, but you should definitely also always, always, always be sharing customer reviews, testimonials, case studies, all those social proofs of your credibility, Having someone else say that your great is always better than saying it yourself. So definitely be thinking about reviews that you either have or can collect. Um and the way that you want to present those to your customers that's going to be really, really important to showing that Not only are you saying you're great, but other people say you're great too.
Um so in our credibility section, I'm not going to read you this whole thing, but the headline, I think kind of sums it up, we're saying writing website content is hard, even for the experts. So we're basically saying like, listen, we were in the same boat every time we would have to write content for our own clients, it was like sitting there staring at a blinking cursor, having no idea where to start and just feeling completely overwhelmed and that's why we developed this problem solver method is so that there is a specific framework, you know exactly what you need to say and where you need to say it so that your content is effective and we're basically saying that, you know, we wanted to share this with people who are in the same position.
We don't want to see them suffer and deal with the same problems we did, we're gonna give them the solution that's going to make life easier for them. Now, this little area down here at the bottom would be a great place to have some quotes rolling through that show. Um you know what other people have to say about it, but unfortunately I didn't grab screenshot, okay, We're getting close to the end here, but the next thing we need to show people is the solution process.
So we need a section on our website or we need to address it in our marketing content of how people go from problem to solution what that looks like. And we're gonna break it down and have it in as simple and as few steps as possible, Even though I know especially if you're a consultative business, there may be 600 steps that go from problem to solution. We want to try to make it as simple as possible so that people are not overwhelmed but they can visualize getting to success. So this is pretty much going to be your strongest call to action.
This is typically where people are going, okay, I'm hitting that buy button, I'm booking that console, this is what I need, I gotta get my life together so I'm gonna go ahead and move forward. Um so in this section we're going to think about a 3 to 4 step process. If you're having trouble narrowing it down, try to group those steps together as much as you can remember, you're going to have the opportunity if you have a complex process to go through that in more detail once your prospect is ready to convert, but on the website you want to keep it simple, you want to make it look as easy as possible and not overwhelm people.
So the first step is going to be the thing you're wanting them to do on this page. So if you've been asking them to add to cart, the first step is add to cart, if you've been asking them to get a quote, the first step is get a quote. Step two is the actual implementation of that solution. So how are they getting that solution? Uh and then step three is the outcome of what life looks like after the solution is implemented. Um I'm gonna go ahead and flip over here to my example.
So for our site, step one is get started, which is exactly the same words that we use in those buttons. So we're asking them get started, click the button below to get your problems over website. Step two is create the content. Again, we're not going into every single step of what they're going to do. We're making that seem very easy. They're just going to create your content done. Step three Turn key design. We're going to make everything look beautiful for you and then step forward is you're going to grow your business. That's the outcome that people are looking for.
They want a website because they need leads, They need to convert those two sales, they want to grow their business and make more money. And so the last step here is that outcome. So we're showing them this clear, simple easy path in four easy steps, you can go from not knowing what in the world to do to having business and you might again feel a little uncomfortable with this because as we all know, especially for a complex problem, there's gonna be more steps involved in between there. But what we need to do is show them that we're going to handle that right?
Like when you get our solution, we're gonna make it easy for you, we're going to take as much of the pain out of the process as we can, We are going to guide you through. You're not gonna need any more brain power than just understanding step one, step two and step three, and then you're going to get the benefits and that's that's all the ingredients in our sales page or in our problems over method.
So once you have all of those things together, you can make it look beautiful uh and start putting it in front of people and um you know, those ingredients that we went through and they're all in your workbook as well. Those are the things that are going to help your customers understand exactly how you can solve their problems and that you are the only solution for them.
So definitely once you've created a sales page, start thinking about how you can use those elements in other parts of your marketing. Like we talked about presenting ad campaigns and putting him in that specific order so that we're working with the way that the brain processes were not overwhelming and we're convincing people that they need our solution in a way that is not intrusive or going to turn them off. So we've got um some time here, if you have questions, if you want to go over any of the examples, we'll just use this time however you would like to.
I really appreciate that you used blue steel solutions as kind of the example. So we could see it's like a metal like here's what you're teaching, but also here's how we applied it or whatever you're that was really cool. It's also I always I kind of feel bad using client stuff because then it's like which client do you pick? And then are they going to be okay with sharing it?
So whether I really appreciate how simple you made it. I know I think I put way too much content, too much text in my writing, wanting to explain everything in case they have any questions rather than making an F. A. Q. Or something else that they can find those additional things. It's like putting your social media on the top instead of at the bottom. It doesn't have to be that prominent. But I know mine is outdated because I started it several years ago and then haven't really updated it and when I look at other people's sales pages or landing pages, it's very you're right, it's very blocked and very simple to walk through.
Um rather than a lot of text. Yeah. And I would say depending on the way you sell your solutions if you're in e commerce store, if you're expecting people to buy without ever having contact with you, then having an F A Q section you can link to or maybe an explainer video that goes more into detail, very appropriate. But if you're more consultative and you really need to create a bespoke solution, everything's custom based on that client, you want to leave them with questions because those questions are intriguing and that's what's going to make them book that time.
Um and then you can do the work of really giving them an explanation that fits their needs rather than trying to create content that is a one size fits all, which as we know based on what we talked about at the beginning with our very specific audiences and they're very specific problems, it's difficult to do. And so I think that sometimes we can definitely overwhelm people with way too much content and we can also work ourselves out of a sale by giving them the blanket answers when really what they needed was a very specific answer to them. That might not be the same as that blanket answer.
Mhm. That's a great point. Thanks heather. Especially as a co working space, some people will see what we have to offer online, but then, you know, they need or they want more information about like, well I actually have a distributed team and so can we do this this and this conference and things like that.
So being able to like speak to them on the phone or you know that email exchange is really helpful definitely. Yeah you wanna, you know you want to get their interest piqued and make them curious so that they're ready to click that button to learn more. I do have a question about pain points um with the problem solving method, what do you how do you like, what do you recommend for people to identify those pain points?
Because we can we can guess and all of that but like surveys or actually interviewing someone who you want to be a customer or. Yeah, I mean I think the best way is if you can get very honest and open interviews with customers or potential customers that's like number one talking to people, especially if you feel like you can get them to share their real concerns and fears and how they're really feeling. That's number one. Um I would say next, if you can't get that would be to do surveys uh something that's a little bit more anonymous and might not get you the depth of information that you want, but people are more likely to participate because they can kind of have that anonymity.
Um If you can't get that then you can research I think going to look at google searches so you can go into the google trends are going to like the even the adwords tool where you can see what people are googling related to your business. Um so you could probably go in there and look for certain keyword terms about coworking and discover all the things that people are asking, google, How much does coworking cost is coworking? Worthwhile is coworking private enough.
Um you know, is it worth investing in whatever those questions are? That's a way to get to people's concerns without actually having to ask specific people. Um, and I would say the last worst way to do it is just to make an assumption because oftentimes our assumptions are wrong. And so you can, you maybe you start with those assumptions and that's how you can do some research using those google trends or other market research that might be available to you to confirm if your assumptions were correct, but you still want to keep trying to work towards getting those interviews with real people where you can understand deeply what those problems and pain points are.
I think the more you sell your service, the more you understand those things because it's going to come out in the sales cycle, they're gonna ask you the questions you're going to express their concerns. And so then over time you can definitely start to understand that a little bit more intuitively because those are the people you're working with every day and you get to know what their concerns are. Yeah, absolutely. Um sometimes marketing copyrights itself after a phone call or you know, a series of questions from someone. So yeah, definitely. Already. Does anyone else have any questions for heather before we wrap up.
Okay, I'm going to use a phrase that I sometimes hate. Um but I think like when people closed meetings, they say, all right, I'll give you back seven minutes of your time. But yeah, we've got a couple notes in the chat here. Um Thank you from Donna. Thank you from Carmen.
Um and heather Gregory asked how can people get in touch with you? Heather Steele. Yeah. So actually on that website link, if you go on that page, there's a little bubble down at the bottom, right? That says, click me. If you click there, you can send me a video and audio note or an email. Um you can also, I'm on linkedin a lot. So you can connect with me on linkedin.
It's just maybe just search for Heather Steele probably come up. Uh those are probably the two best ways to get in touch with me. Awesome. Thank you. I'm gonna drop that link in again in case anyone joint after you dropped it in everything. Yeah, already. And you can also download um, the workbook that Heather Steele was referencing during today's lunch and learn their, if you haven't already. And then I'll have a quick question if you have a, if you have your website and then you have a landing page to the landing page almost duplicate the website.
So the landing page should be as specific as possible to the action you want, the people you're driving there to take. So a landing page is typically used for, you know, for driving people there from a specific campaign for example, or if you're, you know, we could even call this a landing page, right? What I shared, where we're saying this is exactly what we want you to do on this page is get this workbook. That's the only thing we're really asking you to do. Um that would be a landing page.
So you want to make it as clear and simple as possible for people to see just the information that's relevant to them. So when you're using landing pages, you should have a very specific audience that you're driving there with a very specific pain and problem in mind. And then all of the content should reflect that. And as a landing page and the sales page, basically the same thing. Yeah, I would say they're interchangeable.
Um there's a lot of terminology and the website space that we can probably use much fewer words to say the same things. Um so a landing page, if you're thinking about the word landing right, it's something that we're using some outside force, whether it be social media or ads or email to drive people to land on that page, once they get there, we want them to take the specific action that we're driving your website in general.
It could contain landing pages, but your website is kind of all of the content that you can access. I hope that answers your question. Thank you already. And we have one last question in the chat. It looks like from Carmen. Are you available for one on one meetings? Like Discovery call type things together? Yes. So if you go in there and um click on that little guy down at the bottom, you can send a video through that or a text or you can click schedule consultation on the top of my website and then that will let you request some time as well. Awesome. Thank you so much. Okay. All right, y'all. Thank you. Bye. Thanks brother. Bye bye bye. All take care. Mhm.