Demonstrate Mastery
Once you’ve decided on your niche, you should then demonstrate mastery. This helps establish trust, which leads to engagement. You will likely receive more links and have more people contact you than if you provide mediocre content.
It’s almost impossible to provide too much detailed information. In our wallpaper hanging company example, they might create a half hour video on wallpaper hanging, backed by ten articles outlining each step in detail. They show the tricks of the trade, the problem areas, and how to achieve the best finish.
Now, some people will consume this information and undertake the wallpapering job themselves. However, most people will see it as a demonstration of mastery, which builds trust, meaning they are more likely to call this company. The company has demonstrated they can do the thing they are selling – wallpaper hanging. This wouldn’t be nearly as effective if they just wrote a few hundred words of copy saying how great they are at wallpaper hanging.
The same goes for cooking shows. Most people who watch cooking shows don’t cook the recipes being demonstrated. Why not? Because people have other constraints. They may lack the time. They may have other things they need to do that have a higher priority. In the end, they watch the show, then go to a restaurant i.e they let the professionals do it.
Yes, you’ll always have those who do-it-themselves, but they were never really your customer anyway. If you didn’t offer this content, they’d just find it from somewhere else. However, our wallpaper company can still sell these people wallpaper hanging tools! After all, they’ve just shown them a video demonstrating how to use them.
It’s almost impossible to provide too much detailed information. In our wallpaper hanging company example, they might create a half hour video on wallpaper hanging, backed by ten articles outlining each step in detail. They show the tricks of the trade, the problem areas, and how to achieve the best finish.
Now, some people will consume this information and undertake the wallpapering job themselves. However, most people will see it as a demonstration of mastery, which builds trust, meaning they are more likely to call this company. The company has demonstrated they can do the thing they are selling – wallpaper hanging. This wouldn’t be nearly as effective if they just wrote a few hundred words of copy saying how great they are at wallpaper hanging.
The same goes for cooking shows. Most people who watch cooking shows don’t cook the recipes being demonstrated. Why not? Because people have other constraints. They may lack the time. They may have other things they need to do that have a higher priority. In the end, they watch the show, then go to a restaurant i.e they let the professionals do it.
Yes, you’ll always have those who do-it-themselves, but they were never really your customer anyway. If you didn’t offer this content, they’d just find it from somewhere else. However, our wallpaper company can still sell these people wallpaper hanging tools! After all, they’ve just shown them a video demonstrating how to use them.
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