It’s really easy to get overwhelmed by the million tactical possibilities for our projects. But at the heart of any business or other persuasive project is one question:
What transformation do I offer?
It’s fundamental (you could even call it basic). But as my friend Jeff said in a video the other day, it’s also our real work.
And like a lot of simple questions, it isn’t always so easy to answer.
To move toward that answer for your own projects, look at these three questions:
#1: What problem are they ready to get rid of?
This is usually where the conversation starts. What problem is your person sick and tired of?
The copywriter’s cliché is “What keeps them up at night?” Like a lot of clichés, it’s pretty powerful when you really look at it.
Don’t shy away from this because it feels “negative.” (That’s just toxic positivity talking, tbh.) If people have problems, get into their problems! And we all have problems we want to solve.
I wrote about this waaay back in the day, and the question is still a good one.
#2: What do they want to feel like they’re really good at?
Just because we start with problems doesn’t mean we need to stay there.
Transformation begins when we can get people to take a different set of actions than they took before.
What path can they start to walk differently? What are the steps that take them out of the land of problems and into the land of solutions?
This question is the backbone of most excellent content. You can create all kinds of pieces that will give people useful, pragmatic steps they can take to start moving in the direction they want.
Use this question to inform work like numbered list posts that are worth writing (and reading).
But to keep this kind of content focused (and make good use of your own time and energy), you want to find the answer to the next question:
#3: What’s the identity shift they’re looking for?
I remember telling my insanely badass kettlebell trainer that I didn’t consider myself an athletic person, and she looked like me like I had three heads.
“Well, I totally see you as an athlete.”
I’m pretty sure I’ll remember that on my death bed.
You don’t necessarily want to jump right to this early in your conversation with your audience.
A new identity is a path that needs to be paved with learning, compassionate coaching, and action.
But when you know the new identity your people are looking for, your messages and products will start to line up.
- Financial planners coach the transformation of feeling like someone who’s smart with money.
- Fashion brands coach the transformation of feeling like someone who’s confident in their looks.
- Voter registration campaigns coach the transformation of feeling like an engaged citizen who makes a difference.
- B2B companies coach the transformation of feeling like someone who’s great at their job.
How will your person think of themself when the transformation is complete? What’s the new identity they’ll be able to step into?
In other words:
What’s the best version of themselves they’re looking for when they come to you?
You might not be able to answer this question for your project today, or even this month. The more you learn about the people in your audience, the clearer this picture tends to get — but only if you keep asking the right questions.
Action steps:
- Make time this weekend to write some notes about these three questions for your own audience, or the audience you wish you had.
- Schedule time to keep revisiting these questions. It’s common to noodle on it for awhile, and suddenly feel a click as the answers fall into place.
- Look at the content you’ve already created. How do these three questions apply? Could you tweak anything to focus more tightly on the right transformation for your audience?
