So now you focus the purpose of your content and media.

In previous articles I illustrated how The Change Formula (C if DxVxF>R) can be used to analyse and segment your potential clients. This resulted in some key questions that, if addressed, will help convert potential clients into real clients.

In summary they were:

I have added a tag to each row to further help the reader. The first row is labelled "Awaken" and relates to situations where the potential client doesn't know what they need to know if they are to initiate a change to their current condition. These are opportunities to create awareness in an audience.

The second row is a set of questions where the potential client has some understanding, but not enough to commit to change. In this instance the opportunity is to improve (or amplify) the readers' understanding.

The last row is a set of opportunities to help the reader understand how you and your product or service can help the effect the change they desire.

So what?

Well, when you are designing/creating content, emails, collateral, etc. Check this matrix and mentally tick which box or boxes you are looking to address.......and then make sure that it does. Of course, you don't need to cover everything at once or indeed at all; just be conscious of what you are covering and what you are not. You may of course build a series of posts and this helps ensure that the whole makes sense.

In the spirit of the post, this series or articles is looking to primarily address the "awaken" line.

I am looking for a readership who are the owners/founders of early stage businesses who are working to source potential clients. I am hoping to give them a vision of a different approach and explain the principles and first steps.

......and resistance

I know that the table about does not address resistance - that will be the subject of my next post.