Are You Giving Customers Info in the Wrong Sequence?

When I was three years old, I made brownies by myself.

Don't be impressed.

I forgot one key element of the recipe....a bowl.

Indeed, I made a batch of brownies on green, shag carpeting (hey don't judge, it was 1972). Once finished mixing, only then did I seek a vessel.?

I learned a lesson about sequencing. And It still applies.

In those days, information was still so scarce the most popular recipes in the world were printed on the packaging of pantry items.

Information is now omni-present, and all the answers you need are available in an instant. So much so, we often prefer to fully or mostly self-educate with information before making a purchase. My book,?Youtility, is focused on this reality.?

In 2020?the average B2B technology buyer consumed THIRTEEN pieces of content?before buying. And what is content? It's just a recipe for how your solution will improve the life of your potential customer.

But that recipe, and the knowledge it conveys to the possible buyer, has to be unfurled in the correct sequence.

Three weeks ago, I went to Maui. (First time in Hawaii. I'm now at 49 states. Sorry, Idaho).?

My wife has significant food allergies, so I do a lot of restaurant research before travel. I asked my friends for recommendations. Several suggested Monkeypod.?

I gazed upon Monkeypod's Instagram to find food photos, and to check vibes. Their Instagram bio reads:

"Celebrate the craft of food, drink, and merrimaking!"

Not totally sure what that means, and I think it's spelled merrymaking, but seems like a fun place.

I must engage in some menu spelunking, to check for options for my wife. I visit their website, and home page reads:

"We recognize and support other craftsmen. By building partnerships with farmers, brewers, and artisans who share our passions, we can deliver the highest quality that Hawaii has to offer."

Again, I'm not clear on the exact point, but okay. Menu options looked good, as well.?

So off we went to Monkeypod.?

Once seated, our server asked if it was our first time at the restaurant. Learning that is was, she said "All of our food is farm-to-table. We use only local Hawaiian ingredients, and everything is made fresh every day."

This is terrific, relevant, useful information.?

Alas, it was in the wrong sequence.

I love farm-to-table, and local, and fresh. But the time to let me know that information is when I'm CONSIDERING the restaurant, not when I've COMMITTED to it.?

The words she said were perfect. But they should have been front-and-center on the website, the social media, and the search results pages. Once I'm already seated in the restaurant, it's too late for that part of the Monkeypod content recipe to have an impact. I'm not going to get up and leave the place if it's not farm-to-table. I'm not from Portland (Maine or Oregon)

After the fresh and local spiel, she asked "Would you like to try a Mai Tai? They've been voted best in all of Hawaii, several years in a row.?

Bingo. We had just sat down. Our next decision is a beverage. She provided the ideal information, at the perfect time. At that moment, she could have sold me a flagon of dolphin's blood if she pitched it without irony.?

Your business has a story. Features. Benefits. Awards. Testimonials. Those are the ingredients and procedures for your information recipe.

To maximize the impact, give your prospective customers what they need to know in the optimal order. It's bowl FIRST, not bowl LAST.

And, if you're not sure what your sequence should be, ask your customers.?

With just Idaho left for me, I'm curious:?what's your favorite state to visit? If you're not in the USA, let me know your favorite place to visit?