40,427 visitors and $8,085 from a piece of content is possible when you apply the F.A.S.T. Content Marketing System...

40,427 visitors and $8,085 from a piece of content is possible when you apply the F.A.S.T. Content Marketing System...

Remember in the email yesterday, you learned the "F" in F.A.S.T....FOCUS.

Now you have a big goal and a content goal written down.

That's going to help you stay motivated until you cross the finish line.

Today, let's go over the "A" in F.A.S.T.

ATTRACT your best audience.

In order to attract your best audience, you need to really understand who they are and how you can help them.

Like the tagline of This Is Marketing"You Can't Be Seen Until You Learn To See".

Most marketers spend very little time on this step and it kills their chances for success down the road.

After this step, you'll know your audience so well that your content will amaze them.

After you amaze them, they'll help you reach your goals.

Let's dive in...

In this step, you'll ask 8 questions:

1. How can I help?
2. Who can I serve?
3. What's the need?
4. How do they feel?
5. What do they want?
6. Where do they look?
7. What do they find?
8. What would be best?

Each question builds on the previous one.

Let's use a simple example, so you know exactly how this works...

Question 1: How can I help?

Great content marketing is about serving others.

You serve by delivering value.

Write down your Unique Value Proposition (UVP).

Doug Hall's ORD model will help you make your UVP very specific.

O = Overt Benefit
R = Real Reason to Believe
D = Dramatic Difference

Here's an example of how you can build your UVP:

Overt Benefit: "I will show you how to cut your cart abandonment rate by 75% using email."

Real Reason to Believe: "We've helped over 35 ecommerce stores double their orders, just by sending personalized and perfectly timed cart abandonment emails."

Dramatic Difference: "Without spending any additional money on advertising, these ecommerce stores saw a ROI increase of 200% on average."

Put that all together to get your Unique Value Proposition:

"You can reduce your cart abandonment rate by 75% with personalized emails. When you send these 3 emails at the right time, you can double your orders, just like 35 other ecommerce stores have done. You can usually expect a 200% ROI increase, without spending any more money on advertising."

Now you're ready for the next question...

Question 2: Who can I serve?

You're helping others solve their problems, and in return, they're helping you reach your goal.

You're developing a relationship, so you need to decide who you really want to work with.

Think about who you've helped and enjoyed working with in the past.

Then, write down your Ideal Customer Profile...

"My ideal customer is someone who runs an ecommerce store using WooCommerce or Shopify. They speak English, are technically savvy, work hard, and are willing to spend at least $1,000 to make their store grow."

Now that you've created your Ideal Customer Profile, you're ready to focus on their problems...

Question 3: What's the need?

Write down the specific problem that you want to help them solve.

"My Ideal Customer has a high cart abandonment rate, and they can't figure out why."

Now you're ready to dive deep into the feelings and beliefs of your Ideal Customer...

Question 4: How do they feel?

Write a message from your Ideal Customer's point of view.

Switch places.

Make it as real and raw as you possibly can...

Hi Jack,

My name is Evan Smith and I run a small ecommerce store that sells custom knives. I live in Denver. Our store did pretty well last year. This year though, our expenses have gone up a good bit because we had to buy some better equipment. Now we're barely holding it together.

Here's the weird part. We have plenty of traffic and people are adding the knives to their cart, and they are even filling out the customization form. What's crazy though, is that they are leaving the cart and never buying the knives. We use WooCommerce for our site.

It's driving me crazy. I thought maybe we had some code error, but can't find anything. I looked yesterday and if we just had those orders go through from this week, we would have had one of our best weeks. I tried to use Mouseflow and even had a friend who has his own store to take a look, but nobody has been able to fix it.

Any ideas what I can do?

My wife is pretty upset. I'm working 80 hours a week and we're still just scraping by, but no matter what I do, it doesn't seem to make a difference at all.

Any ideas how I can fix this?

Thanks!!
Evan

See how that works?

Put yourself in "their shoes".

Feel what they feel.

Empathize.

Include their emotions, pain, beliefs, etc...

The more empathy you bring to this exercise, the more your content is going to amaze them.

This is going to help you get traffic much faster (for many different reasons, which you'll discover).

Now that you know how they feel, you're ready to ask...

Question 5: What do they want?

Read that message again, and imagine what they really want.

Here's an example...

"I want more people to checkout instead of leaving their cart. That way, I can make knives and provide for my family."

Now you just need to figure out how to share what you know...

Question 6: Where do they look?

Read over that message one more time, and imagine that just after they wrote you, they decided to search for a solution.

What keywords did they use?

Here are some ideas:
"woocommerce cart abandonment problem"
"woocommerce cart error"
"how to get people to checkout"
"why do people leave their cart"
"fix abandoned carts"
"cart abandonment solution"

At this point, just use your imagination to make up keywords that "Evan" would use.

We'll use these to find real ones that are almost identical.

To do that, search with one of these keywords at Google.com

Look for nearly identical keywords in these 4 places:
1. Search suggestions
2. Search Result Titles
3. People Also Ask
4. Related Keywords

These 4 areas will provide you with a list of real keywords that are nearly identical to the imaginary keywords you created for your Ideal Customer.

Here are some real keywords for this example:
"why do I have so many abandoned carts"
"how to reduce cart abandonment"
"woocommerce cart abandonment"
"abandoned cart woocommerce"

Those are keywords that people just like "Evan" are actually using.

Now, a quick word about search volume.

I've mentioned this before, but as long as your keyword is a Google search suggestion, you can be sure that it has search volume.

In order for a keyword to become a search suggestion, it must be searched many times by different people.

And it must continue to be searched every month, or it will drop out of the suggestion list.

For example, you will often see keywords related to breaking news show up as search suggestions because so many people are searching for the story. But within a few weeks, they no longer show up, because there aren't enough people searching with those keywords anymore.

Keep in mind, when you follow this system, your content is going to rank for dozens of keywords (and sometimes even hundreds or thousands of keywords).

Also, the GAKP search volume isn't very accurate anymore. You can use it to compare average volume between keywords, but it's no longer accurate for the search volume of specific keywords.

For example, in the Google Search Console there's a keyword where we've had over 3,507 impressions. The GAKP says this keyword gets 0 searches per month. That keyword is bringing plenty of targeted visitors and has been worth thousands of dollars in sales, but you'd never target that keyword if you based your decision on the GAKP search volume.

 

So, don't fall for the "search volume" trap.

You're trying to help your Ideal Customer.

You're not just trying to get thousands of random visitors.

And you can't deposit "search volume" in your bank account.

Any keyword that shows up as a search suggestion represents consistent traffic.

Ok, enough about that.

Now that you have your list of target keywords you can discover...

Question 7: What do they find?

To answer this question, choose a primary keyword from your list of real keywords you just found.

You can rank for all of your keywords, but you need to pick one primary keyword to serve as your content guide.

For our example, let's pick...
"how to reduce cart abandonment"

Go to Google and put in your primary keyword.

Start by looking for content clues on the search result page.

What type of content does Google favor for this keyword?

Here are some common types:
1. Blog Posts
2. Videos
3. Images
4. Dictionaries
5. Products
6. Local Businesses
7. Curated Lists

For example, look at the difference between these 3 results:

Keyword: "how to reduce cart abandonment"

Keyword: "elegant wedding dresses"

Keyword: "making a fishing lure"

Google knows how people interact with the content.

And they favor the content type that usually performs best.

Make a note the content type Google favors.

Next, open the top 5-10 results.

(Tip: Hold down Ctrl to open them in a new tab.)

Make a list of what "Evan" finds...

For example:
#1 - Charts showing historical abandonment rates
#1 - Picture of an empty grocery cart
#1 - List of 17 things to check for on your site
#2 - Infographic with shopping cart stats
#2 - Quotes about shopping cart ideas
#3 - Links to industry whitepapers
etc...

With this list, you're ready for the final question...

Question 8: What would be best?

Look over the list of what "Evan" finds at the moment...

What would be more useful?

How could I create a better experience?

In this example, you'll notice something.

The answer to "What does 'Evan' want?" was:
"I want more people to checkout instead of leaving their cart. That way, I can make knives and provide for my family."

He doesn't want long articles of generic tips and historical stats.

And there was only one case study and it wasn't about our solution, which works much better and faster.

That makes you think of a great idea.

This would amaze "Evan":

Section 1: A page that showed proof of a WooCommerce store that slashed their cart abandonment rate by 75% with a real screenshot showing what happened as soon as the cart abandonment emails were setup (including Before and After order numbers).

Section 2: An actual example of the cart abandonment emails, why they work (with testimonials from past customers and their exact ROI numbers), and a link to download all the emails.

Section 3: A video showing how to install the WooCommerce plugin, how to import the emails, and what settings to use.

Section 4: The simple steps to make sure emails are being sent.

Section 5: A form to request help and get specific suggestions for how to reduce cart abandonment rate even more.

See how that works?

"Evan" wants customers to checkout, so he can make knives and provide for his family.

The best way to serve him is to create content that solves his problems faster.

And, you'll also be helping hundreds of others, just like "Evan".

These are your (happy) Ideal Customers.

You got to this point by answering 8 simple questions...

And now you know exactly what your content should include.

Your next steps...

1. Make a checklist of actions to create your content.

2. Decide what's going to PROMPT you to work on this checklist.

3. When prompted, read your big goal and content goal statements, then work down the list.

Before you know it, you'll have new content you're proud of.

Because your content is really better than what was available.

It deserves to be #1, because it helps more people solve their problems, faster.

And it will ATTRACT the best audience.

And that's critical...

Because the "S" in F.A.S.T. is when you SIGNAL for service.

And that's when things get really interesting...

Until then,
Paul Victor