Writing a viral article doesn’t bring in customers (generally), it brings in views and interest. Writing many articles (or various content), consistently, while displaying your expertise, giving sound advice, showing people how to be successful, and providing a great experience…that brings in views, interest, comfortability, and yes, customers.
What are the reasons why your content drives in business? Repetition and familiarity.
James C. Crimmins, author of 7 Secrets of Persuasion, states that “Repetition and familiarity breed acceptance.” He further explains that “Our automatic system [what Crimmins calls our nonconscious] pays the most attention to and assumes the superiority of the brand that comes most easily to mind.” In other words, the more exposure to your audience on a particular topic, the more likely they are to recall you when they are trying to match a problem with a solution. And since they will be able to recall your expertise, knowledge, and history of repetitively great and useful content, they will associate you to the solution.
“We can change behavior by changing circumstances instead of changing minds. If we make our preferred option more mentally available and make the other options less mentally available, our persuasion will be both more successful and easier to take.” – James C. Crimmins
How do you make your brand more “mentally available”? From a content perspective, you drive your audience to your website, introduce them to your free resource page full of articles, videos, infographics, etc. and build your library of resources to drive repeat visits. You have an easy sign up form where you can push your ‘tip of the week’ to stay in the forefront of your audience’s mind. You engage your audience and build relationships with them – you build familiarity. You foster two-way communication, not just dumping content.
Visitors accessing your site are looking for easy to understand information, easy to implement solutions, and helpful techniques they can apply to their business. When your audience seeks out information, they want to feel in control. They want to feel they can implement the new technique they’ve learned effectively and easily. They want to see results and be proud of themselves for doing so. And when all that happens, even at a small scale, they’ll return to that website for more.
In essence, you have to become an addiction to your audience through repetition and familiarity.
So, think to yourself…what can I give my target audience that will get them addicted to my content?
- Is it posting a weekly answer to frequent questions you receive? If you are getting a lot of the same questions, you can bet many more would love to hear the answer.
- Is it a weekly video showing how to make that amazing apple sauce, or a DIY way to build a teleprompter, or easy to follow steps to build a WordPress site?
- Is it funny videos that both educates and entertains?
Find what will get your audience addicted to your content, and continually feed the desire of your audience through repetition and familiarity (frequent content and content that is relevant to your expertise and your visitor’s needs).
“An idea in our mind activates other associated ideas and each of these ideas activates still more ideas. Associations occur even if we don’t want them to. We can’t stop association. Words call to mind other words, which call to mind memories and emotions and even cause bodily reactions like a smile or a grimace…Most of the ideas activated in our mind never make it to consciousness…and associations don’t require factual accuracy, just repeated pairings and apparent affiliation. The nonconscious mental system, doesn’t analyze data. It experiences connections.” – James C. Crimmins
How did Donald Trump become our President? Was it because he had sound plans about our country’s future? No. Was it because he wasn’t controversial, never said offensive things, and didn’t marginalize vast groups of people? No. Maybe it was because he was more well-liked than his opponent? Nope! (not according to the popular vote). So, how did he do it? By association!
Two things he did over and over and over again. He associated himself as the “non-politician”, and he gave some of his opponents, including his Presidential opponent, Hillary Clinton, simple, negative, and easy to remember nicknames. From “Lyin’ Ted” to “Crooked Hillary”, these simple associations, especially when said over and over again, were a constant reminder of how he wanted to portray his opponent, and how he wanted Americans to remember them. Trump used repetition (proclaiming himself as the non-politician and he kept using the nicknames over and over again) and used familiarity (used simple and easy to remember language).
Every time Trump used these adverse nicknames, he added a fresh coat of paint to the association. And since they were negative, the association tying a negative verb to a person’s name gave the American public an easy to reminder association. And worse, especially for Hillary, and to the benefit of Trump, when the FBI continued their dive into Hillary’s email scandal, even announcing more potential evidence a week before the election (which turned out to be nothing), that unbiased constant third-party input gave more credence to the nickname “Crooked Hillary.” In my opinion, when the FBI director made that unprecedented and unfounded claim of more emails were going to be reviewed within a week of the election, that sealed the deal for a very real chance of a Trump win. The rest is history.
Association is a natural consequence of repetition and familiarity. And since people subconsciously will conjure a solution that is easiest to recall, you need to be in the forefront of their minds. You do that by consistently posting content for your audience to consume.