Transcript
A (0:00)
You want to create that content focused on solving a specific problem. There was a time, Mike, and maybe you were, I don't know, when you kind of got into social media yourself. But you know, there was a time when like general information did really well, or like a 300 page ebook that was like the complete guide to, you know, family law in North Carolina. People would be like, whoa, 300 pages and it's free. Like, let me download it. But like now in like 20, 25, there is so much information out there that people are looking for like micro content. Right. Give me 30 seconds on this very specific topic.
B (0:39)
I was gonna ask you a little bit later, but about our listeners that are worried about saturation, but that you kind of just answered it there, that people are, they're looking for very specific answers.
A (0:50)
So specific answers, specific tools, you know, ebooks not performing as well as checklists, for example. Right. Like make it simple for people. And so the way I would break it down is, you know, if you're, let's say you're an estate planning firm and let's say one of your client avatars is high net worth business owners.
B (1:14)
Yeah.
A (1:15)
Sit down, spend an hour or two with your marketing team and really break down what are the problems, questions, concerns that this client avatar has, like, what's keeping them at night? And you probably know this, you probably know this because these are the questions that they're always asking you at consultations. Right. What are the first couple of questions that your clients are asking you? Those are the things that are keeping them up at night. And so make a list, make a list. And maybe you're gonna come up with three topics, maybe five, maybe 10. But bottom line, specific bullet list of what are those questions? You know, in the estate planning world, you know, I think a lot of, I'm obviously not an attorney, but we work with plenty of estate planning attorneys. And yes, the laws are different state to state, but like, generally speaking, like a will is not enough to keep your estate from going through probate. And so, you know, and people hear that, right? And so they're like, okay, I know I have a will, but like, is it enough? And like, how do I avoid probate? And like, so, like, avoiding probate, for example, is a great topic for an estate planning firm. Like, how can I avoid probate? I own a business. If something happens to me, I want, you know, my family to have access to, you know, those assets. Now I don't want it to be 12 to 18 months of probate and expensive legal fees that they have to pay before they get a penny. Right? You don't want that to happen. Nobody wants that to happen. And so that's a great the Law