Understand Your Buyer > How To Keep Your Clients Happy > The “How To” Effect
What is it?
The “How To” Effect is all about helping your clients to achieve their objectives, by making step by step instructions for them to follow.
Why does it work?
It works because of the path of least resistance. The easier you can make something for someone, the more likely they are to do it. If you can spell out in steps what they need to do to achieve XYZ then it maximises their chance of succeeding and thus maximises the chance of your offering delivering the value it offers.
How can you use it?
There are two ways to approach this which are detailed below and from there you need to decide if videos, text or images are most appropriate to ensure the instructions are as simple as possible to follow.
1 – Create “how to” guides for your own offering.
Detail the step by step processes for how to use your product or service and how to get the best from your offering.
2 – Create “how to” guides for the broader things your clients need.
If your offering is part of a greater challenge (learning how to sell being part of running a business, then consider publishing “how to” content that doesn’t just focus on your offering, but helps with the broader challenges that your clients may face.
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