The vast majority of your potential buyers aren't even aware they need what you sell

In other words, most buyers are "out-of-market" when it comes to buying your products or services. They're not looking for them now; they may never look for them.

But if you want their attention, you have to get it before they start looking.



This isn't just about making yourself known on social media. It means creating content that speaks directly to prospective customers' emotions.

We don't mean writing emotional copy. Instead, this means crafting messages that resonate with prospects' feelings and motivations.

With either or both of the following approaches, anyone can deliver emotionally compelling messaging:

• Use stories. Stories help us connect with others because we understand how our own lives relate to theirs. We empathize with characters who share similar experiences. In fact, research shows that readers remember 80% of information presented through story format versus only 20% of facts delivered via bullet points alone. So why not use storytelling to deliver your message?

• Create videos. Videos help you build trust and credibility with your target audience, and are an effective way to communicate complex ideas quickly and effectively.