It’s tempting to jump straight into solutions. After all, you know what works, and you want to share it. But here’s the thing: your audience needs to understand why their current approach isn’t delivering. Without that insight, your advice might feel like just another opinion.
Think about it: when someone explains why you’re stuck, it clicks. You realise they understand your situation better than anyone else. That’s trust-building gold. Start by asking yourself:
Why isn’t my audience’s current approach effective?
What emotions or struggles might they associate with their challenges?
How can I explain this in a way that feels supportive, not critical?
Want more inspiration? Why Starting is Better Than Perfection offers a great perspective on helping your audience overcome their sticking points.
Why Stories Matter
Case studies, testimonials, and white papers are fantastic tools, but they don’t always dig deep into the why. As the expert, you have unique insights into your audience’s struggles. Sharing these insights – and weaving in personal stories – can create a powerful emotional connection.
For instance, I often talk about how businesses struggle with video content because they’re afraid to show their personality. It’s a vulnerability issue, and it’s holding them back from building trust with their audience. By flipping that narrative – encouraging them to embrace personality and share personal stories – they transform their content and relationships with clients.
Want to learn how to make your content more engaging? Check out Transforming Good Content into Great Content for tips on adding personality and authenticity to your posts.
In the latest episode of MarketPulse Pros and Pioneers, we talk with Sam Wilcox, Creative Director at Purpose Comms, about how purpose-driven marketing is transforming the way brands build trust and engage their audiences. Sam shares fascinating insights into how brands can align their messaging with their values, while avoiding the trap of hollow claims or greenwashing.
Expect to learn about the power of authenticity, why storytelling should be a core part of your marketing strategy, and how purpose-led content can foster long-term brand loyalty. This episode is packed with actionable takeaways for anyone looking to level up their content strategy!
If you want to hear the challenges and wins other business owners face in marketing their business, or the expert advice of industry leaders and marketing experts, then you should probably catch MarketPulse: Pros & Pioneers Podcast!
You can find us on all good podcast directories, and on YouTube
Learn From the Experts
Sometimes, the best insights come from others. A recent newsletter from my colleague Heidi Medina was a game-changer for me. She talked about having real, meaningful conversations on LinkedIn without resorting to spammy, copy-and-paste tactics. It was a reminder of how important it is to be human in your messaging – and how easy it is to fall into automated habits.
Are you engaging authentically with your audience? If you’re struggling with this, start small. Personalise your interactions and focus on why your audience might need help, rather than just pitching solutions. Effective Content Strategies for Busy Business Owners can help you find a balance between strategy and authenticity.
Applying Why to Your Own Content
Here’s a quick framework to start using the power of why in your content:
Identify a Common Struggle: What’s one challenge your audience faces regularly?
Explain Why It’s Happening: Break down the reasons behind their struggles. Be detailed and empathetic.
Show Them the Path Forward: Offer hope and actionable steps without jumping straight into a pitch.
For example, if your audience struggles with LinkedIn engagement, you might explain why generic posts fail and how authenticity makes a difference. Then, guide them toward a specific action, like sharing a personal story in their next post.
Want to go deeper? Unlocking the Power of ChatGPT for Content Creation explores tools and techniques to streamline this process.
Your Homework for This Week
Take 15 minutes to reflect on your audience’s challenges. Write down:
The top three reasons their current approach isn’t working.
How those reasons affect them emotionally or practically.
One piece of advice you’d give to help them make progress.
Turn this into a post, video, or email. The more you practice explaining why, the more naturally it’ll come – and the more your audience will connect with you.
The Bottom Line
Explaining the why behind your audience’s struggles isn’t just helpful – it’s transformative. It shows that you understand them on a deeper level and positions you as the expert they can trust. And when you pair that understanding with actionable advice, you create content that doesn’t just inform – it converts.
Want more tips on improving your content strategy? See The Power of Category-Based Posting for Social Media for ideas on structuring your posts around audience needs.
