Are readers enjoying your blog posts but “passing” on your services?
Here’s what happening.
Your readers visit your blog with a problem or question. They read your posts and like your style. They love your way with words. They appreciate your creativity and passion. However, they aren’t convinced that you can solve their problem. They need proof that you can diagnose their situation and offer a custom solution.
They are looking for your framework. You might have heard me mention frameworks before. However over the last year, I’ve discovered that frameworks are the key to unlocking a blog’s marketing power.
Powerful frameworks have three characteristics:
1. They organize the reader’s thinking. Your reader probably doesn’t have a solid grasp on their problem. They know that they want a solution but haven’t thought through the specifics. Your framework should dissect their problem into easy to digest chunks.
For example, I use a 10-point blog review framework to dissect your blog into concrete parts. This helps the blogger immediately see what they need to tackle first.
2. Establish the criteria for a solution: Once your readers understands their problem they can make a smarter decisions about a solution.
Last month, I had a slow leak in my car tire. I wanted to replace the tire but didn’t want to get pressured into replacing all four tires. I took it to my local shop and the guy took me out to my tire and explained what I needed. He did an amazing job of establishing the criteria for my solution. I ended buying 2 tires because I was confident that I knew what I was buying and why.
3. Creates an “Aha” Moment: Your framework should guide your readers to new insights – an “aha” moment. Think about a time when a coach, consultant, or friend helped discover a new way of viewing a situation. You immediately felt smarter and more confident. Your frameworks should mimic this process.
Notice that frameworks are more robust than opinions. Readers respect your opinion but they won’t pay for them. They are happy to invest in your framework. Let’s take the next step.
How to Create Frameworks that Compel Action
The actual process of constructing profitable and compelling frameworks can be easy or hard depending on the business. It’s the first thing that I tackle with my Catalyst clients. However, here a few tips to get started:
1. Outline The Steps: Write down each step you take from problem to solution. Think of this as a recipe. A stranger should be able to follow the steps and get an excellent result.
After you complete the steps, go back through the list and consolidate the steps into easy to understand groups.
2. Tell Them Why: Write the rationale, the “why”, for each step. Focus on the benefits of taking each step. For example, the first step in my Blog Sales Cycle framework is “Uncovering Customer Needs”, the rationale is that you’ll sell more if you understand your customer’s core problem.
3. Create a Unique Advantage: Make sure your reader understands why your framework is unique. Show them how your framework is informed by your background and experiences.
At this point you should have the start of a comprehensive framework. Take the time to refine it so that it’s easy to understand. From here, look for opportunities to highlight the framework in future posts.
You’ll find that once you’ve explained your framework, it will be easier to convince readers that you’re offering a unique value worth their investment.
Make sense? Tell me how you’ll tackle your framework creation below.