A buddy runs
a popular How To site.
She told me
that, according to her recent survey,
over 90% of her followers
didn’t complete
the simple How To task
in her most popular video.
They seem to like
knowing all about the process.
They don’t seem
to ever plan
to implement that process
themselves.
What does this mean?
It means
we don’t have to worry
about showing customers or prospects
how we do general things.
(Of course,
we shouldn’t share
exclusive-to-us
secrets
that give us
a competitive advantage.)
I, for example,
can talk about
how I create a story
and I don’t have to be concerned
that my readers will write their own books
and stop reading mine.
Most of them
won’t put the knowledge
I’m giving them
into practice.
Embrace
How To tips
as marketing content.