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One of my business had a huge decline in sales from 2018 due to competition (on Amazon) so I’ve had pivoted to my own website.<br />
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I listened to Gary’s V podcast and he said to give content for audience to consume. Not the other way around. Give the content and naturally, you will get sales.<br />
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I’ve been doing it all wrong. All of my content is about why you should buy, why the product does this/that. My E-mail targeting is all about what I’m offering them (via discount code). How do I write content for the audience can consume?<br />
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I’m looking for some ideas. My business sells Himalayan Salt Lamps. All of my content is about why salt lamps is beneficial, what is salt lamps...etc.
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Questions that may help you to upgrade your results from this...<br />
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<li data-xf-list-type="ul">Is every piece of content you produce out-classing the top 3 results on Google for the same keyword or question? If not, how can you upgrade it? </li>
<li data-xf-list-type="ul">Do you have a proofreader or an editor go through your posts to make sure that they are grammatically correct and easy to read? (I ask because you said, "why salt lamps is beneficial, what is salt lamps" which is improper English right in your titles.) </li>
<li data-xf-list-type="ul">If someone reads one post from your site, will they think it's worth their time to read ANOTHER post from you? Based on the content of one email someone sees from you, are they going to be likely to open the next email? Or are they going to be bored? </li>
</ul>Here are 4 ways to out-class everyone else on your topic and command attention:<br />
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<li data-xf-list-type="ol"><b>Be provocative and polarizing</b>. What if you wrote some really authoritative articles on "Why Veritasium is Dead Wrong about Salt Lamps" (see "<a href="https://www.youtube.com/watch?v=ZQ--scjcAZ4" target="_blank" class="link link--external" rel="noopener">Are Negative Ions Good For You</a>") or "The Truth About Salt Lamps: Why Scientists Say They Don't Work" or "Are Salt Lamps a Scam? What the Government Doesn't Want You To Know About Negative Ions" etc etc etc. (Unless, of course, salt lamps really ARE a scam, in which case you have a different business problem on your hands.) </li>
<li data-xf-list-type="ol"><b>Be entertaining and dramatic</b>. Use showmanship. Try slapstick. Try being ridiculous. What if you recorded some slow-motion videos of things like running over salt lamps with a truck, hitting salt lamps with a sledge hammer, or setting a salt lamp on fire? What if you used deadpan humor woven into a documentary-style interview with fake "scientists" where you act like you're taking yourself all seriously while making over-the-top ridiculous videos? What if you filmed a choreographed dance around the salt lamps? </li>
<li data-xf-list-type="ol"><b>Tell the best stories</b>. Whether you tell the stories of the journey the salt lamps take from the moment they are mined from the Himalayas to the moment they are purchased from your shop, or you share your customers' stories of how the salt lamp improved their lives, some amazing storytelling will go a long way for you. </li>
<li data-xf-list-type="ol"><b>Be the ultimate source </b>of the best, most up-to-date knowledge on the planet for your topic. There is a reason why the top result on google is often a variation on "The Ultimate Guide to XYZ" and is a 2,000-word post with amazing graphic design and "insider" expertise that you can't find anywhere else on the internet. Be the most useful post on your topic (as voted by multiple backlinks to your page) and Google will reward you accordingly. </li>
</ol>Side Note: Regarding GaryV's advice, be aware that this tactic worked fairly well, say, back in 2008, but the internet has been flooded with people doing this tactic ever since, and the results you can expect today are NOT the same as the results you could expect 10-12 years ago. <br />
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You're going to have to up your game significantly if you're relying on this tactic as a major part of your strategy. I say this as someone who has seen the inside of this industry. I worked for a large marketing agency that was serving around 5,000 small businesses with content written by excellent writers (including answering every conceivable question that AnswerThePublic.com could feed us). We could see and measure the business results that came from our efforts (traffic, conversions, phone calls, sales, etc). <b>It was not pretty</b>. It was usually a waste of the business owner's money. But it was easy to sell because people believe in it. So if you're going to do it, you're going to have to do it in a BIG way (like through using the four points I offered above at a world-class level). <br />
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Good luck!</div>
