If you’re in a hurry, just read the second line.
Visitors to your website and social media accounts are motivated by one overriding question: WIIFM?
What’s in it for me?
If you’re not offering your visitors anything cool, different or valuable, they have no reason to spend their precious time at your website, rather that guy one result below you in the search.
What's your hook?
What DO you offer? Products? Software? Services? Skills? That’s cool and all, but it’s not enough. Every software provider offers a trial, every seller offers that thing that they’re selling. Every artist wants you to see their stuff. You need your product, and then you need the hook.
So what’s your hook? It doesn't have to be tangible, although in some circumstances a nice freebie works well. It has to be something the other guy doesn't do, or doesn't do as well as you do.
Read between the lines
These examples are vague. I know that. What I’m trying to show is that every business owner is selling something, and every customer wants to know why he or she should choose YOU over all those other people selling the exact same thing.
On the internet, you have certain tools that help you do that, and it’s essential that you’re making the most of them. No matter what you’re selling, you can leverage dozens of methods, strategies, tools and and make them work for you.
Then think outside the box
If you're struggling to figure out how best to use these tools to find and enchant your people, hire someone who can. Don’t let tradition or stereotypes impact how you think your business can get the right message to the right people. Have you seen The Weather Channel on Pinterest? Turbotax on Instagram? Tiny brands with huge follower numbers on Twitter?
The opportunities are many and varied. The only question is: do you have the gumption to seize them?
Header image thanks to Wanna Be Creative.