PERSONAE FOCI
When you create you content, what do you think you do?
Who do you have in mind?
How generous are you?
Givers never lack. Do you believe that?
Well, I was just thinking about your mother and I thought I should tell you that…
They Will Kill Your Mother
You arrive the clinic and get your mum registered, you see how crowded the reception of Wee Clinic is, and you wonder how good the clinic is to have this influx of patients. But something strikes you; you see people with broken legs, and some holding firmly to the tummies due to ache, and also some who cannot hold their pee due to incontinence. Your mum has just been involved in a road traffic accident which resulted in a fractured humerus (bone of the upper arm).
After preliminary checks by the doctor, she is placed on admission for a watch while laboratory investigations are carried out. X-ray investigations are also carried out on her. After two days, she gets stabilized and the doctor tells you she’ll be referred to and orthopaedic clinic for further attention. They would rather refer your mum to a focal hospital than let her risk amputation.
If you must hold your audience spell-bound for as long as you wish, focus is an inevitable tool. You may attend to emergencies and people who do not know much about your focal area, but the moment your competition offers more specific offer, your audience slices down to the most loyal (but not forever loyal) audience. And so, sustainability is not guaranteed.
Know Your Audience
As a business person, you must understand that your audience pay you for what you offer; the solution you proffer to their problems, the things you offer which they cannot or can hardly provide for themselves, ideas you offer to help them maximize profits. Your content must be valuable, engaging, and most importantly peculiar to your audience to yield the desired result. Your audience should feel personalised and special to know that they can be attended to by their personality or business specifics.
Target Your Audience, Not Product
Your content must be targeted at your audience, not your product. Once your audience can relate to your content, they automatically have you, and consequently your product in mind. But if you focus on your product and create the best content whereas your best content is worthless to you target audience, you will not achieve a thing.
Focusing on your content will limit your content once you have exhausted all there is to be said about the product. Remember your audience is more dynamic than your product. Strive to build reputation around craving audience. Constantly provide value and build a curious audience.
Curiosity Is Red In Complexion
When you have built reputation and trust before your target audience, they will hungrily seek to know about you and consequently, your product is the YOU that they will see. They will work themselves out and their veins prominent in stressful pursuit of your value; that’s your product.
Thank God For Your Mother
Now about your mother’s case, she has gotten specialised care and you have just learnt that once a case involves the bone, an orthopaedic centre is the best place to go, so as to reduce logistics and risk of referral and delayed treatment. Ideally, Wee Clinic may not see you again if you come up with a bone case in future except on grounds of proximity in case of emergency. That is however ONLY A CHANCE.
