Keywords? Oh, that’s about ranking high on the search engines, right?
Discover the ones that possess the best volume-competition trade-off, and go full nitro, targeting them in your content. (Some of them still go by the ‘one primary keyword + 4 related semantic long-tail keyphrases per article’ strategy!)
That’s the content marketing secret juice, right? WRRRROOONNNGGGG!
Let me first tell you what marketing is.
Forget it. I will let someone else explain it to you―Wesley Atkins, the creator of KDSpy (and inarguably, one of the best marketers I have worked with.)
The psychology of sales is the same — no matter what you sell.
It’s human decision at play.
Driven by –– “emotion”.
If you want any chance to sell more books – you need to shift your mindset.
You may be an author or publisher…
BUT, you’re also a marketer.
WE ALL ARE.
Your entire life, you’ve been marketing.
That time you tried to convince your parents to buy you a computer for Christmas (if you were born after 1975), that was your attempt at marketing and persuasion.
That job interview? (YUK!) that was you marketing yourself.
That time you chatted up your partner? that was your – albeit poor –attempt at persuasion, too.
You get the picture.
The thing that separates average marketers from the big dogs?
It’s not coercion…
Not high-pressure sales tactics…
It’s the simple practice of:
No, the blue colour, instead of the blue, do not move the conversion needle as the CRO specialists will have you believe.
No, an avalanche of website traffic will not cut it either.
Selling a product or a service? First, try to figure out what your customer WANTS!
See, I wrote “want” instead of “need”.
We may need oxygen to survive.
Food to eat.
Car to travel.
House to live in.
But heck, what do we want? The thing is, almost every need is further covered with a thick layer of desire―desire to feel a particular emotion.
For example, you might need to job to meet your financial obligations. But more importantly, you need money to gift that expensive diamond necklace to your dear wife, to give your son a world-class education and provide a comfortable life for your parents. But doing so, you will feel proud and satisfied with having done your duties well. You need a job but you want to feel that “emotion”.
Our most vital life goal is to “live better, feel better”. As Wesley says, “If you get to the ROOT of all human decision, every purchase is based on our ever-present desire for creating higher experiences of JOY (positive emotions) … and lesser experiences of PAIN (negative emotions).”
Coming back to the topic of keywords, when you are researching the specific words that your target audience would probably search for, you should try to look at the intent behind those keywords.
What does your target audience want to find when he or she enters that keyword in the search engine? Once you find that, try to create a premium-grade content to meet that intent, to cater to what your target audience essentially wants.
Funnily, you will see that you are using the right keywords at the right time inside your content… automatically, without much thought to it.