Читать книгу Oversubscribed - Daniel Priestley - Страница 18

The true test of whether your business is able to show up in a meaningful way is the ability for someone to binge on your online content for the full 7 hours, 11 interactions, and 4 locations. Imagine people who've only just heard of you and want to deep dive into everything they can about you. They use their phone to search for videos, podcasts, blogs, social media accounts and websites that can help them learn more.

No business is exempt from this. Whether you sell physical products or intangible services your potential buyers are doing their research online. You need to create a journey for them to run deep with their desire to know more.

What they are looking for is credible and valuable content. They want insights, stories, examples, demonstrations and interesting facts.

If it's possible for a person to spend a day researching your business and finding content worth delving deeply into, you have the foundations in place to build a passionate customer. If, however, it's impossible for someone to gorge for even a couple of hours on your ideas or they can only find sales collateral, it will be very difficult to build an engaged group of people who care about what you're up to.

The market consists of people who might buy your product. Your market are people who have been sufficiently 7‐11‐4–ed by you or your business brand. A business that is ready to scale is one that has enough digital assets freely available online that anyone who wants to go on a content binge can easily do so.