How to Read Your Customer’s Mind [Converting Content into Sales]

by | Nov 11, 2019

Reading minds has always been seen as a superpower, and sure, I’ll admit that I may have gotten a little carried away with the title — if you really can read minds then we have positions open for you (but you already knew that, didn’t you).

Regardless of your cognitive reading capabilities, these techniques will improve your traffic!

Now, while we can’t actually make you telepathic, we are going to give you the secret to knowing what content to post to make you appear as if you are.

To become a mind reader extraordinaire you will learn how to:

  • Understand how people think
  • Learn what content they desire
  • Find out what they feel is missing
  • Gain Superpowers
  • Deliver content right when they are looking for it
  • Convert your traffic into leads and sales

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First, we need to understand how people search, research, and behave online before making a purchase.

It’s important to understand the mind of a customer.

You need to know how they approach a sale.

Know the steps users take to get to a mindset that your product or service is right for them and the questions they ask to get there.

Today, your website is your digital brick and mortar.

Despite what Kevin Costner might have told you in Field of Dreams if you build it, it doesn’t necessarily mean they are going to come.

That doesn’t mean you should halt construction on that website. By all means, make a great site, just know that merely having a website isn’t enough.

But once you have a website you need to give people a reason to come back over and over again.

How often have you returned to a website?

The likely answer here is seldom to never.

What does this tell you?

People go to websites looking for basic info — contact info, location, how to make a purchase.

Without added value they have no reason to return.

So what we need to do is figure out something that will bring them back.

In our article, Recipe for Irresistible Online Marketing [5 Ingredients to Success] we discussed the Phases of Intent.

Essentially, people search for info on products or services before they make a purchase, and they do so in phases.

First, they are curious and ask a WHAT question: “WHAT is this?” “WHAT does it do?”

Then, as their curiosity or intent grows they begin to ask deeper questions.

If they are intrigued by WHAT you offer they will want to know HOW — “HOW does it work?” “HOW does it compare to what I already use?” “HOW is it better than the competitor’s?”

Answer that for them and then their intent continues to grow moving them into WHEN and finally WHERE questions — “WHEN is this happening?” “WHEN is it on sale?” “WHEN will it be released?”

Until finally they reach their greatest intent with WHERE questions — “WHERE can I get one?” “WHERE is the guy I can get to do this?” (At this stage they have their wallet out).

An easy way to visualize this is if you’ve ever wanted to go to a theater to see a movie.

First you see a trailer and want to know WHAT it is, then you want to know HOW well it is doing at the box office, then WHEN will it be released, and finally WHERE is it playing.

Note that WHAT type questions are nothing more than morbid curiosity with no intent to buy.

We see a lot of this kind of information and curiosity on social media.

Most social media posts do little else than make a user ask themselves “WHAT is this?”

It is a HUGE MISTAKE to think that having a Facebook and some Facebook Ads running are enough.

When you look at your Facebook analytics do you have a lot of impressions, but not very much engagement?

This is because social media is made for the WHAT level questions.

It’s a roulette wheel of “Hey look at this!” and you are only one post in a sea of a million distractions.

Let me explain what an Impression is versus Engagement.

Impression simply means it showed up in someone’s feed and they saw it.

Engagement means they saw it and then Liked, Commented, or Shared it.

So Impressions really don’t mean a lot, yet we so often see people getting excited that they posts are making great impressions.

Sure, you want your content to display in user’s feeds, but this isn’t enough.

This is like hanging up 100 posters around town about a party you are throwing, 1000 people see the poster, and only four people show up.

You aren’t going to get too excited about 1000 eyeballs if the party is a dud.

If you want them to make a purchase you’ve got to get them to your online store.

So know that you’ve got to offer value to get them on your site (your digital brick and mortar).

By understanding how people research products and services you can understand how to guide them through the Phases of Intent.

If you can make your site the go-to resource that answers all your customers’ “WHAT,” “HOW,” and “WHEN” questions, by the time they want to know “WHERE” they can get this kind of value they’ve already arrived at the “WHERE” destination — and you’re it!

So you may be wondering where the mind-reading comes in?

Well, clear your mind young grasshopper and let’s dive in.

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As we stated before, now that you know how they think you need to know where to find content ideas.

Here’s where the “mind reading” process starts.

When looking for content ideas there are a variety of resources that will help you peer into the mind of your audience.

AnswerThePublic gives you the ability to see all the common questions users have searched on any given topic.

This way you gain insight into what people generally want to know about topics in your space.

For example, if you were to type in “branding,” AnswerThePublic would give you all the questions people have search online about branding.

Branding QuestionsYou could also look at the comparison topics, then do product or service reviews and promote how your product or service falls into the comparison.

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Once you have an assortment of questions enter them into Quora.

Quora

Here you can actually see what info others have provided on those same topics.

This can help with research, but it can also help see where there are gaps in the info others have provided.

You can add info to your content you find missing in the responses from others, providing new useful information your audience is searching for.

 

Another great way to find out about info that your audience is searching for is to look at Amazon reviews.

Neil Patel suggests that looking at book reviews on topics in your industry will help you see what is missing so you can know what content will be new to your niche.

Looking at 2 and 3-star reviews will often highlight info users felt was missing from the book on that topic.

Amazon ReviewYou can use this to formulate your content and fill in the gaps ensuring, not only that you are giving your audience what they are searching for, but also solidifying you as an expert on that topic.

 

Another useful tool is to go to Google Alerts and set up alerts on topics related to your business.

Here you will get a daily report on all the info discussed on that topic.

Having this report shows you what is trending on those topics.

You can take these articles and then go back to Quora, Amazon, or AnswersThePublic and see how you can add or improve upon them.

Or, at very least, this will give you articles you can site in your own content to provide legitimacy and external indexing for link building.


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As you grow you can test to see how people are finding your site specifically.

Once you’ve been building traffic for a while, take a look at the info provided in Google Console.

Google Console will provide you a detailed list of search terms people are entering into search engines to find you specifically.

Now we are really reading their minds.

Use this tool to see which keywords and long term keywords (or phrases) are driving people to your site specifically.

In the Performance tab, you can actually see all these keywords and phrases listed out for you.

We recommend that you concentrate on the phrases that fit into the Phases of Intent, so look for phrases that are questions.

For example, “What is the difference between branding and marketing?” or “How can I improve my branding.”

These are great topics to create content on and, best of all, they are coming from people who have already searched and navigated to your site as a result.

Unpacking these questions for them will only help them to recognize you as the “go-to” source for all their needs and keep them coming back.

The best part as the more information you offer, the more these performance keywords will evolve.

This will continue to give you new ideas with your newly found mind reading abilities.

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Lastly, if you want to ensure you post your content at the most relevant time, when it will have the biggest impact on your audience, and when they are searching for it the most, you’ll want to look at search trends.

To accomplish this head over to Google Trends and put in some of the topics you are considering creating content about.

Once you do you can see when those topics are getting the most searches and understand how these topics trend.

For example, let’s say you are a home remodeling business, if you search for kitchen remodeling techniques you’ll get insights on the best time to post content about that topic and when to share it with your potential audience based on what months most people tend to search for it.

Once you’ve developed your content and are gaining traction submit a request to have your content featured on Google News Publisher and Bing News Pubhub.

These publication platforms ensure your content displays in their feeds for people looking for the latest trending topics and articles.

There is no better way to be top of mind than to have content that is timely, relevant, and easy to find.

Now that you’ve discovered how to find topics users are looking for, and how to leave them a breadcrumb trail, all you have left to do is ensure you provide a strong call-to-action

Within your content provide them with an action that is relevant to the content you’ve delivered.

For example, if you are discussing the benefits of a certain product, have a “Buy Now” option within your content.

If the content is about how great your services will change their life, provide them with a “Call Now” button.

Another option is to have an exclusive offer, such as a downloadable PDF in exchange for their email.

This way you can retarget them in the future.

Ensure your offer provides them immediate value, such as basic tips to improve their business or lifestyle.

 

SUMMARY

So hopefully by now, you see the path to reading your customers’ minds.

It takes time and effort to perfect these techniques, but luckily for you, no tragic backstory or exposure to Gamma radiation is required to access these marketing superpowers.

First, you need to understand how people go from mildly curious to desiring to make a purchase by analyzing the Phases of Intent.

Next, take advantage of tools such as AnswerThePublic and Quora to learn what people are searching for in your niche.

Then you can find out what is missing from the answers provided and fill in the gaps in your own content to give your audience something new that they aren’t finding elsewhere.

If you are patient and consistent eventually you will build traffic and Google Console will tell you what is bringing people specifically to your site and your superpowers will be unlocked.

And creating a strong call-to-action or exclusive offer within your content will ensure you’re seen as their hero and they’ll want to buy from you.

Now with your superpowers unleashed you can look at search trends with Google Trends to ensure you deliver the content at the perfect time.

Now you know the secrets to telepathic marketing, you have the power to create content that converts because it is what your customers are already looking for.

We’ll let you know when we master flight, but until then you have the power to improve the lives of your customers by providing them knowledge and wisdom to help them understand the right solutions and demonstrate how you can provide those solutions to them.

Cheers,

Signature Gabriel 

Customer Conversion FAQs

What is a customer conversion?

Conversion Rate refers to the percentage of potential customers who engage in an activity you have set up on your site.

A performed action can be anything from making a purchase on your website, filling out an online form, subscribing to a newsletter, downloading a digital product, or calling you.

This action converts them from a visitor to a potential customer that you can further engage with to create an ongoing relationship.

How do I generate more leads?

Understand how people think and approach a sale with the Phases of Intent

Customers research products before they buy so know what phases of research they do before they are ready to buy. 

Learn what content they desire

Use online tools like AnswersthePublic to see what is searched for most in your industry.

Fill in what is missing from competitors content

Use Quora and Amazon reviews to see how others answer those questions and fill in what is missing into your content. 

Use Google Console

This helps you see what keywords are driving you the most traffic.

Deliver timely content

Use Google Trends to see when your content is most relevant, also craft your content to fit certain calendar events.  

Engage directly with your leads

Reach out to leads and offer incentives or surveys. 

Find ways to automate your marketing

Use Chatbots and automated tools for posting content. 

Connect with influencers in parallel markets

Find companies that serve your customers but are not in your competitive space.

Answer questions on Quora within your niche

Find questions in your niche and answer them.

Comment on other blogs within your niche and parallel markets

Find blogs by people in your space or in a market that serves your end-users and add comments. 

Start to guest blog

Engage with others in your space and offer to guest blog or for them to guest on yours.

Use email marketing

Email marketing is still one of the most inexpensive forms of marketing. 

Interview influencers

Find social media influencers and interview them for your content. 

Implement a free software tool on your site

Use Codecanyon to find effective tools for drawing in leads and positioning you as an expert in your field. 

How do I convert leads into sales?

Offer them an incentive

Create artificial scarcity or limited time offers

Create an FAQ page to answer their questions

Employ great email blasts and chatblasts

Create surveys and questionnaires for your leads

Just ask

Follow up with them

How do I convert my website visitors into customers?

Employ Behavior Tracking and Goal Tracking

Use tools like Google Tag Manager and Analytic Goals to see what actions are being taken on your site.

Offer free tools and digital downloads

Offer a free PDF document in exchange for capturing their email.

Utilize Heatmaps

Heatmaps can help you track mouse clicks to see how users are engaging with your content.

Use landing pages and click funnels

Design special pages for different goals and then funnel them to designated areas where desired lead actions will take place.

Segment your audience

Use landing pages, click funnels, and email signups to segment your audience so that you can target them according to their specific needs.

Showcase testimonials, case studies, and publication credentials

By offering up proof that you can deliver results you build credibility.

What are buying triggers?

Buying triggers are events that provide your customers with a clear need to drive their buying decisions with a greater sense of purpose and urgency.

How do I drive traffic to my landing page?

Engage with your followers on social media channels

Partner with parallel markets and use networking to your advantage

Provide an incentive for your audience to share your landing page

Optimize your page for SEO

Send email blasts and chatblasts to your subscriber lists

Guest blog 

READY FOR THE NEXT STEP?

We’re passionate about helping businesses find their true online identity.

Found this info helpful? Let us know.

If you’re short on time or would like any additional help showing the world what you’ve got, let’s connect.

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Gabriel Shields Benu Creative

Gabriel Shields

Strategic Manager | Marketing Innovator

Gabriel Shields is an entrepreneur, educator, and storyteller. He provides innovative marketing solutions so businesses can better connect with their audience and have their stories heard. In addition, Gabriel has publications in a myriad of literary journals and years of experience establishing effective online and offline marketing strategies.

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READY FOR THE NEXT STEP?

We’re passionate about helping businesses find their true online identity.

Found this info helpful? Let us know.

If you’re short on time or would like any additional help showing the world what you’ve got, let’s connect.

 

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