If you've been following along this email series then by now you should have:

• Identified the beliefs your potential clients need to have to be ready to buy
• Added to those with objections and questions they need answered
• Ordered them into a rough sequence based on the order they need to be addressed in

But if you want to turn them into a sequence of content that really persuades, you need to do one critical thing first…

You need to package up those beliefs, objections and questions in a way that's interesting and valuable.

Because the thing about content is that reading it (or watching it or listening to it) is optional.

Just because you need people to see how big their problem is and to understand how great you'd be to work doesn't mean you can just tell them that.

A series of emails or blog posts or videos telling people they've got huge problems but not to worry because you can fix them and you're a great person to work with is not exactly the kind of riveting entertainment  people voluntarily tune into every day.

Not to mention the fact that just telling people how great you are isn't all that believable.

If a magician wants you to believe a deck of cards is perfectly ordinary does he just tell you it is?

Nope: you wouldn't believe him and it's not very entertaining.

Instead, he casually hands the deck of cards to an audience member and asks them to shuffle them.

That's much more interesting, and it's much more likely to get you to believe the cards are ordinary because you come to the conclusion yourself (“if that guy shuffled them they must be OK”).

Persuasion with content is best done indirectly – embedded in something that's inherently interesting and valuable.

Don't tell people you have new ideas on leadership. Demonstrate it by sharing leadership tips they haven't heard before.

Don't tell people you're great to work with. Tell an interesting story about a successful client and let them come to their own conclusion that you must be great to work with.

The trick is that although your goal is to get across your message, you need to start with their goal of reading something entertaining and valuable. Then you weave in your message.

We'll talk about how to do that in the next email.