Our last few emails have been about this idea that your content needs to establish certain beliefs in the minds of your audience to get them ready to buy.

Great in theory. But how do you know what these beliefs are you have to establish?

Some of them are obvious of course.

People need to believe they have a big, urgent problem before they'll be ready to buy. And they need to believe you have a solution that will work for them.

But many of the crucial ones are unique to you, the services you sell and the type of clients you work with. How do you know what those one are?

The best place to start is objections.

The questions people ask and the reasons they give why they're not ready to buy.

Nine times out of ten objections are just questions your potential clients have that you haven't answered to their satisfaction yet.

If you're talking to them face to face you answer those objections when then ask them.

If they ask if you've worked with others in their industry you tell them.

If they say they're concerned about the disruption and time out your consulting project might cause you tell them about how a well organised project actually saves time and motivates rather than disrupts.

If they raise concerns about the cost you discuss the value they're going to get.

When you're selling face to face, people tell you their objections so you can answer them.

But if you're marketing through content, they don't. You don't know which objections your individual audience members might have. So your content has to answer all the most common questions.

That's one of the big reasons sales pages are so big. They have to answer all the potential questions a buyer might have.

The advantage of marketing with content is you can deal with these objections over time with your different emails, blog posts or videos.

It doesn't feel like you're bashing them over the head with your answers or fighting them.

Done well, you're answering their questions just as they're beginning to think of them. It all feels natural and unforced.

And bit by bit, they're getting more ready to buy.

So the next step in planning your content is to list all the major objections or questions your clients typically have so that you can build the answers into your content.