Why does what you’re talking about matter now? They’ve already made your job easier by opting into a resource to say they’re interested. Drill into the topic and convince them further on why it matters to them. Are there any myths they’re believing in that they shouldn’t? Are there any mistakes they may unknowingly be making? Content is where you

People buy from a brand because of the way it makes them feel and the meanings attached to it.

with increasing automation, the brands that stand out are the ones that take an interest in their audience.

the Big Idea as an “idea that can be sorted, absorbed, and understood instantaneously.” The big idea determines the narrative of your product and is the thread that runs through your prelaunch material, sales page copy, and overall promotion.

Calm

Your ideal customer is on one side of the river, and the full transformation of what your business is helping her with is on the other side. The rocks that help her cross over are tiny steps toward that big transformation.

Are the brand attributes that you picked—your brand, personality, and vibe— distinct from those of your competitors? Can you put a stake in the ground for them or have they already been taken? Your ideal customer needs to see how you’re different. You help him/her see this by finding that white space and putting your stake in it.

What content will get your ideal customer’s attention? This is where you raise awareness that they have a problem that has to be solved:

When you get featured on a platform bigger than yours, with more social proof and a bigger audience, some of that rubs off on you. Your credibility quotient skyrockets and people start to take notice.