The Big 5: How to Write Great "Problems" Content

By Jen Barrell, Thursday, January 27, 2022 8:01 AM

We all have a problem...some of us even have a few of them.

One main problem that most inbound organizations have is that they're not talking about their issues. If they did, they'd gain more trust, collect more leads, and earn more clients.

As a content trainer, I spend a lot of time coaching my clients on how to write The Big 5, the five topics that drive the most traffic, leads, and sales for successful inbound companies. Talking about our problems — specifically talking about the shortfalls in our product or service — is definitely on that list.

That's right. Putting it all out there — the good, the bad, and the ugly — is a fantastic way to build the bottom line, but it's natural that we want to protect ourselves from danger. Why risk saying something negative when we can focus on all the good we do? Here's the problem with that: if you don't address it, someone else will.

Your buyers are out there looking for information that can help them reach a conclusion. And we know they're not only looking for positive reviews. They want the dirt, the difficulties, and the cons so that they won't be surprised after the sale is made. Wouldn't you rather they hear this from you than from somewhere else?

More importantly, wouldn't you rather they get accurate facts (from you) than consume information that misses the mark, or worse, that's purposefully misleading?

Being candid about your problems allows you to position yourself as the trustworthy authority in your space. This allows you to open up about possible pitfalls and then explore solutions. It eliminates the fear and resistance of your buyers by letting them know in advance what they might experience.

Some buyers will see these cons, balance them against the pros, and be fine with the decision to move forward. Some will choose to shop elsewhere, and that's okay. You've armed those prospects with the power to opt out so that no one's time gets wasted. By showing "the ugly," you qualify the people who see the value in the risk and allow the wrong-fit customers to disqualify themselves.

While you won't close a deal with these wrong-fit customers, your honest assessment of what works and who it works for will continue to build trust. And the information you've provided will help them make the right decision for them.

So, how is a great "problems" article created?

In this article, I'll provide some examples from IMPACT client companies that are doing a great job with their problems content, and walk you through the following approaches for creating your own, including how to:

Dive into the buyers' problems.
Tackle your own problems.
Show a solution.
Find the right angle.

Let's begin.

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The Big 5: How to Write Great "Problems" Content

By Jen Barrell

We all have a problem...some of us even have a few of them.

One main problem that most inbound organizations have is that they're not talking about their issues. If they did, they'd gain more trust, collect more leads, and earn more clients.

More importantly, wouldn't you rather they get accurate facts (from you) than consume information that misses the mark, or worse, that's purposefully misleading?

So, how is a great "problems" article created?

Dive into the buyers' problems.
Tackle your own problems.
Show a solution.
Find the right angle.

Let's begin.

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