So let's have a look at desire. Desire content is educational in nature in the majority of cases, unless you're selling based on price. So, if you're selling pizza offers, for instance, then you're not educating people in the sense of how the quality, the professionalism of your services, the depth of your expertise and knowledge, you still educating them out on your offerings. So in those cases, it is a direct price. transactional based offer. biggest mistake people make with design content is they do not understand the educational principles.

They focus on selling rather than educating and education points to your expertise, your authority, your relationship with the client. And the what and the why. Desire calm And really is about building that. That relationship, if you think about the seven points of contact that they say you need from first contact to sale, I think that's the minimum. Oftentimes, unless the person is already very educated on once the product, now they've just gone straight to action. But I've already been through ADA, but not with you.

They already had attention, interest, desire awakened, they're moving to the action phase, what we're talking about is that how you control and bring people to you through ADA, and control the whole process, rather than hoping someone's going to come to the action phase because they're not going to go to the person who's educating them. So let's think about this. You want to educate them on it was talked about this already, but I want to touch on it again, because desire phases where this is really important. You want to educate about your expertise, your authority, and your relationship with the client is communicated here and developed and deepened. Now, a lot of times, especially in service based profession, professions, people get confused. And this is a really, really important point, I want you to really concentrate here.

They get confused. They say, Well, if I educate them about everything, I'll have nothing left to sell. So a typical example might be for a photographer is show them how to, you know, take your own images. One of the techniques to avoid this is in your desire content, you share the what and the why. So you tell them what they need to do, and why they need to do it. And you educate them about the importance of the what and the why.

And you save the how for your paid service. So when we start to do that, we might say, okay, so you need a YouTube mark, you need to create a YouTube marketing video for your business. And the reason you want to do that the why of that is because you might be competing in search in organic search with many companies. But if you create a video, most of those companies won't have any video marketing in place. So if you create the video, you now have a chance of appearing in search on the front page, because in many searches, Google will show video content for those keyword phrases. And that means that you can get on there quickly.

In fact, when you use video content is indexed instantly by Google, especially if you put it on YouTube. In fact, when you put it on YouTube, and we correct that, so put it on YouTube. That's what you need to do put on YouTube is going to get indexed. That's the why you need to do it. And the clients now can find you. And there's the benefit, which is also the why.

Now, if you need any help creating that video, then obviously come to me hits the hell. Now, for instance, for me specifically with this question, I've got two options, we can actually come and film that for you. So that's how we'll help you do that. We will help you set up YouTube, we will help you do the SEO on YouTube so that you know that you've got a good chance of ranking. We'll do all that for you. But I'm in the UK.

What have you in the USA? Well, I'm now going to say well take my YouTube marketing video course is going to show you the steps from the beginning to the end of how to create your own YouTube marketing video. And I'll show you exactly how to do it in that video. So that's how we go from what and why, to how, but it's the what and why will we wake them up to potential the benefits of what we're offering. So we really want to focus and educate them on the benefits. But we need to establish our expertise, we need to establish our authority, we need to explain that.

And we need to deepen that relationship to the place where they trust us. And that means we've desired content. Education takes time. So you might need to send out 456-710-2030 pieces of educational content over a period of time. And at some point, if the client needs to develop the action, and you've got the right offering of service, they will move from desire to action. So this is really important to understand about the desire phase when someone comes behind that email wall Now we're going to start marking season to them on a continual basis.

But we're going to be educating them on a continual basis, we're going to be helping them, helping them to understand the what the why of what they need to do. And that might take a while before they come to the place where they're willing to buy. So it's really, really important that we understand that one of the beauties about desire is if it's really education in nature, you can send out some automated email, you can send out a maybe a training course. There's lots of different ways that you can automate the desire phase. So like we said, desire content is usually delivered and maintained over a period of time, so don't get discouraged if you don't get, you know, self straightaway. And we can set that automation up like we just said through highly automated email systems.

So Active Campaign MailChimp, all of these systems will have automated emails or someone drops onto your email list, they sign up. And then the sent a series of emails, which could point to a series of landing pages, which could point to a series of videos, lots of different ways that you can actually automating, I'd highly recommend you do that. Because what that means is once you've set that up for that particular product, and you've got the attention, you got the interest content out there, now people can find the interest content, you might miss need to pick it out every now and again, the attention stuff, bring them to the interest, which points to the desired content behind the paywall. Once you've got that, then you automate this desired content is very, very easy to automate. And if you need any suggestions or ideas on that and you're struggling with this part, just come and speak to me for the course discussion area.

And I will try to help you to think of some different ways you might create desire content for your particular product. And it comes back to this allowing the potential buyer to purchase in their own timeframe when they're ready. Because just because they're in your funnel doesn't mean they're ready to buy right now, it might be they want to buy, but they can't afford it. So they're in your funnel. Like for us for instance, you know, we will send out periodic offers for some of our online training courses. When we do that, that gives people the potential to actually purchase them at a specific lower price point.

And when we do that, we will limit that to a certain amount products will create some time sensitivity and sense of urgency around those offers. So, when people are in the desire phase, what we will also do at times is we will stimulate action content. And then the desired content always points to the action content was just discussion, the how to do something, the how to achieve it. And if you think in terms of a product, if you're selling a Hoover, then, you know, you can educate them about the advantages of your Hoover. And there's lots of different ways of stressing the value and the benefit of something, you've got to create that Client Profile. You've got to develop.

In fact, in our marketing, we, we've got a course called marketing titles, and that shows you how to actually develop a marketing mission statement. And really, that course is just completely on the attention levels, a very in depth course. But it shows you how to niche identify your client, how to qualify them, how to really identify what it is they're actually trying to buy. And so what we want to do with it content is we want to take that person we've clearly identified, and we want to point to the how to do something. And there's many different ways that we can actually appeal to them, because they've got many different needs, and there's going to be many different things that they're actually trying to buy. We can also create that immediate time sensitive benefit.

So it might be we have a price, flash sale, 24 hours only 20% off. But if they're in our desire funnel, we can do things like that we can create time sensitive benefit, we can derive action from our desire content, but we have to keep nursing them in the desire phase. We have to keep working on that desire phase, educating, helping assistant assisting, being useful and relevant to them. And if you can do that, you can hold them So some types of desire content you could have behind your paywall PDF resources, automated email information, free training courses. webinars. Now, desired content is behind the paywall, so only the people behind the paywall actually get the content.

That's the the general idea. Now it doesn't mean that you can't, when you bring out a new article, new top of interest content that you can't tell them about it, they're already on your email list, you want to keep giving them information. But if you want them to actually move beyond the email wall, you have to give them some different types of desire. It could be a membership scheme. So if you're a retailer, maybe think of membership schemes, discount schemes, always put your discount scheme behind. That sales funnel.

And then you'll see a lot of the large retailers will do this, they'll have loyalty cards, membership cards. And it's that gives you the opportunity to keep reminding people think of it like that someone comes to your website, they buy a product once, and then they're probably never going to return or they come into the physical shop. And they might never return. If you can gather that information, and then you can feed them desire content. So if you're a retailer, for instance, is really simple, really practical, is you just tell him the special offers this week. This is what the retailers do to developing desire.

When people see the special offers, they might come in. Then you might do home deliveries. And again, you may be one week you have a free home delivery, which is normally five pound to get them into the system. desired content takes many forms. But online typically it might be a PDF resource how to. So let's say for instance, You're a company that sells decorating materials.

If you can create a PDF resource showing someone, you know how to strip back wood, you know how to fix holes in the walls and you see a lot of the major dry retailers do this free free resources leaflets in the shop. But if you do it online, you get the email address. If the automated email information, which we just just discussed might be 10 emails, when someone signs up, they're going to get a series of 10 emails, I strongly recommend you do this if you've got this type of business where you're really strongly educating because what that means is this. You can create those 10 emails once and then once someone hits your newsletter, bom bom, bom bom they go out. And at the end of the 10 emails, they can then drop on to your regular email list, because it might be that during those 10 emails Some strong calls to action content, but they don't take them.

So bring them through the 10. Okay, they didn't purchase and bring them into your regular newsletter list next time that never offer goes out, they might take that offer. free training courses can be very, very good if you're, if I was running a photography shop, for instance, I would put free photography training courses behind a newsletter signup. We want to, you know, all the time we want people to go behind the wall, and we want to educate them webinars. It can be very good you can use Google Hangouts for this are very simple to do. But private webinars is probably what you would use in desire content, Hangouts, and there tend to be interest content because you're talking about something, an area that people might be interested in, but a webinar it's something behind a paywall.

Again, it's a sign up so that can be really good. type of desire content and online marketers tend to use this quite heavily.