So let's have a look at interest content. Interest content deepens the initial impact of the attention content is usually introductory in nature. And it points to desired content behind a newsletter signup. So, you'll notice there's a chain reaction going on here. Once someone's, you've got someone's attention, you then can move them to the interest phase where you can deepen their interest, but we want to move them into the desire phase. And we'll talk about all of this a little bit more as we go through with specific examples.

Interest is the bridge between attention and desire. And what it tends to do, it takes that initial attention, deepens it and then encourages people to exchange Something so they can get to some desired content, types of interest content, blog posts, articles, YouTube videos you will see with all of these that that stuff that's sitting out on the internet, we would call this a longtail marketing content. And we have a much more in depth social media marketing course if you want to learn some really deep social media type tactics and techniques. But for the sake of this course, all of this interest content will sit in search. So when people are looking for it, they can find it. But this is all designed to get someone to the point With a willing to give up that email address, interest content has really exploded in potential in the digital age, it was very difficult to get people's interest prior to the digital age.

So you could educate people, they tended to be through publications for free magazines. And they were then expensive to deliver and produce. Nowadays, that cost has come right down, and the power of content that you can actually create if you think about it. Anyone can write a blog post in the past or an article in the past, it probably cost you to get that in front of people. Anyone could create a YouTube video, the cost of TV advertising has always been phenomenally high. But now you can do it direct yourself.

That has never been possible before. And that is interest content has become So powerful so quickly. Because we're now in the digital age. We often refer to interest content as longtail content. And if you hear me saying that in the course, a brief explanation means that it's basically content that can be found in search, you've put it out there. Now it can be indexed.

Now, if anyone at any time is looking for that type of content, they can find it. We use the analogy of the bees and flowers. So if you've got a field and you plant a single flower in the field, a bee can come to that flower. How many bees do you think you'll get? If you plant many flowers, what's gonna happen is you're going to get many bees. And that's one of the powerful things about interest content.

It can sit on the internet, waiting for casual passes by eliminating the attention phase in many cases. Once it's indexed. index is aided, however, by lots of attention activity. And you have to drive traffic to your interest content in the beginning. So it would almost seem of interest content that sometimes you don't need the attention phase before we actually do. And here's why.

This doesn't break the ADA flow, because interest content gets indexed in search and it goes online. But you have to drive traffic to that you have to create attention. So we have a YouTube video, for instance, what we would do is we would then share that video to our social media following we would share that maybe a newsletter and we get people to go to that content. And that's how it works. You have to drive traffic to interest content in the beginning. But what becomes really interesting once you've put some interest content out there automates itself, what do I mean by It's like a soldier you send out works for you 24 hours a day.

And that soldier sits on the internet. And anytime anyone bumped into that soldier or finds that soldier he's going to bring, he's going to take people, bring them back to your product, or services. And that's one of the really powerful things about interest content. Once you get out there, once it's sitting there, it's just gonna work for you day and night. An interest content points to desire content behind a signup all the primary purpose of interest content is to get a new letter sign up. And the biggest mistake people make with interest content is that they give too much stuff away for free.

They do not point to desire content behind a paywall like a PDF download, for example. So we get interest now points to that. Desire content. And it's going to be behind a signup or desire content is always behind a paywall. We want to get that newsletter signup. We want to get people on our newsletter.

And oftentimes people miss don't use interest content correctly. They give everything away at the interest content stage, don't get any sign up. They don't point to a desired content. And now they've got no contact details. And what we want to do is we want people on our newsletter. See capturing the email address means you own the contact details of that potential client.

You now have permission to market to an individual that means the transaction value of the email signup has to be high enough for an exchange. People protect their inboxes. When someone when you gain a follower on Facebook, you do not own those contact details. And recently a lot of businesses have been caught out because they did not have a marketing strategy, which captured people's information. How did that happen? Well, Facebook encouraged everyone to set up a business page.

And because they have such, so many people on Facebook, businesses went on their create their page. And every time you posted to your page, if you had 100 followers 100 people would see your post. Then after a little while Facebook started bringing that down. 20% 10% come from the exact figures at that level. I know what they are now that 2% so if you spent time building up your Facebook fan and you send out and you've got 100 people, you send out a notification, only two people will see that content unless you pay for it. And that's why we always capture the email addresses in our marketing campaigns.

We that is our business. That's where we make our money from the people that are in our marketing funnel. And what they've just done. They've just given you permission to market to them. You know, people protect their inboxes Think about it, you don't just sign up to a friend on the internet. inbox is very precious to us.

We don't want it filled with junk. So that means to give someone an email address, there's a transaction value and this is really important to understand. There's a trick transaction of value that we need to place on the email signup. So for instance, we might create a PDF resource, which is really useful to our potential client group. So we would create some interest content point will show this is this, as we go through the course will show exact examples of this, so don't worry too much. Now if you haven't trouble seeing it, I want you to understand the principles.

We would put maybe a PDF that's of high value behind a signup or we might offer a large discount on a physical product behind a sign up for the email signup. The value to the person has to be enough They're willing to give you their email address. And this is the single business biggest filtering element in the process. Now you remember we wanted people in and we wanted some people out. newsletter signup is a great barrier. And remember, we wanted to filter people in we want to bring niche people in.

Asking for someone's email address is a great way of qualifying. If someone has got on your newsletter list. These are really strong potential clients. And these are the ones we really really want to focus on when it comes to developing sales. So we really must make sure that the newsletter signup, the value is there. We're very clear about the value and we spend a lot of time making sure We make it of such high value to our niche core client, that they're willing to give us the email address.

And now they can move into the desire phase of the marketing funnel. So let's just share some quick email list building tips. Email should be educational. So you want to educate people about your product. And the suggested ratio is at 20 education to promotion. And we don't want to over stress the buyer.

So it's once someone's on to our interest list. Once they move in into the desire phase, what we want to do is make sure that those emails are educational. We don't want to be selling to them all the time. We want to keep generating that desired content. And we must really not overstressed the buyer so they unsubscribe. So we don't want to be pinging out 10 sales emails a week must really be careful with them.

So when you're creating your interest, you need to think through the interest into the desire phase. And then when people are signing up for the email, you need to make be clear that they're going to be educational, and then not going to overstressed the buyer. Now, there's two approaches you can send out. every fifth email is a sales email as approach Some people use or 80% of your content that you point people to free to email list is good, quality education, but there's always a sales element in the closing part of the content in the call to action.