Content creation for any business takes many forms. Content is not just about blog posts. Content includes emails, your website, social media posts, e-books, etc. No matter what type of content you create, you need to always tie it back to the core message that you’re trying to share with the world. Creating this message in a structured way will help all future content creation. Promise!

What’s the difference between someone saying “I get it” and saying, “I need that now!”? They need to be able to connect what you provide with a problem they are trying to solve. Conversion is all about connection. So how can small businesses create that connection with website visitors and prospects?

Conversion is about connection. Leads need to connect your product with a problem they want to solve. Click To Tweet

There’s a simple formula that you can use to articulate both what you do and how it helps your ideal customers. This assumes that you’ve done the work of clearly articulating your target market and you understand your ideal customers. The simple template below is progressive. Each step builds on the last one. I’ll review in depth below.


Use this framework to create your product messaging.

Use this framework to create your product messaging.


Describe the need

What is the need your ideal customers have? What problem are they trying to solve? No one makes a purchasing decision “just because.” They have an itch to scratch or more likely they have a severe business problem they need solved immediately! The more clearly you can articulate that pain point, the easier it will be to connect with your audience. Not clear on the problem your product solves? Ask some of your customers! It’s a relatively low time investment to give a few customers a call and simply ask them why they purchased from you.

What is it that you do, exactly?

After you’ve defined the need your solve, it’s important to detail how you solve that need. What are the features of your product or components of your service that solve that need. This is not the place for fluff. Just stick to the facts. If you offer more than one product, it’s fine to create several templates for each need/product.

What’s in it for me?

I saved the best for last. Clearly articulating the benefit of your product/service is the key to creating connection. This step typically takes a bit more time. Answer these questions to formulate your benefit statement:

  • Why do your customers want this problem solved?
  • Why is it important to them?
  • Dig deeper. Why is that important to them?

To really get to the heart of the matter, use the 5 Why’s method of questioning. You can see an example here:

5 whys

Originally published by Taiichi Ohno (the creator of Toyota Production Systems), the 5 Why’s will help you get beyond the basic and overused fluff. You may even get into the personal and emotional motivations of your buyers a.k.a the really good stuff!

Once you’ve completed your first draft, I find it helpful to set aside and pick up a few days later. After a few revisions, you’ll be able to use this new framework as the foundation for your content creation. Is your small business hitting on these key needs and benefits in your marketing materials? On your homepage? Can each of your blog posts tie back to the core benefit you provide? Or are you simply touting your features and products?

Make a few of these content changes and you’ll start to see better conversations and improved conversions!