here's the lesson I've learned in action:
When you deliver value -- it's often more valuable if you do not
Here's the long version (and I'll try to keep it short, as that was my main
lesson learned over the last month or so):
I'm in the process of launching a product, and as I strive to deliver value at
each step, I created TONS of really great video content which moves
people closer to their goal.
The testimonials from those who went through all of the content was
awesome -- and I'm super grateful that it makes a difference.
So: tons of value delivered, all for free, everybody happy, right?
My analytics show me this: less than 5% actually go through the entire lot
(it's a total of a little over 1h of video) -- the rest tune out after on
Meaning: very little actual value delivered!
So, my lesson is this: no matter how valuable the content, if people do not
consume it, they're not getting value out of it. Mission failed.
May seem obvious -- but I was so 'blinded' by the initial feedback of those
who went through all the way, that I completely 'ignored' those who were
"hey, this may be valuable, but right now I don't see the value -- and if I
can't see the immediate value, the risk of investing an hour of my precious
time is just too high".
Practical implication of this all: as a result of people 'having' to go
through an hour of video, most people 'forgot' to comment on
the thread where I initially published the content -- it had already
left page 1 by the time they were done consuming the content
(got a lot of 'friend' requests and PMs, but hardly any comments)
I'll keep providing sexy content, but it'll be micro-wave popcorn sized.
Super-short article, sell the idea of "hey, here is content that'll rock your
world", then send them off
hope this is of help to someone