Thursday Press #83: is your biz bathroom fully stocked?
[1 JUN 2023] what I really think about providing "value"...
My favorite thing about our local coffee shop isn't the coffee (delish), seating (plentiful), or location (at a 25-minute drive away, def not).
It's the bathrooms.
Yes, the bathrooms, and I'll tell you why!
Let's start off on the outside —
These bathrooms are equipped with the kind of locks that show if it's vacant or occupied, no awkward knocking or handle-jiggling required.
Inside the bathroom, the coffee shop staff has kindly provided every possible supply you could need:
Extra toilet paper
Menstrual products
Diapers
Squatty potty
Etc.
Do I ever use any of it? Nope.
But I know it's there if I need it, and I know other patrons will use them.
Some people are going to go into that bathroom, do their business, and leave.
But other people are going to massively appreciate the supplies, and they'll love it even more that it's all right there in the open — easy to find and use without having to ask or pay.
That's the kind of approach I think we should be taking as online business owners, from our website navigation to our overall marketing strategy.
BELOW THE FOLD
As business owners, it's easy to think that we know exactly what our people need.
They have to pee? Give 'em a bathroom.
But no matter how much ideal client research you do, people are still people, and people are unpredictable.
That's why it's so important to cater to all types of people, over-provide beyond what we assume they need, and make it really freakin' easy.
I'm a firm believer in free education, but not everyone agrees.
One of the most common things I hear about providing value in content (and educational content in general) is that by creating how-to content, you're only attracting DIYers instead of people who want to hire you for your 1:1 services.
In my not-so-humble opinion, that's not true for a variety of reasons.
Yes, educational content will absolutely attract people looking to DIY.
They're like me in our local café bathroom – they know what they need, they'll take care of business themselves, and leave.
BUT they're leaving with a super positive opinion of your business. They know everything that's available to them if they have more needs in the future and exactly where to go to get it.
And they might tell their mom friends: "Hey, you should go check out this coffee shop, they've got a really nice changing area in the bathroom!"
The business equivalent in this little analogy? Referrals, baby. 😎
Catering to the DIYers as well as your ideal "hire right now" clients will help build an audience full of trusting, dedicated fans ready to spread your name around as the go-to person in your industry.
So how can you create your own perfectly stocked business bathroom? Here are a few ideas:
1. Use a custom links page on your website for social media traffic
Don't leave it up to your Instagram followers to know exactly where to go to find that resource or blog post you told them to find. Create a custom landing page with all of your relevant links and don't forget to keep it updated!
2. Make your website navigation crystal clear and thorough
While your main header navigation is probably pretty simple, add any other links in your footer or make them super easy to find. Here are some common things I see getting left out of website navigation:
freebies
paid products
working social links
a place to subscribe to your newsletter
3. Take advantage of your Instagram highlights and pinned posts
Keep the relevant information front and center, not hidden in some digital cabinet.
If you're looking for more hot takes on educational content and what I really think of the idea of "too much value" in your marketing, you'll love the latest blog post:
6 Myths About Providing Value in Your Content Marketing Strategy
It's no surprise that I'm an oversharer, friend. I mean, this isn't even the first bathroom-related email I've sent...
Whether we're talking latest pop culture hyperfixations and lessons learned in therapy or in-depth Pinterest tips and content strategy, I'm an open book.
And I don't think you should have to "pay to play" to learn how to market your business effectively and sustainably.
It's why I'm so damn passionate about the idea that "too much value" doesn't exist when it comes to free content.
Everyone's going to have their own take though, and I'd love to hear yours!