How will I know this is the best solution?

After a nearly 20-year hiatus, I’ve started playing tennis again.

It’s fun. It’s fast-paced. And, it’s frightening. (Yes, that’s an odd combination of adjectives.)

Fun? I love whacking that ball. There’s nothing quite as satisfying…especially if it’s a good hit.

Fast-paced? My coach knows just how to keep us moving around the court.

Frightening? I’m returning to something I played when I was younger. I was faster. And I had all the time in the world to practice. Now I have some internal fears about the game:

• Will I hit the ball out of the park? (Great in baseball, not so great in tennis.)
• Can my feet get me to the net in time for that volley?
• If I move up to the next level of play, will I be laughed off the court?

You may not be meeting prospects on tennis courts, but chances are they have some fears about your offering.

Questions that might be on their mind:

• How will I know this is the best solution?
• Can I convince the leadership team this is what we need to move the business forward?
• What happens if this product or service fails us like the last one did?

There’s a lot riding on prospects’ decisions—feelings of success, fiscal responsibility, their professional reputation.

To be effective, your content marketing has to address the fears that come up:

• How does someone know your solution is the best choice?
• How can they convince leaders this is what they need?
• What type of support do you provide when things go wrong?

Get clear about your answers to these questions. Then find a way to weave those answers into your content marketing. Communicate your commitment to their success.

Understand your prospect’s fear. Then, show them how to keep the ball in the park.