Matthew Gillogly explains how to use internet search queries and customer feedback to shape your marketing. He uses a peanut butter vs. cheese metaphor to show why answering the questions prospects are actually searching for beats generic content.
You see, your job is to find the peanut butter. Your competitors are trying to catch their client with cheese. I want you to use peanut butter. Now, how do you do that? It's really simple. There's a thing called the internet, and it's a really cool tool. And when you go on the internet, when you type in how to fix my knee pain, Google will tell you what everybody else is searching for. And what you do in all of your social media, all of your content that you create, Your emails, your newsletters, all of this. What you do is you use the voice of the customer and you answer their questions. That's all you do. Marketing really isn't that difficult. It's really about answering the question inside your prospect's head. Your competitors are trying to use cheese. I want you to use peanut butter. Your traps will be full, you'll be very happy, and your business will be a lot more rich.
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