The Big Five

The big five have become the centrepiece of content campaigns and strategies for businesses worldwide.

As you’ve already heard, we started by brainstorming the questions we received from buyers and noticed specific articles and certain videos would pop.

They get momentum, develop more traffic and ultimately generate more leads, and others don’t stand out nearly as much.

And looking at the data more, it became clear, ” There’s a clear pattern of five things that are moving the needle the most.

The first one was cost and price rates etc., based on questions. In other words, buyers, you and me, are obsessed with understanding everything to do with how much it is going to cost us.

Money budgets, all that stuff we want to know.

Even if we know, we can afford it. We want to know about cost and price, so that’s number one, and that’s fundamental to the big five.

Number two, as buyers, we are obsessed with problems, in other words, negatives, what could go wrong if we may make this purchase.

Number three is comparisons. We, as buyers, love to compare stuff right. 

Think about the last time you looked at a service or product, B2B or B2C.

Do not exclude yourself from this. We’ve seen the exact replicate itself over and over again.

So we like to compare things because we want to make sure we’re getting a good value. We want to make sure that we’re choosing wisely.

And the only way we feel like we can do that, generally speaking, as the buyer is by comparing that thing that we want with one or more other similar items, and that’s number three.

Number four is we are obsessed with what other buyers say about that product or service, in other words, reviews.

We love to know what the world is saying, the good, the bad and the ugly. We are obsessed with reviews for better or worse, and finally, number five.

We are obsessed with the best. Think about how many times you have searched online for the best such and such.

Alright, the best Italian restaurant in Washington, this is how we think, this is how we search.

So once again, the big five. Number one is cost, number two is problems, number three is comparisons, number four reviews, and number five is best in class.

In this section, we’ll dive deep into how you can address each of those things within your content and through texts or videos on your website through your social media, etc., and the monumental impact it will have.