When you start thinking about what kinds of content to create, one of the first avenues you’ll likely consider is showcasing the details of the way you do what you do.

This is natural especially if you are very experienced and take a lot of pride in your product or service.

While this kind of content can be very useful for the guided discovery phase, there are a few things to consider.

Technique content is usually extrinsic value

Unless your customers happen to be peers in some way, getting into the weeds about how you work under the hood probably won’t have very much actionable information for them, although it might still be interesting or entertaining.

answer the right question

What technique content does provide to your customers is a sense that you take your job seriously, know the nuances of the work, and can get the job done.

This is definitely important, but this sense of confidence in you is not necessarily the same as confidence in your offering.

The question that customers really need answered is not “can this person get the job done?”

It’s actually:

Can this product or service solve my specific problem or improve my life somehow?

So next time you go to show off your gorgeous soldering skills or explain how you source your all-natural ingredients, be sure to connect it back to the ultimate benefit to the customer.