Convenience buyers need a solution quickly, and they don’t want to have to jump through a lot of hoops to get it.
When it comes to your content for these buyers, there should be a pretty direct line between consuming the content and making a purchase.
Bonus points if your content is able to even half-way solve their problem through its intrinsic value, leaving only the really technical or on-going support solution for you to accomplish with your offering.
Ultimately, if you know you’re creating content for convenience buyers, you should express:
- an understanding of the situation that the buyer is in
- how you can help them
- and how they can take advantage of that help
And if you know exactly what the situation is that will have them looking for your solution in the first place, you’ll also be able to tailor the context of your content to target exactly the right people.
For a real-world example, just consider that this is basically the entire strategy of personal injury lawyers. If your audience is convenience buyers, you can probably take a few notes and adapt a few of those tactics to your situation, but maybe adjust the tone to match how you want to be perceived.
