These are all the people that perhaps have the problems that you know you can help with.

However, they’ve never really heard of your brand. So to them, you’re just one of endless other brands trying to get into their attention space.

So since you haven’t built any trust with them yet there’s really no point in asking them to waste their precious time booking a call with you.

Instead, you want to show them layer one content here.

So content about their pain points. That could be videos, social media posts or articles that really help them clarify their pain points, perhaps show how other similar customers are dealing with those pain points.

But a really key Insight here – I see a lot of people getting this wrong.

You have to be very deep and very specific in the insight that you give them. So it can’t be the same content that your competitors are releasing, it can’t be the same points of view they can get everywhere else.

You have to really kind of dig deep in your expertise and experience, and give them insightful, impactful content.
And once they’ve consumed that content, as long as it’s been inspirational for them, then you’ve made an impact in their minds.

Now they know your brand.

And now you can use social media technology like LinkedIn ads, for example, to move them to Layer 2.