Worldbuilding Deepens The Experience
interesting content isn't enough.
Value driven content isn't enough.
Insight driven content isn't enough.
They should all entertain but without context they do not provide a deeper experience for your audience.
The context is created by building a fictional world into which you invite your reader.
There, they discover characters and backstories and inside jokes — and your WHY.
Your world is where the stories you tell take place. It’s an ecosystem in which your audience feels at ease.It’s where they can explore and find their own path.
The landscape and the tone will reflect your major themes and preoccupations as well as the values you stand for.
Good worldbuilding shows your audience things they see every day in the conventional world and pokes at them with distaste.
Great worldbuilding shows your audience things they don’t like in their existing world but are blind to, either because they've trained themselves not to notice or because they believe there is no alternative.
There are two types of businesses.
Competition driven and story driven.
The first is focused on beating the competition, being the most successful and the biggest.
The second takes no interest in the competition.
It is focused on serving the audience and helping them to achieve the goals they have set for themselves.
Story driven businesses are based on values and beliefs. These principles are strongly held and are, in fact, red lines that are never to be crossed.
They give context to everything.
They are the foundation on which every business decision is built.
They are the reason why your business works in the way it does.
They are the gravity in your world..
This gravity attracts and holds people who feel aligned. And at the same time, it sets you apart from the conventional world where your people feel like outsiders.
When a new person arrives in your world, they naturally want to look around. Get to know the place a bit. Take their time to settle in and feel comfortable.
And you should give them every opportunity to find their own path from reading your Facebook Newsfeed; to watching the LIVES in your group; to checking out your business page or your blog or the emails you send them.
The world you construct with all these different touch points is significantly different to the world your peeps have emigrated from.
Where they feel uncomfortable giving up their email address in exchange for an ‘ethical bribe’ (lead magnet) because they expect to be pressured into buying some ‘trip-wire’ product - or booking a ‘clarity call’....
It’s not a world they are happy living in because being treated like that makes them feel used. They are not alone. The trouble is that they don’t know any other way - so they dislike marketing and sales.
Let’s be clear…
You should create two worlds..
The first is the outer world for your prospects.
The second is the inner world for your clients / customers.
This contains courses, books and consulting offers but only for those who have put their hands up to say they want to hear about them.
So an outer world is an ecosystem in which your peeps can get to know you, start to feel comfortable and eventually be sufficiently at ease to buy from you.
And the inner world is where they can continue the conversation and extend their journey deeper into your ecosystem.
Your peeps immigrate because they feel uncomfortable in some other world.
Your world contains thoughts and ideas with which your peeps are aligned. It becomes familiar and feels like home. Its culture makes them feel good.
It is different from the conventional world.
This difference helps to build community.
It's the glue that holds your world together.
The people who are attracted to live there think differently.
They have a different idea of what life should be like.
They communicate differently.
Your world is based on three concepts.
- Gravity powered by beliefs, values and principles and pulled forward by a common vision..
- Power which represents a common enemy against which you all stand.
- Culture expressed by what is most meaningful and important to your audience as it relates to the value you create for them.
So how do you identify the people who you want to attract to your world?
Ask yourself these questions…
- What’s important to them?.
- How can you infuse your personality into your world in ways that pull the right people toward you?.
- Who are the people you don’t want as customers?.
- How can you engineer insights and create Easter Eggs to be discovered that builds a ‘sense of wonder’ within the world you’re creating that pulls and tugs at them emotionally?.
- In what ways can you engage meaningfully with your audience (email, video, in-person, etc.)?
Here is the 5 step process required to structure your world
- Step 1: Divide a sheet of paper into 3 columns with titles Gravity, Politics & Culture..
- Step 2 - Gravity: List of 3-5 values that guide your business decision-making and put those in the Gravity column..
- Step 3 - Power: Answer the following questions for the Power column
- Which are the dominant businesses in your market?
- Who are the most well-known personalities?
- What are their most common marketing methods?
- Step 4 - Culture: Answer the following questions for your Culture column:
- What are the significant problems you can help your audience solve?
- What are the meaningful desires you can help your audience achieve?
- What emotions are driving your audience’s decisions?.
- Step 5 - Continuously evolve: Expand (and refine) these lists over time. Ask questions, solicit feedback, and listen very carefully to what your audience tells you.
It is the fundamental reason your business is the way it is.
It is the foundation on which everything you do is based.
Being intentional about worldbuilding and putting your content in context provides a deeper experience to the people who read, watch or listen to your output.
It gives them insights that were not there before.
Those spark ideas that move their business forward.
You become the go-to authority in your market.
A virtuous circle ensues…
Greater engagement, higher open rates and ultimately new clients showing up on your doorstep unannounced.