Is it yummy and easy to eat?
This week we are talking about making the content in your course just like McDonald’s, and as much as that sounds like a bad thing it’s really not.
When I talk about content creation here, it applies to any course, but they also apply to any blog post, social media post, book… the same rule apply.
You need to make your content consumable!
Easy consumable! Just like McDonald’s.
Do they have amazing quality food? No, they definitely don’t.
Do they provide the healthiest option? No
Is it because they are the cheapest? No, they aren’t even cheap any more
McDonald’s is so prevalent and popular because it’s consumable.
What does that mean?
It’s easy to get.
They are everywhere. You don’t have to drive far to find one, and if you can’t drive to one, then they are probably in your local shop. You don’t struggle to get it. It’s always there.
We are lazy by nature.
Your content needs to be there.
They don’t want some complicated log on system, and lots of buttons to press, because they won’t find it.
Your content needs to be easy to find.
If you have a blog, make sure people know it’s there.
If you have a course, try and minimize the number of steps they have to take to find it.
If you are sending an email saying go read, provide the link
My McDonald’s now does home delivery. As it wasn’t easy enough, or they weren’t close enough, they now deliver to my couch.
You need to deliver the content to them in a way that is convenient. Deliver it to their couch.
Make sure you send the bits that are really important to them, straight to them.
Make sure you put the bits you want to engage with in the group for them.
You want your content to be where they need it, when they need it.
The other thing about Maccas (sorry, McDonalds for the rest of the world… Maccas here in Australia) it’s not the best quality food. I’m not saying that your content doesn’t have to be quality.
But their food is easily consumable. The menu is routine, you know what you are going to get. You know your favorites will be there. It’s easy to order, you know what it’s going to taste like.
It might not be the best quality, but they are consistent that’s for sure.
I’m not saying that you need to aim for their quality, but you do need to be consistent.
They are consistent in different countries, you need to focus on being consistent on different platforms.
If the message you are sharing is difference on twitter, Facebook and Instagram then you are going to loose people. I’m not saying it should be the same post, because each platform is different, but it needs to feel the same. It needs to have the same familiar sign off, be written with the same emotion.
Like when you go and order a big mac, they expect it to be a big mac, no matter where they are. It’s the same with your content, no matter where they follow you, they expect it to be the same.
The other thing they want is consistency. They want to know that the blog is always in the same place. They like to know that it comes out on the same day.
Make your content, the same easy to get a hold of, consistent material that McDonalds is.
Break the McDonald’s mold, make it better quality, but use the same theory.
We love things that are consumable.
Ok, Maccas might not be the best quality food, but it’s easy. You go grab it and eat it, it didn’t take you long to down those fries.
It’s the same with your conetnte. You might have the best well written bit of conetnet, but if it’s not in a format that is eassy for your audience to consurme, then they’re not going to get to it.
See, you really do want your content to be like mcdonlds.
Maybe the classier mcdonlds.
Moral of the story:
– Make your content consumable
– Make it easy to get a hold of, easy to find
– Make it feel the same no matter where it is
– Make it easy to consume, little bit sized pieces.
So tell me, what do you think about the “consumable” thing? Is your information easy to consume?