What is it?
Think about a time when you’re browsing through Netflix, looking for a new show to watch. You’ve scrolled through several options, read a few descriptions, and maybe even watched a couple of trailers. And then you come across two shows that both look interesting. You’re at a crossroads. Do you choose the critically acclaimed drama with complex characters and intricate plotlines or the light-hearted comedy that promises laughs and feel-good moments?
That moment of decision is powerful. It’s a moment of active engagement, of investment. Instead of passively consuming the content, you are now actively participating in it. You’re not just absorbing information but using it to make a choice. And once you make that choice, you’re more likely to commit to it.
Why is it Important?
When we lead readers to a crossroad in our message, we’re prompting them to decide. This decision-making process is not just a passive act; it’s an active engagement that gives the reader a sense of control over their interaction with the content. They’re not just being led along a predetermined path but choosing their way forward. This sense of control can be very empowering for the reader.
When people make a choice, they feel a sense of ownership and commitment to their chosen path. They’re more likely to stick with it, to see it through. This sense of control and commitment is what we aim for as content creators. We want our readers to feel empowered, to stay engaged with our content, and to keep coming back for more.
How to do it?
Present a Choice: This could be a choice between different viewpoints, actions, or products. The goal is to prompt the reader to actively engage with the content by making a decision.
Ask a Question: Questions are a great way to engage readers and prompt them to think more deeply about the content. By asking a question, you’re inviting the reader to consider their perspective and decide about their beliefs or actions.
Challenge Assumptions: Another way to lead readers to a crossroads is to challenge their assumptions. By presenting a new perspective or challenging a commonly held belief, you’re prompting the reader to reconsider their viewpoint and make a decision about what they believe.”
Note: start by presenting a small crossroad, a decision that requires a relatively low level of commitment from the reader. This could be something as simple as choosing to read on or click a link to learn more. Once the reader makes this initial decision, they’ve taken the first step on the path you’re guiding them on.
As the reader keeps reading, you’ll come across important decisions. These choices may require more commitment, like signing up for a newsletter, purchasing, or changing your perspective or behavior. Each decision adds to your engagement and commitment, guiding you further.
This strategy is effective because it taps into the principle of commitment and consistency. Getting the reader to make a small initial decision increases the likelihood that they’ll make larger decisions later.
Real-world examples:
The Internet Business Manifesto itself is a great example of leading readers to a crossroads. The entire document is designed to bring the reader to a decision-making point.
In the Manifesto, Rich presents a clear problem: the struggle of the opportunity seeker who is overwhelmed, overworked, and not achieving the success they desire in their business. He then presents his solution: the need to shift from being an opportunity seeker to becoming a strategic entrepreneur.
Throughout the Manifesto, Rich contrasts the opportunity seeker and strategic entrepreneur, explaining their differences. He guides readers to a decision point: stay an opportunity seeker or become a strategic entrepreneur.
In the end, he offers his coaching program as the path to success, giving readers a clear choice: commit to becoming a strategic entrepreneur or stay on the current path.