When it comes to content marketing, many businesses are terrified of all things negative. They deliberately avoid any hint of conflict in the content they create.
But this is a mistake.
Recently, I talked about how people love Super Bowl ads because they’re rooted in storytelling.
And conflict is a vital part of every story.
It gets people emotionally invested.
In the context of your coworking space, conflict helps juxtapose the challenges your target members face (think back to their desires and motivations) with the solution that your coworking space offers.
In doing so, it makes what you offer feel that much more appealing. It illuminates the fact that your space, service, and amenities can help make life and business easier and better for your target members.
You need to address that something’s wrong so you can explain how you’ll make it right.
And that’s where you really start catching traction when it comes to getting members into your doors.