Joining the conversation
I've been writing recently about using content to build relationships with your ideal buyer at the peer level. I want to underscore that it's not really about producing either strategic or tactical content. It's not even about teaching vs. relationship building. The reality is, a mix of all of it can work extremely well. The real test is whether you can join the conversation already happening in the minds of your buyers. If your buyers are mostly concerned with identifying and hiring people to fix business problems (vs. say learning marketing tactics), then that's what you talk about most. If they get involved in the technical weeds and want to learn about solving technical problems, then that's what you talk about. If they're the CEO concerned about the future direction of their business and might want to pivot strategically, then that's what you talk about. The content you publish can't be overly simplified into one method or another. All that matters is you create content that connects at the current level of your buyer's thinking. It needs to speak their language, articulate their problems better than they can, and help them see that you're the obvious person to help solve their current challenges. That's because people are only interested in the things they care about today. The hard part is figuring out what people care about now so you can join that conversation, hold their attention, and eventually, sell something they value. The better you know the inner workings of your clients' thinking, the better your content will resonate. I'll share some tactical ways you can do that in the next email. Stay tuned, —k |
Profitable Learning
I help marketing professionals build profitable businesses.
Here’s a mindset for you. What if your emails (or social media posts) were designed not just to educate, but to build a relationship with people in your audience? How would it change your writing style? How would it change your tone? How would it change the content of your emails? My guess is you’d introduce more of yourself into your content. You’d tell more stories. You might even feel like you could relax a little. You’d probably try to speak the language of your ideal audience. You’d...
An interesting question came up today on a Mindshare group coaching call. The topic was essentially why someone’s long-form educational content via email wasn’t converting any leads—even though the list was big enough to think it would. If you tend to teach hard with your content, this might be for you. You might be writing for the wrong audience If you’re consulting, the people hiring you are in a leadership role—i.e. CEOs or other executives. Those people don’t want to get deep down in the...
If you’ve been on the internet longer than a minute, you know that social media platforms rise and fall in their popularity. Algorithms change, attention shifts—heck even the owners can change hands! And while social media is a great way to build your top of funnel and build awareness for you and your business, it’s not the best place to sell. That’s where your website—and as importantly—your email comes into play. Email is your ticket through the algorithm gatekeepers. Assuming you build and...