As you’re all aware, I spoke at Blog World last week and it was a tremendous experience. The wonderful Marlee Ward was kind enough to record the session for me and so I plan on showing certain video segments over the coming weeks.
In today’s short video, I want you to see how a simple paradigm shift in the way you create content can open up unlimited possibilities.
The fact is, the best content marketers are the ones that can not only think like a consumer, but are willing to address EVERY question a consumer might have.
Whether it’s about pricing, problems, competitors, etc– becoming great at content is knowing how to tackle these subjects.
But the big point that so many forget or don’t understand is this: Just because you address a consumer question, doesn’t mean you’re specifically giving them an answer.
Don’t know what I mean by that? Guess you’ll just have watch this 2 minute video below as my friend Jim in the audience has a complete paradigm shift when it comes to addressing the subject of pricing on his website.
Your Turn:
I have one simple question for my fellow bloggers and content marketers this morning: Is there any question a consumer asks that can’t be addressed in some way on your website?
As always, thanks so much for your support and especially your kind birthday wishes last week. 
Download your FREE copy of my 230 Page Inbound and Content Marketing Made Easy eBook now and start reading in 60 seconds!
{ 20 comments… read them below or add one }
Marcus,
Definitely enough seeing you in action. That got me pumped up and it was only two minutes long. An hour of that stuff and people’s minds must be blown…
I’m 100% on the transparency train… Give people the answers they seek, don’t make them guess or work for it.
Thanks!
Ryan H.
Ryan Hanley´s last [type] ..7 Reasons I’d Rather Write a Post for Your Blog than My Own
Don’t make them guess or work for it.
Love that Ryan. And why do we do that anyway? Why do we act like someone has to ‘earn the right’ for us to teach them certain thing? It’s such an odd way of doing business.
Hope you have a great weekend my friend,
Marcus
OK, my business is rental of specific equipment. If I put rental rates for different types of equipment..don’t I show my competitors where they need to be with their pricing.?
Joe´s last [type] ..My Father Gave me a Present
First of all Joe, and don’t take this the wrong way, but you shouldn’t be worried about your competitors so much. Worry more about consumers and what they really want to hear about and read. And keep in mind too that even though price is a big factor, there are other reasons why folks rent equipment from companies, and so hopefully you’re really stressing those as well.
Good luck my friend and great question,
Marcus
Marcus, I’ve got to see you talk in “real life” soon, you’re speaking rocks, it manages to be highly entertaining and engaging too! Maybe see you at the next BW.
Hope all is well with you bud. Great point about addressing customer concerns; its all part of being transparent, honest, genuine and “What you see is what you get” – all of which I think are essential characteristics of today’s businessperson.
Have a great rest of your weekend.
Rob
Robert´s last [type] ..Seven Essential Marketing Lessons
Robert, you’re too kind brother, but yes, I would absolutely love to meet you in person. And who knows, maybe we could speak together at some point….now that would be cool!
Continued success my friend,
Marcus
Yeah that would be AWESOME!
Robert´s last [type] ..Seven Essential Marketing Lessons
We kill the SERPs for almost every product we sell when you add the word “prices” to the end of it. Wholesale prices, best prices, lowest prices, 2011 prices, etc…
Note: We don’t disclose pricing on our site…but we sure do talk about it a lot on the phone when our leads call us.
We even optimize for the words “cheap prices”.
Great video Marcus “Oh, here we go…tell me how it’s complicated!” The fact that it’s complicated gives you so much ammo to write about.
Have a good one bro!
Jason Diller´s last [type] ..Christmas Tree Farms In New Jersey
“The fact that it’s complicated gives you so much ammo to write about.”……YES Jason.
That’s the thing, the more complex something is, the more opportunity one has to really teach a consumer. And the more opportunity to teach, the more one can earn their trust.
And yes, I bet your SERPs are just crushin it my friend, all because you weren’t afraid to address a subject in your industry that everyone else ran from.
I love me some Jason Diller!
Marcus
Marcus -
Great addition to your blog on transparency and pricing. This really helped put the answer in perspective for me for when “it’s complicated.” Thanks for posting!
Kelly
So glad to hear that Kelly
I’d go so far as to say ‘It’s complicated’ fits the bill for 80% or more of businesses, which is why the power to explain this subject in a seamless manner can make all the difference. Plus, it can really induce some serious trust when done the right way!
Talk soon,
Marcus
Marcus,
Great video! I love the distinction between “answering” questions and “addressing” questions. That is a very important point and I find that a helpful way to describe the difference. Hey, I’m also following your lead and including a lot more video in my posts. I’ve been meaning to but just needed a push.
Tom
Tom Treanor´s last [type] ..What is Content Marketing? Interview with Joe Pulizzi
More video Tom? Awesome bud! Love it, and you’ll see soon that it absolutely makes a difference.
For the last few months, I’ve been doing way more video and the results have been dramatic.
Appreciate you man,
Marcus
G’Day Marcus,
‘Onyer mate. I came to internet marketing from the world of sales letters, envelopes, stamps and follow-up ‘phone calls. And I learnt years ago that you must include the price, particularly to new prospects. And you should address the price issue early in the sales letter, landing page or whatever.
In fact, if you’re really smart ,you can make your price a benefit . Let’s say that one of your water-filled holes costs on average $15,000. You might address the price issue with a headline such as “What single home improvement costing only $15,000 instantly adds $25,000 to the value of your home?” or “for about half the cost of the average family car, you can………..?” or “would you be prepared to measurably improve the quality of life of your family for at least fifteen years for a one-off investment of $15,000 now?”
I suspect that a lot of resistance to addressing price is a result of businesses failing to have very well defined target markets.
Even today, when I get a sales letter about anything and the price issue isn’t addressed early, preferably above the fold, I scroll down to the end to find out the price before I decide to read the body copy.
We Aussie curmudgeons have some funny habits. We’re even going to try to show your President some fun when he visits this week.
Best Wishes
Leon
Leon Noone´s last [type] ..Team Development: For A Full Head Of Steam, Look To Your Team
LOVE your approach to this Leon, just can’t understand why everyone else doesn’t!!
Price, like you said, can be turned into a benefit. And certainly, when explained the right way, isn’t some super-fearful climax of the dramatic ‘sales presentation’.
Oh, and please teach our President a few things about economies, jobs, and all that stuff while he’s there
Marcus
I love “We’ve had a breakthrough ladies and gentlemen…” I was cracking up! I just wish I could have seen the look on the guys face! Marcus you always get me thinking! We are in two completely different niches, but so many of the principals remain the same! Answer the questions they are asking! Good stuff my friend, good stuff!
Beth´s last [type] ..The Pull…
Dude – you’re just awesome.
Marlee´s last [type] ..How Do You Know When You’ve “Made It?”
Loved the video and I agree with you. I’m still working on some things on my own side as I’m building Growth Effect (pricing, packages and what not…but need to get a few more deals under my belt to understand the time and effort)
Listing pricing allows the consumer to get a full understanding. Heck, we explain everything else…why should we hold back on the main thing that they need to know in order to make a decision. Ya know. And if my prices are too high for them…I want them to know it up front – because that means that they are not a good fit for my services. Save us both time!
Jk Allen´s last [type] ..The Factor that Matters Most in our Results Driven Economy
Good tips about thinking like the client. Even though that is obvious how many of us do it? The media and larger brands on the other hand are bent on brainwashing people into buying what they actually do not need.
Nth Dimension´s last [type] ..XRF tester
Wow! That was a great talk. First time I’ve seen you in action, Marcus. I must say that I’m impressed. Brilliant!
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