So we’re all starting to get it by this point—Blogs, and the content a business produces, have become imperative to a company’s success in the 21st century. But despite the fact that so many individual entrepreneurs and corporate marketing departments are beginning to appreciate the impact said content can have on SEO, branding, sales, etc; I still have a strong feeling that 99.9% of the world simply doesn’t catch the vision of the magical difference content can make.
When I think of the word ‘content’, Star Wars comes to mind. More specifically, ‘The Force’. Ahh yes, the magical ‘force’ that, at some point or another, we all imagined having when we were kids growing up. When referring to ‘The Force’ Obi-Wan described it by saying , “It surrounds us and penetrates us. It binds the galaxy together.” Hmmm, deep words Mr. Kenobi, you would have been quite the content marketer.
You see, content is today’s ‘force’. It binds us. It penetrates us. And it certainly brings us together. But not only that, it convinces clients, who otherwise would never see your side, to commit to do exactly what you’re saying. In fact, watch the following famous clip from Star Wars to see what I’m talking about. (Note*** It only lasts for 34 seconds so don’t be a slacker and skip it 😉 )[youtube]http://www.youtube.com/watch?v=vzcWPKAv2Ow[/youtube]
Real Life Application
The other day I had a business owner call me who had read a few of my articles here on TSL. Like many people I talk to, he was extremely worried about his web marketing presence and felt completely hopeless in terms of his ability to get with the information age. He had no website. He felt embarrassed by this fact when asked by customers. And he saw his competitors passing him by.
But because of the content he’d seen in the articles on this site, and the feelings he derived from them, he was motivated to give me a call.
Such is sales. Prospects have problems, businesses have solutions…or, better stated, we hope businesses have solutions.
By the end of our initial conversation, the prospect (we’ll call him Jeff) told me he liked what he’d heard but still wasn’t sure what he was going to do. This was my reply:
I understand your concerns Jeff. Embracing blogging, content, and Web 2.0 principles can be a bit intimidating. So this is what I want you to do. I’m going to email you when this call is over 10 articles that I’ve written here on TSL. These articles apply specifically to the situation you’re currently in. I expect you to read them tonight. Once you read them, you will realize you’re capable of doing this and then I suspect you’ll call me tomorrow and commit to a contract.
Now some of you may think this statement to Jeff was a little bold. After all, I gave him an assignment and then told him that the result of said assignment would be that he would call me and want to move forward with a contract.
Here’s the thing—Most sales professionals try to ‘pitch’ there way to success. In other words they pitch their product or service so much to a client that eventually the client either gives in or tells them to go away.
Personally, I don’t believe much in this concept. I’d rather give great content to a prospect, put the onus on them to take some initiative and read it (or view it), and then allow ‘the force’ to bind us.
The End Result
So how did the story with Jeff end up? Well, the next day, Jeff called me and this is what he said:
Marcus, I was up till late, late last night reading your blog. And then I got up this morning and read some more. You were right. I’m convinced. Let’s get this started right away.
That was it folks. ‘The Force’ wins again, and balance is restored to the universe.
So here’s the challenge: Are you using your content like you could be? Is it your greatest selling tool like it should be? I can promise you that if you’ll simply shift your paradigm and start to view your business’ content as its greatest asset, everything will begin to change, and maybe, just maybe, you’ll make Uncle Ben Kenobi proud. 😉
OK folks, couple of questions to throw at you. What’s your take on the power of content for a business? Do you believe it makes that much of a difference (experiences)? Also, if content is a major part of what you do, are you currently using it as you could be in terms of being an incredible sales tool?
Don’t be shy, whether you’ve got 5 words or 5 paragraphs worth of thoughts, let’s talk about it. 😉
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