In marketing, there is the school of thought that says that the way to create sales is to continually provide your prospects and leads with content that’s valuable, relevant, and consistent.
This is called content marketing. According to the Content Marketing Institute, if you provide enough free “information that makes your buyer more intelligent,” eventually some of your prospects will want to reciprocate and pay you for a product or service.
I agree that you should provide your prospects and leads with valuable content. But I’ve also seen this strategy get numerous marketers into trouble.
They end up giving away plenty of value for free, only to be left with few or no sales and go broke in the process. You lose 100% of the sales you don’t ask for, so if you expect content alone to produce sales, you’re going to be disappointed.
Content That Sells
In order to produce sales, you need to create content that sells. By that, I don’t mean that you should constantly blast your list with advertisements to “Buy now!”
Definitely don’t do that. Provide your list with content that makes them more intelligent, but somehow you also have to ask for the sale.
Consider it this way: when someone opts into your list, they are in a certain position and are seeking to move to a different or better position.
They subscribed to your offer because, though they are not yet ready to buy, they suspect that your offer can move them toward that different or better position.
With every message you send them, you have an opportunity to confirm their suspicion and move them toward a sale.
If you are not actively moving your prospects toward a sale, you are moving them away from it. There is no middle ground.
So, in order to have sales, your email marketing, videos, blog posts or any other content must move your list toward a sale.
How to Do It
The first thing to keep in mind is that the content you send to your list must serve a purpose. As I’ve already mentioned, that purpose is to create sales; it’s never simply for the sake of providing content.
I list all the reasons why a person would buy it and all the reasons why a person would not buy it.
Let’s look at some of the reasons a person might want a certain product:
It gives them more time.
It creates more income.
It helps them achieve a desirable lifestyle.
How about a few objections?
I don’t have time.
It probably doesn’t work.
It seems too complicated.
If your intention for every piece of content you create and send to your list is to either (a) increase their desire to buy or, (b) overcome their objections, you will move them closer to the sale.
This strategy will guide your content so that you will never be at a loss for what to write about; reasons to buy versus objections to buying can provide you with hundreds of content ideas.
Are you still struggling to create content or are you someone who would rather sell other peoples High value content and make good commissions then…
…watch the below video to find out more!
Thanks to MOBE for this article and images