Content writing is something that many people know will boost the profile of their business. But in the modern age, people want fast results. Content doesn’t always deliver something overnight. But what it does produce is a quality relationship built up over a period of time that will become strong. Marketing for quick prospects on the basis of price may attract new customers to you, but they can be fickle and move over to a rival if they see a more enticing deal. You end up losing people you have worked hard to gain. I am often asked the question ‘ Will my content bring me business tomorrow ?’ and the answer is invariably ‘no.’ But you don’t have to be afraid of using content to attract new customers just because it doesn’t deliver the quickest results.
This is all about building long-term relationships. Your customers will want to know you, like you and trust you before they give you their business. Content works in the following way –
This means that you get to make connections with potential customers from the available pool without ever speaking to them personally. You become the top of their list for your service and will get a call or an email when they need what you have to sell. This is the beauty of content marketing. You grow as more ‘buyable’ in the eyes of your market. The answer to the question ‘Will my content bring me business tomorrow ?’ doesn’t have to be ‘yes’ to bring success.
Content is a much softer approach than the sell. Your website can do some selling for you, but if you connect with customers, show them that you know their needs and indicate how you can fulfil these, then you will get the onside. If you cold call someone, then their barriers go up straight away. They will already be thinking that you are trying to sell (and they will be right) before you have got more than a few words out of your mouth.
Content does the opposite. It puts people at ease and lets them know that you know what you are talking about. You gain their trust and they will come back to you for more. Before too long you become an authority on the subject. You become the person that they want and need to speak to.
In some businesses, you want and need immediate results. I understand that. But in many areas of business, you will have the time to build up slowly to achieve your sales. This is where content works perfectly. If you can get people to trust you BEFORE they buy, then you have a strong relationship that won’t be put under pressure easily. Too many businesses work on price as a differentiator rather than service. Quality content gives you more value and offers more quality than a price promotion that can undermine your profit base.
Think about how your content can open doors with your potential market. Ask yourself ‘ Will my content bring me business tomorrow ?’ then think about what type of answer you want. There are so many ways that it can develop you into a leader. Get in touch if you want to discuss this in more detail.