I hope last week’s conversation about lead magnets gave you some ideas and examples about why and how to construct an “ethical bribe” so that you can grow your email list. The only thing you need to do now is to create SAGE content that would be of interest to your audience in lead magnet form.
On to this week. Few things in life or business are ever either/or. That extends to how we market and get our names “out there” to be recognized. And one takeaway from my INSIDER interview with Chris Mercer is his belief that it is not one thing … it’s several things … done consistently and persistently.
And if you are new here, welcome aboard. This is what we do!
Jerry Seinfeld talking to Eddie Murphy in Comedians in Cars Getting Coffee – Episode 1/Season 6: Lack of focus is why we have lack of greatness.
What could we be great at in our respective BVFLS worlds if we were mono-maniacally focused on it?
One objection I often hear from practitioners when I recommend they create content is that it (writing/video) is less effective than face-to-face meetings. They want to spend their time taking prospects and referral sources to lunch or other event rather than spending that time knocking out an article or recording a video.
So here are a few thoughts to keep in mind if a “meeting-only” mindset is keeping you from producing content, too.
#1 – Times are changing. The lunch (and cocktail and golf outing and ball game) marketing of the past is becoming less common as more people guard their time. Thus, we need to find alternative ways to stay top of mind. Producing content can do that.
#2 – Unlike lunch, content scales (and it doesn’t pack on pounds!). We can’t be everywhere at once, but our thought leadership can be. So why not supplement those face-to-face meetings by creating scalable content that lasts long after lunch is over?
#3 – Are we actually, actively taking prospects and referral sources to lunch or do we merely have the best intentions of doing so … next week? Because if we’re not lunching and we’re not writing, what are we doing with our time?
#4 – People are doing online due diligence before accepting an invitation for a get-together. Having a digital footprint of good content they can find and scan will make a good first impression and make us more meeting-worthy.
So what / In real life
Another takeaway from Chris Mercer’s INSIDER interview was his admission that he is an introvert. I’m one, too. I think many people in our profession are introverts … but there is no real benefit of proclaiming it.
But producing content is one way to work around it and bring in new business.
– If you like what I write about, tell a colleague.
– If something resonates and you want to reach out directly, email me.
– If you think we share common interests, connect with me on LinkedIn.
– If you want a sense of how well your practice is working for you, take this Practice Self Assessment.