How you sell is more important than what you sell. If you’ve been reading my blog you’ve heard me mention that and it’s certainly true, in an era where content is king. But let’s face it: it’s increasingly difficult for anyone to get the attention they need to succeed in this crowded, information overloaded, and noisy world. The competition has never been greater in numbers and there are more channels (podcasting, social media, online radio, TV, YouTube and etc.) competing for the one resource that is finite: people’s attention.
You can use SEO (Search Engine Optimization) , keywords and other Google indexing strategies to improve your rankings and get people to find your content and products online—but the question still remains: “How effective are you once you get their attention?”, “How indispensable is your content?”
The Internet has completely destroyed the lead generation and traditional sales process. Prospects are not waiting to be sold to — they’re empowered and proactively gathering information.
People don’t just come to you for information by itself—and customers don’t just pay for information by itself. There are other factors at work that I want to share with you. Here are 3 ways to make your content and products desirable to your customers:
- Your expert insights on best practices. In other words—you or your company’s perspective. This is ultimately, how you use your real world experiences to shed new light on your customers’ problems, as well as how they can learn from it to get the same or better results faster, with fewer mistakes.
- Your simplicity on product information. This comes down to your ability to structure and package your content so customers can use it. A great example of this would be a company called: LexisNexis. Whose whole business model is on taking free public record information and packaging it so that other organizations can use it. Now the question for you or your company is: How well you’re able to explain, demonstrate and break down concepts for customers and present the information to them so they can apply what they’re learning.
- Your humanization. This all about you or your company’s ability to humanize the content or product. What’s the story? Why was this product or content created? How have others benefited?
Question: What do you think? What have you found are the reasons people come to you? Please share it in the comment section below.