COVER CONTINUED ...
They are coming. They want to take your business and money. And you can wait until they get here and likely lose it all, or you can take action now and be one of the few who survive. If you think I’m simply being an alarmist, ask Borders, Barnes & Noble, Toys R Us (if you didn’t hear, they are filing bankruptcy again), Sears, and Kmart if they wish they’d taken action sooner. To put the amount into perspective, $640 million worth of toys were sold online on Black Friday, and the top 100 retailers captured 80 percent of that market share. Amazon sold 200,000 toys in just the first five hours on Friday (from 12–5 a.m.). It is impossible for these giants to win against you if the business is built around your personality. People don’t connect with Amazon, the company, but they can connect with you, the lawyer, doctor, or plumber. They can have a relationship with you that makes the price less relevant. That makes you “People don’t connect with Amazon, the company, but THEY CAN CONNECT WITH YOU , the lawyer, doctor, or plumber.” So, how do you win against these behemoths? The good news is you have the foundation of what you need to win: YOU.
their go-to provider. That makes your customers immune to the siren song of those corporations. But you have to start now, or the cost for being late to the game will be either your entire business or hundreds of thousands, if not millions, of dollars in lost revenue, slow growth, and customer churn.
Now, once you have custom content written, you can reuse it and slice it up into smaller chunks. Let me give you a few examples. 1. You can set up a spot in your office to record videos or simply use an iPhone and record a section of one of the articles — maybe even add a little to the original story. And now, you have a video for your website and YouTube. 2. You can rip the audio from that video to make an MP3. 3. You can take quotes from the articles and use them on Facebook and Twitter. 4. You can use the same article as a starter (or use the complete article) for an email to your list. I recommend using them just as a starter since the articles are long, but it’s up to you. 5. You can add the articles to your blog. 6. You can add links to the articles on your social media sites. 7. You can take the article and use it as a follow- up mailer for unconverted leads, with the article on one side and an offer on the other side. This strategy depends on the topic of the article. You get the point. You can reuse the content in the example above in many ways. You spent 15 minutes on the phone being interviewed to get the content, and other than recording the video, someone else can create and implement every single other strategy I listed above.
This is your wake-up call. The time is nigh. You have to act now or put your family and business at risk.
Building a relationship starts with media and communication. You have to become present in your customer’s life more often than when you want to ask them for money. You need to let them peek behind the curtain of your life. You need to build talking points that people get to know about you and use those points to go deep with customers and prospects.
You need to engage them with multiple media channels, a lot of quality content, and personality.
But all of that creates an additional problem. When do you have time to create all this content?
It doesn’t have to be difficult.
If you’re reading this and don’t currently publish a newsletter with me and The Newsletter Pro, then I have good news for you. We ghostwrite the content for you, which includes interviewing you and writing and editing the content so it sounds like you wrote it. Content is the start of this process. Not yet using The Newsletter Pro? Grab a copy of my free book on Newsletter Marketing by going to www.thenewsletterpro.com/freebook .
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