All your years of learning, practice, dealing with clients:
You’ve paid a tremendous amount of effort and time and money.
And all that put together, is what makes you into the pro that you are.
You’re a boss in your field, and you paid to get there.
The worst thing that you could do then, is to pay again.
Meaning: if you have the expertise and buyers perceive you as an authority and they hire you, using adwords or Facebook advertising means you’ll have to pay again.
Except this time, you’re paying for the privilege of being shown to potential buyers – and that game is not designed to make you rich – it’s designed to make the advertising platform rich.
It’s not wrong or bad to buy ads, but it’s damn expensive, and it only makes sense if you first publish your IP.
Meaning: using content to demonstrate your bossness.
Think about it:
You can spend a thousand bucks a day on ads, but if your buyers then land on a website with no content or personality, it’s the ad plus the landing page that have to do the heavy lifting.
And that’s very, very expensive.
But if you have content out there that supports the ad campaign?
Then you create a buyer journey where an ad leads to a brand the buyer can relate to.
And relatability is what sells – not features, not benefits, not quality.
People buy not because of how well-reasoned your sales argumentation is – they buy because of an emotional reaction.
And then they justify the emotional decision rationally, afterwards.
And getting that emotional response?
Create content. Publish your IP. Share of yourself.
Show your bossness.
Your brand is an entity a buyer wants to relate to, and the best way to do that is to develop a narrative that makes that possible.
Content strategy by the way, is one of the things I help clients with.
Get in touch if you want to chat about getting my help.