Content is king. Content is everything. I want to drill into your consciousness today that you want to become the master of high content/high value. There are so many reasons to do high content/high value in not only your marketing, but also in your offerings. One of the reasons is that there is a lot of fluff out there. There are so many people who are marketing against you.
Even if you are not somebody who delivers information for a living perhaps you are an acupuncturist, perhaps you are a massage therapist, perhaps you are a financial planner, there is so much information out there on the internet. There are so many people who are competing against you.
Even if you don’t see it as competing, your prospects have choices and they’re being bombarded with information and a lot of it is fluff. A lot of it is not good enough and it doesn’t go really deep. I want you to start positioning yourself as the person who provides the highest value out there even when you’re giving stuff away for free.
Let me share with you some examples of that. When I started offering the free CD, when I started offering that for free, and I still do, the whole content is free. It’s a full hour. The shipping is free, the distribution, everything. I pay for it all. I send it to the far reaches of the world.
That is when I started attracted lots more clients and that’s when I started building my list very quickly. Why? Because the content was very good; not only is this an irresistible free offer, but the content was good.
Imagine if I’d sent this free CD, but it was a massive sales pitch with zero content or even just a little bit of content. What impression do you think I would make on people around the world who were interested in who I was and what I had to offer? Not much of an impression if there would be no content in there, but I do the opposite and I welcome you to do the same. Give more content. Give more value, especially in your free stuff. Blow people away.
This is what I want you to start thinking about is having them planting the seed in your prospect’s minds that, “Wow, if she or he is offering that much high content and high value in her or his free stuff, I can’t imagine how much there is more in the paid stuff.” You want to give them so much in the – I’m thinking about the iceberg, the peak of the iceberg that’s sticking up above the water and showcase that there’s just so much more to get if they start working with you. When you give high content and high value, you become irresistible.
I want you to think about a time that you went to see a speaker in an evening. Let’s say it was a Tuesday night and you spent time away from your friends and family and you paid money or you schlepped to go see that speaker and you got pitched the whole time or there was so very little content that was applicable. You went home and you were probably like, “Oh my God, I just can’t believe. I’ll never work with that person,” but conversely imagine going to see a speaker who above and beyond gave and gave and you got so much value. Are you not so much more inclined to work with that person?
I know that I am because that person is generous and they have integrity and they have authenticity and they over deliver and I love hiring somebody like that. So, I want you to start thinking about where you can add more high value/high content. Can you add more high value in your ezine? What about your blog? What about articles or special reports that you’ve written that you’ve put on the internet? What about on a CD or an audio download? What about interviews? What about in your programs and workshops and seminars and videos? Start delivering at least 10% more content, really actionable content.
What you’ll see is that people will be more inclined to work with you. They’re going to come out of the woodwork to work with you and they’re going to tell other people that they should work with you. That is how you fill your practice. That is how even if your practice is full and you’re looking to leverage your business, that is how you sell more products, fill more groups, fill more events and programs and that’s how you make a lot more money leveraging yourself and your content.
Fabienne Fredrickson is founder of ClientAttraction.com, ranked on the Inc. 500/5000 List of America’s Fastest Growing Private Companies in 2011. ClientAttraction.com is devoted to teaching entrepreneurs around the world how to consistently attract ideal, high-paying clients, put their marketing on autopilot, shift their mindset towards abundance and take a no-excuses approach to creating a highly successful and meaningful business, while working less. Through her workshops, courses, coaching programs, and products, Fabienne shows her students how to go from 5-figures to 6-figures in their business and then from 6-figures to 7-figures, while experiencing freedom and creating an abundant life they love.
To order Fabienne’s FREE Audio CD, “How to Attract All the Clients You Need” by mail and receive her weekly marketing & success mindset articles on attracting more high-paying clients and dramatically increasing your income, visit www.clientattraction.com.