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GOAL: 2 lives this week hitting on the emotions behind, and practical…

- - - - PERSONAL/ENGAGEMENT
        
        Helps people get to know and like you (which makes them more likely to start and have a customer relationship with you)
        
        Builds trust
        
        A word of caution - high engagement is a good thing, but keep in mind, a lot of comments doesn't necessarily mean a lot of business. Don't just look for vanity engagement :)
        
        Improves your algorithm for increased visibility
        
        OBJECTIONS
        
        "Is it really worth the time to do?"
        
        It's relationship building, which takes time but pays off: "70% of consumers feel closer to a company as a result of content marketing" -https://seotribunal.com/blog/content-marketing-statistics/
        
        "82% of consumers feel more positive about a company after reading custom content" -https://seotribunal.com/blog/content-marketing-statistics/
      - SALES
        
        TYPES
        
        Current Projects
        
        Testimonials
        
        Results you've gotten for others, and want to get for you
        
        Education on value/benefits (time saved, stress avoided, more effective, better results, etc)
        
        Keep in mind, these have to be used in ADDITION to personal and value posts, sprinkled inbetween, to be fully effective
        
        Anatomy of a post
        
        CTA
        
        Headline
        
        Process (3 Steps)
        
        Emotion: Identify desire or pain point
        
        OBJECTIONS
        
        "I'm not a salesperson"
        
        HAHAHA - oh my god, neither am I. Zero sales experience before this. Like anything else, it's a skill that can be improved with practice
        
        "I don't want to be too pushy"
        
        YOU DON'T HAVE TO BE - what you're doing is offering something of value, helping them understand the value, and leaving the choice up to them.
        
        "Do I really HAVE to do these posts?"
        
        Do you want people on social media to buy your services?
        
        "Accept that it is important and valuable to promote yourself on social media. We’re past a point in time where your work will speak for itself. You need to speak for your work and help your audience understand why they should care." --https://www.icadenza.com/posting-on-social-media/
        
        "It doesn't feel natural"
        
        Guess what? It doesn't feel natural to me either. If you wait until it feels natural, you'll never do it, and you'll miss out on a great tool to build your business
        
        How much do results here matter to you? Does it matter enough to learn something new or do something uncomfortable? Remembering the bigger goal sometimes helps the discomfort
        
        "Is it really worth the time?"
        
        People spend their free time on social media - put your information where the people are
        
        "78% of Americans say social media impacts their purchasing decisions" - https://www.socialmediatoday.com/news/why-you-should-create-a-calendar-to-manage-your-social-media-posts-infogra/540168/
        
        "According to 74% of companies surveyed, content marketing has increased their marketing leads, both in quantity and quality. (Curata)" -https://seotribunal.com/blog/content-marketing-statistics/
        
        Info to collect and work from
        
        REAL questions, problems and pain points from REAL clients (I have a list that I keep growing and refer to, to make sure I refer to it often when creating my content - it also makes my life SO much easier))
        
        Who is your ideal client? What do they want that you can give them? Or what problem do they struggle with that you can solve?
        
        And beyond PRACTICAL desires, what are their EMOTIONAL points here? (two levels of "so what?" to get to deeper and more impactful why's)
      - VALUE
        
        This is content marketing
        
        "content marketing is educational but is not about the products the company sells. The vendor offers such good information that you become loyal to the brand." -https://contentmarketinginstitute.com/2017/07/explain-content-marketing/
        
        You are developing and nurturing potential client relationships - this is not an overnight process, it is long-haul commitment (just like any other serious relationship), but it will snowball and get easier
        
        You are starting a conversation that feels one-way when you hit that "post now" button, but you're trying to turn it into a dialogue through comments, etc, so you can build relationships
        
        OBJECTIONS
        
        "Is it really worth the time put into it?"
        
        "According to 74% of companies surveyed, content marketing has increased their marketing leads, both in quantity and quality. (Curata)" -https://seotribunal.com/blog/content-marketing-statistics/
        
        "Content marketing provides conversion rates about 6 times higher than other digital marketing methods. (ABG Essentials)" -https://seotribunal.com/blog/content-marketing-statistics/
        
        "78% of consumers prefer to get to know a company via articles rather than ads" -https://seotribunal.com/blog/content-marketing-statistics/
        
        "Content marketing is 62% less expensive than outbound marketing, yet it generates 3x as many leads." -https://contentmarketinginstitute.com/2017/10/stats-invest-content-marketing/
        
        "What's the point of giving away the information I want them to pay me for?"
        
        You're showing that you know what you're doing, and establishing yourself as an authority, and building trust, and showing your personality
        
        Also, just because you give them a play-by-play, doesn't mean they have the time or interest to do it themselves. How many "here's how to do it" videos have you seen but not done yourself?
        
        "I don't know what to write about it"
        
        As long as you know your audience, this is surprisingly simple
        
        If you have clients currently, what problems did they hire you to solve? Write posts that solve those problems
        
        What do your clients want to achieve, and what keeps them from achieving it?
        
        What questions do you get asked about the most?
        
        What mistakes do you see the most often, when people try to DIY what you do professionally? Point it out and show them how to do it correctly
        
        You can also do curated content (sharing links to other information articles that you know will be helpful for them)
        
        Try to solve problems that are connected to your business/area of expertise. Then they'll trust you more and more in THAT specific area, which is the goal
        
        "Why should I write it? They can just Google it and get a million other people answering the question - probably better and more authoritatively than me"
        
        Oh yeah - you don't have the corner on the market for these answers, lots of other people know the answer, you may not be THE absolute best ... BUT that's irrevelevant
        
        If they're going to work with you, they want to know that YOU know how to do it
    - - 80/20 balance of value + personal vs. sales