The 3 Reasons Why Content Marketing Doesn’t Always Get High Ticket Consulting Clients
I was listening to a training program by one of my favorite marketing/business building guys and he said something that bothered me.
In essence, he said the following:
“If you want to get your consulting practice to the same level of Dan Kennedy, Perry Marshall, Joe Polish etc., you have to do the same things that they’ve done to build their consulting practices to that level.”
In concept, he’s right.
Specifically, he was talking about putting out great content.
Now, while I wholeheartedly agree with him that every consultant needs to put out great content to their target market, I have my own thoughts on when to do that.
See, having failed in three industries using the “content marketing” approach, I can tell you that putting out great content is only part of the formula.
Here’s the truth:
“You can’t get better at selling business owners something they don’t want in the first place. No matter how great the content you’re giving away is.”
Think about that for a minute.
If the business owner’s won’t pay to solve the problem or get the result they say they want, you shouldn’t write one word, record one video or host one webinar giving away
You’ll just end up broke, disgusted and jaded.
And how do you find out what a industry business owner will pay for?
The only way I know is…by making offers and seeing what they will actually pay for.
That’s why I now always say test the responsiveness of a industry first by putting out offers.
Don’t waste weeks and months building an authority blog, filling
a youtube channel with hundreds of videos or writing dozens of articles without testing various offers first.
Simply use your existing consultant website that you already have in place. That’s enough for business owners to see that you’re the real deal.
If you don’t have an existing website or it doesn’t have any good
content on it, then invest some time to get more articles up, video’s and case studies, but don’t waste weeks and months to do it.
Just set aside one week and get your foundation content up on there and move right along to testing various offers the very next week.
See, you need to know what a business owner will actually pay for and the only way to do that is to make a offer that requires them to do one of two things:
1. Raise their hand by opting in, opening your emails and responding to your questions or requests which leads to making them a offer.
2. Right upfront, make a irresistible offer that they have to pay for.
Let me prove it to you in a illustration:
Which consultant do you think will have a better chance of consistently getting clients:
Consultant #1: Spends hours each day writing posts on their blog, articles to post to article directories, records and post videos to youtube and posts to their facebook page and sit back and waits for business owners to find him.
Consultant #2: Spends one hour a day to come up with one irresistible offer and one salespage each day and runs ads to it on facebook, linkedin and youtube.
Then, spends two more hours doing prospecting strategies where he contacts a list of prospects in his target market and presents them with his irresistible offer.
Which of those consultants would you be willing to bet will have one or two sales conversations with business owners by Friday each and every week like clockwork?
It’s kinda obvious when I put it like that…right?
Now, the truth of the matter is that you want to do a combination of both, BUT when you’re starting out or hit a cash crunch and need money, one is waaaaayyyy more important than the other.
Morale of the story: Get your paid ads (or prospecting methods) up and running everyday until you’ve found a offer and service that results in business owners at least calling to inquire about hiring you.
Then, and only then, do you begin to write articles, record video’s, post in forums etc. and become a content producing machine for that target market.
The only exception I’ve seen to this principle is if you’re using your content to either test the responsiveness of your target market to a eventual offer you plan on making or if the content leads to a offer aka. webinars, teleseminars etc.
However, I’d still use paid advertising on a daily basis to drive business owners into that event and make my offer.