It’s time to put the crayons away. Grab the nearest quill you can find and let’s talk about why you need to pursue a more sophisticated approach when trying to help potential customers understand why they need to hire you.
Or perhaps I should have said…
“We’re an agency and this blog post is here to help you write better content”.
If I did, I wouldn’t blame you for wanting to gouge my eyes out with your new quill, which probably took a few days to find.
Don’t worry, no more strange quests.
Right so, when you’re creating content, I get that it feels natural to want to sort of give some kind of introduction to the company and then introduce the services you offer.
But Grandpa, 1990 was a long time ago. We don’t treat every marketing interaction like a formal corporate presentation any more.
You can turn the projector off and put away your pointing stick too.
People. Want. Differentiation.
To be honest with you it’s perfectly logical to want to introduce your company and talk about services, the problem is everyone, and I mean everyone and their dog, is doing this too.
75% of B2B buyers want branded content that helps them research business ideas, but 93% of brands focus their content on “marketing” their own products and services.
So if you’re doing this, you can imagine that you look and sound exactly the same as the other 93% of the industry using this approach.
I believe the decision making process of a lead in buying mode revolves around these key points:
- Company maturity
- Commitment to excellence
- Cost
- Real world value
- Trustability
- Likeability
And one more…
- Subservience
These are the sticking points that lurk in the back of the minds of leads, which they often don’t (and can’t) talk about. They have to use their intuition to grade you on each point.
It’s not like they can say “Hey, your offer seems great and all but you come across as a bit of a twat, what can you do or say to convince me otherwise?”.
If your website, presentations, flyers, social media posts etc are all still talking about you and your services, you’re not going to be addressing any of the above points.
I believe this is why, in sales calls, it can feel like it goes amazingly well, but if you don’t score highly for all of these secret requirements, you’re not going to beat the competitors who do.
It’s also an awful lot of pressure to put on yourself, to try and tick all of those boxes in just a few calls.
Investing into automated content strategy gives you infrastructure that makes your company look mature, trustworthy and committed to excellence, without you having to lift a finger or open your mouth.
You can reinforce these points during sales calls, but all you have to do is give a fair price, be likeable and explain the real world positive life change your services can bring about.
Simples.
Embracing my B2B Growth Framework and working with us will make every aspect of growing and scaling your business as effortless as slicing through a wheel of dense cheese with Darth Vader’s lightsaber.
Interested? Let’s have a chat.
