In Content Marketing

Content is King, Alzay Calhoun, Donald Kelly, Sales Podcast Content is king – it’s a popular maxim which you’ve surely heard of several times. True, content can translate into sales if and when you do it right; otherwise, content will only remain as just that, plain words. So I’m bringing in Alzay Calhoun today as he shares with us how you can create content so you can effectively convey your message across to your prospects.

Alzay Calhoun works with consulting firms and agencies and help them create content that attracts clients. He helps firms cross the gap with content becoming, not just content, but a salesperson.

Here are the highlights of my conversation with Alzay:

Alzay’s coolest sales experience when he was the customer at a restaurant

Are small business owners tricked into content marketing?

  • 1995 – Having a website was a cool thing to do for any company
  • 2005 – Having a website is expected for a company to have a website
  • 2010 – Google rankings are important and the need for consistent content

The problem is that this is not what you do so you get “tricked” into creating consistent content that it breaks your business model.

Don’t rush to content!

Posting or being available on one of the social media platforms and being in the content game will not replace your sales efforts. Get sales people in the field. Get back to your core business model before thinking about how to leverage content. Don’t abandon the phones.

The Bunchball Theory

Putting all your eggs in one basket and spending all your time there as opposed to minding your own business and the most effective places for your business

What is content for?

Content sets context for the conversation that onboards clients.

  • Be clear about what you’re using content for.
  • Clients need context, meaning they need to understand: what their own problem is in their own language and how you can help them solve the problem in their own world and in their own language.
  • You have to make sure the person on the phone is prepared to make a decision by getting them ready via content.

4 Main Questions to Help You Create Content that Sets Context:

The content you create needs to be addressing these four questions each and every time.

  1. What problem are you uniquely positioned to solve?

You’re solving a problem, not selling a service or offering advice. What is the pain? Be unafraid and unabashed about pointing to that pain. If someone has a headache, tell them they got a headache. Don’t be afraid to embarrass them. Courage and empathy are things people respond to.

  1. Why should I work with you instead of the obvious competition?

When you get too excited about your own business, you believe you’re the only company that offers what you offer. You’re wrong!  You must acknowledge that there are other options that your best client is already considering and you need to be respectful that they have a choice. Let them choose. Don’t take it personally if they don’t choose you.

  1. Who is in the most pain because they don’t have your solution?

Picture out somebody here is sitting at the desk right now who is having the ultimate headache because they haven’t met you or your company. Every night, they’re in tirade with their partner and short-tempered with their children because they don’t have a solution to this problem.

Ways to know who is the best person to sell to:

  • In your mind (quickly, gut-response), who is it best for?

Who is that somebody that pops into your mind? Commit to that person. Don’t talk yourself out of it and create four other avatars. Don’t outsmart yourself by doing a hundred pounds of research. Admit to who just came to mind for you and commit to that person.

  • In their world, what problems are they having and that you’re in a position to solve?

Admit to who you focused on. Are they male or female? Then talk to them like a male (if it’s a male) and a female (if it’s a female). Identify who’s in pain and speak to what their pain is. As a result, you receive empathy.

  1. How can you promise excellence to each client each and every time?

Before they even get started and pay you a dime, can you promise them excellence and is your heart clear about that? Is your conscience clean about that promise you’re about to make? Be clear about that and have that documented.

Be able to spell out what you do in steps and offer that as a set of steps and that you’re able to measure your success at each step.

Alzay’s Major Takeaway:

Empathy isn’t how you give it, it’s when they tell you they’ve received it. The test of empathy is if they say thank you when you get off a sales call and you feel empathy back from them. Then you’ve just separated yourself from the herd of other salespeople who reach out to them. You’ve proven yourself to be different and that’s what they’re after. Get all the way in there.

Episode Resources:

Connect with Alzay through www.covetedconsultant.com and download a PDF for more details about the four questions mentioned or schedule a consultation with him.

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Lyndsay Phillips, Smooth Sailing, The Sales Evangelist, Content Marketing