Relevant Content Builds Trust

"I used to think of my company as a "pool company". I was all wrong - I'm a "content marketing company". My entire goal is to give more valuable, helpful and remarkable information to people than anyone else in my industry, which will turn leads into more sales."

 - Marcus Sheridan, Owner, River Pools and Spas

Marcus' new found focus has fueled tremendous growth in a tough market. He views it as his competitive advantage that deepens his relationship with his prospects and customers. His willingness to talk about problems and pitfalls to avoid, builds trust and credibility and ultimately rabid fan loyalty and referrals. 

I coach my client's to build a marketing machine:

• Profile your Ideal Customer - know their pains and fears, wants and needs. 
• Build a Value Proposition (your message) that begins with their pains and fears.
• Develop a "free offer" that they want and ask for.
• Put them into the marketing machine.  Nurturing the leads is more important than getting them.
• Build a series of 12-20 "tips" that address the pains and fears of these prospects.

Do not sell. Do not talk about you or your company. When these prospects start getting your tips, the first thing they look for is any hint of selling or touting of your company. The first hint of that and they unsubscribe or just ignore future tips from you. You want to build "trust" via these emails and videos and the only way to do that is provide relevant tips without commercials.

At some point these prospects will be ready to buy. Some trigger will make them ready to buy, and if you have built trust via these tips then they will call you and buy from you.

Don't sell - Serve.

80% of People buy between the 5^th and 12th contact. Nurture leads and build trust and you will be top of mind when the time comes and they are ready to buy.

All the best,
Rick Wallace