You have a product that few are buying.
Teri just had her fans double, yet her book sales did not. Why not? Chris Brogan wrote a letter, “Always have something to sell” (email me to get a copy) in which he talked about the trouble of having friends but not taking advantage of opportunities. Brian Clark wrote “3 Reasons Online Advertising is the worst Model for your Start Up” – speaking about how to make money from your readers. Do you have readers fans or contacts that are simply not translating to customers?
You have fans but not customers.
We must start with a model that includes content marketing. It is how to get people interested in what you offer. It is how to build trust and relationship, which is the only way to turn fans into buyers in our age of information overload. Once your fans know your value, they follow it, they read it. They know you have a product/service. The readers know about your service, they know about you, and they’ve established a bit of a trust relationship with you. So why don’t they buy your stuff?
You need to make an offer!
Have you made them an offer they can’t refuse? Seth Godin says an irresistible offer means telling a story that people want to hear, so they naturally respond.
The basic steps in getting customers are:
- Meet a need with your content marketing (and eventually your services or product)
- Develop trust, authority and relationship.
- Make an offer they can’t live without!
