Irresistible content for immovable prospects

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Irresistible content for immovable prospects. The golden rule for when it’s time to sell.

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Overcoming inertia and disrupting markets requires a different kind of content. This is about content marketing that drives change.

Transcript of Irresistible content for immovable prospects

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Irresistiblecontentfor immovable prospects.The golden rule for when it’s time to sell.

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There’s content thatentertains.

This is about a different kind of content...

And content that helps.

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This is aboutcontent that sells.Because, at some point, you’re probablygoing to want to ask for the order.

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You’ve nurtured this lead through the mythical funnel.You’ve made a friend. You’ve earned trust.You’ve got a prospect in your sites.The candy-assed stuff is over.

When it’s time to sell, content hasto change gear.

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You have onlyone goal nowand onlyone enemy.And they’re not what you may think.

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The goal:get the prospectto contact yoursales team.Yep. They call youand ask to be closed.

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The enemy? It’s not that giant competitor.

It’s not the upstart newbie.

It’s not the disruptor out of left field.

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The enemyis inertia.Doing nothing. Standing pat.Staying put. Sticking.

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Know this:

Changesucks.Nobody wants to change. Nobody.Even when they say they do.

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People only changewhen they’re forced to.Literally forced.

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Performance risk — “It won’t work.”Financial risk — “It’ll cost more than it saves.”Opportunity risk — “It’ll block option B.”Social risk — “No one will like it, or me.”Personal risk — “I will get fired.”

Change carries risk.

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Even the most compulsive gambler is actually, at heart, deeply risk averse.

No one likes risk.

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In the faceof all this risk,the only thing thatcan force someone to change...

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is change.

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A real,undeniable,significantand relevantchange in the worldis the only thing that forces people to change their own world.

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A real,undeniable,significantand relevantchange in the world

Not invented.

The elephant in the room.

Directly connectedto the reader.

Impact-causing.

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So the first and most importantjob of content that sellsis to convince your prospectthat the world has changedin a real, undeniable,significant and relevant way.

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If you succeed at this, you willcreate the first critical crack in the barrier to change.

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And you will have earned yourone shot at overcoming the inertiathat kills sales stone dead.

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Okay.

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How do you convinceyour prospect of this real, undeniable,significant and relevantchange?Let’s take it two adjectives at a time…

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The change isreal and undeniable.To prove this, you need evidence, in the form of:

Data — reliable, honest, clear and compelling data.

3rd-party support — media, analysts, other buyers...

A driver — something tangible that's causing the change.

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The change issignificant and relevant.To prove this, you need logic:

To show the change is inevitable — there can be only one consequence.

To connect the change to the prospect — showing how it must rock their world.

To inject urgency — showing that the impact is imminent.

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If you do this,you starta psychologicalchain reaction.And the effect is remarkable…

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If you succeed,the risk of inactionbecomes greaterthan the risk of action.

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This is worth repeating:

If you succeed,the risk of inactionbecomes greaterthan the risk of action.

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And when you reachthis moment,selling can begin.(But before you do, it can’t.)

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Contentthat sells,sells change.Hard.

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Content that sellscreates a receptiveprospect.One that’s not just ready but eager to hearabout your solution.Really.

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Content that sellsgets prospectsto contact your salespeople instead ofsitting around waitingto be contacted.And that is a wonderful thing.

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Six characteristicsof content that sellschange.

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It’s directand assertive.Short, clear and muscular.

Using 'you' a lot.

Looking the prospect in the eye.

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It starts withwhat the prospectalready knows.And builds from there.

You can’t start froma controversial premise.

Start with the obvious,told with a fresh spin.

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It’s linear.This is no time for browsing around.

Take the reader by the handand don’t let go till you're done.

Build your argument.

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It’s datadriven.But doesn’t let the dataswamp the story.

Data is support, not substance.

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It asks for the order.This is the bottom of the bottom of the funnel.

Close this thing.

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It makes now seem like the ideal time to act.If it’s an early market, sell the first-mover advantage.

If it’s later, show how they canavoid the pioneers' mistakes.

And always highlight the veryreal cost of delay.

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This kind of contentis more like selling and less like marketing.And it’s not ashamed of that.

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Go forth and sell.

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Go forth and sell change.The real, undeniable, significant and relevant kind.

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About VelocityWe're a B2B content marketing agencythat helps great companies disrupt markets.(Which is our idea of fun).

We write a lot about content marketing and you can find it all here.

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Thank you.