BRX Pro Tip: Turning Content into Clients
Stone Payton: Welcome back to Business RadioX Pro Tips. Lee Kantor, Stone Payton here with you. Lee, today’s topic, turning content into clients.
Lee Kantor: Yeah, this is something that everybody, you know, hears about and talks about, and there’s so much content out there, and we’re just kind of buried in content. But the reason why so much of it’s out there is because you have to be doing some of this to keep your brand ubiquitous in the minds of your potential clients, because ultimately, you want to create a business where you’re attracting people towards you instead of chasing them individually. So, you want to be attracting, not chasing.
Lee Kantor: So, in order to do that, you’ve got to create content that speaks directly to your ideal client. They have to believe that you understand their challenges, their goals, and understand what’s stopping them from hiring you. So, you have to address these things head-on in whatever content form you’re using: blogs, videos, social posts, podcasting. Whatever it is you’re doing, you have to be creating some content that’s going to build trust and credibility before they call you.
Lee Kantor: Number two, use storytelling. That kind of demonstrates the impact that you can have on somebody. Showcase client success stories. Use case studies that let prospects kind of envision their own results through the solutions that you provided to other people. People buy outcomes. They are not buying a service or a product. They want the result. They do not care, really, how it gets there.
Lee Kantor: And number three, you want to have in each piece of content some clear call to action that encourages engagement. You have to invite a conversation that has to be a dialogue. It can’t be a monologue all the time. So, you know, have things that are some call to action, whether it’s a free consultation, a webinar, some resource they can download, because you want to slowly move that prospect towards some sort of a discovery call. Attract clients by becoming their go-to resource, so they come seeking you rather than you chasing them.
