Get Customers. The new eBook released by co-authors Joe Palazzo and Newt Barrett teaches readers how to use content marketing, like Best Buy, Mindjet, and Thomas Net, to drive business on the Web. Bonita Springs, FL (PRWEB) October 15, 2007 -- Co-authors, Joe Palazzo and Newt Barrett are riding the newest tidal wave to hit the marketing industry - content marketing. The duo recently released an eBook, Get Content. Get Customers. This shortened version of their soon-to-be-released book explains why and how businesses must make dramatic changes in how they approach current and future customers on the Web. Palazzo and Barrett, explain why a new form of marketing is needed, "The buyer can find everything they need to make informed purchasing decisions on the Internet. They don't need to rely on old-fashioned marketing collateral nor salespeople to educate them about products." They went to say, "Today, businesses that market only through traditional means ignore the importance of the fundamental changes in buyer behavior that make compelling content so critical to the decision-making process." Today, businesses that market only through traditional means ignore the importance of the fundamental changes in buyer behavior that make compelling content so critical to the decision-making process. Palazzo and Barrett recommend the use of content marketing strategies to woo this new breed of buyer. They suggest providing frequently updated content that is both relevant and compelling as an essential tool to attract and retain loyal customers. The eBook, Get Content. Get Customers. is designed as a concise and practical guide to the brand new world of content marketing. Readers can expect to learn the following: The 3 reasons traditional marketing isn't working Content marketing is the biggest industry you've never heard of What content marketing really is and why it is important Why you must now think like a publisher today The 11 biggest benefits of content marketing The seven deadly sins of content marketing What Best Buy, Mindjet, and Thomas Net are doing to drive business through the use of great content? What specific methods you should use to implement your content strategy now The eBook, Get Content. Get Customers. Is available for free download at The greatly expanded print version will be available in January 2008 from Voyager Media, Inc. Joe Palazzo is chief content officer for Junta42 a content marketing/custom publishing search portal. Newt Barrett is the founder of Succeeding Today and chief content officer for the Web site, ContentMarketingToday and the online content marketing resource.
When talking about their business, most solo-preneurs make the mistake of describing exactly what they do, in boring detail. "My company has been in business for X number of years and we use the newest technology systems. We use a complicated series of... blah blah blah." Many coaches and consultants talk about coaching ad nauseam, "What is coaching, are you coachable, what is your coachability index, who is the coach, blah blah blah".
I know, because I did it too in the beginning and it didn't work.
Hate to say this, but... SO WHAT! Nobody cares! When I hear someone talk to their prospects this way, it sends up a big red flag for me: these people don't really KNOW what they DO for clients and they're losing potential clients every time they open their mouths and every time someone reads their materials! The problem is that they're clearly not connected enough to their client base to see what real benefits they bring their clients.
There's a saying that goes "People don't care how much you know, until they know how much you care." And until you can tell someone what's in it for THEM to work with you, they won't pay attention to you or what you're saying.
Now, there's nothing wrong with you if you've been doing this, but it's something that you'll want to work on quickly so you don't let any more ideal prospects slip through your fingers. It just takes asking yourself what you really DO for clients, what results and benefits you get for them and then to articulate that so that a prospective client looking for that solution will want to work with YOU.
Let's look at exactly what your ideal prospects are motivated by: The Motivators. Below is a list of the top 10 reasons, results or benefits that make people buy, according to Jim Edwards and David Garfinkel in the ebook entitled "Ebook Secrets Exposed" www.EbookSecretsExposed.com that I read a bazillion years ago:
Here, according to them, are the most powerful motivators:
Make mo-ney Save mo-ney
Save time
Avoid effort
Get more comfort
Achieve greater cleanliness
Attain fuller health
Escape physical pain
Gain praise
Be popular Now, not every one of these fits your business, and most likely, yours fall into the top 4 motivators, unless you're in healthcare or image, then it usually falls within the last 6. Either way, it's time for you to narrow yours down into motivators from the Top Ten list above.
What's so powerful about using "motivators" in your marketing is that you position yourself as their ultimate SOLUTION, the one they would do anything and pay relatively anything to get. When you can show prospects how you can help them achieve one of them, they'll immediately pay more attention to you.
They'll want more. You'll PULL them in. They'll call YOU, as opposed to you chasing THEM. It's such a beautiful thing to watch when that begins happening in your business.
Your Assignment:
Circle the motivators that fit your business from the list above and then list an example of how this has already happened using real client examples. Then, sprinkle this throughout all your marketing materials, your elevator speech, your website, your signature talk, etc. You'll have people coming out of the woodwork wanting to work with you and your income will increase dramatically, in a very short time.
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