By the Ocean
Partly Cloud 75 Degrees
6:21 a.m.
Selling happens slowly, buying happens in a blink.
The issue is you never know exactly when the sale gets made. It happens inside the buyer at some time, some place, often long before money changes hands.
If you insist on a timeframe for the sale, you become a salesperson in the mind of the buyer.
If you are smart enough to engineer sales instead of make them, you remain a trusted advisor in the mind of the buyer.
This is why experts publish. Because a body of work is a system that, when strategically focused and structured, can create miracles.
This is why experts don’t create “content.”
Content is meaningless filler that creates zero impact. Content has not context. Content has no strategic purpose other than to fill a hole and compete for attention.
“Content” is what the 21 year old is making when he fills the pool with plastic balls and jumps in from the second floor window of the house.
If “content” is what you do, I’d stop. And I would never again think of anything you create as an expert as “content.”
Because content is now the hallmark of the average. And average doesn’t attract success. In fact, it actively repels it.
Even worse, playing the “content” game tends to lead to focusing on a long list of things that don’t necessarily lead to the ultimate goal you want to achieve.
“If only I could get 500K views on my video, THEN I’d make sales.”
Or not…
“If only I could generate 40K clicks and a big helping of ‘engagement,’ THEN everything would work.”
Maybe…
If you want to play that game, go ahead. I find it tiring and a big race to the bottom. Just look at everyone doing it. THAT ALONE should be enough of a clue to stay away.
What can you do instead? Get creative and figure out a way for your publishing to show up in the life of your prospective buyers where they LOOK FORWARD TO RECEIVING IT.
If you can get THAT, everything is possible.
Never forget, selling is an art. It is not the act of bludgeoning people over the head.