Website design By BotEap.comWhat do I mean by content marketing strategy?

Website design By BotEap.comFirst, you must know the goal. What is the OBJETIVE? The goal is to attract specific prospects to you. The popular internet jargon for this is generating traffic. But driving traffic reminds me of the old westerns I used to watch as a kid. There would be 1000 head of cattle on the plains, and the cowboys would ride everywhere and force them through a small opening into a corral somewhere. And I don’t think that image is too far from reality, right? If your idea is to find techniques that attract masses of people to your squeeze page, they are really nothing more than virtual cattle.

Website design By BotEap.comObviously, your prospects are much more than that. They are real people with real problems. They want your help.

Website design By BotEap.comThat means you want to attract them rather than push them. In other words, it would be something they want to do, rather than something they feel they have to do.

Website design By BotEap.comWhat do you think makes you attractive to your potential client? The short answer is that it is your experience. They want to know that you can solve their problems more effectively than anyone else in the universe. In fact, that is what they are looking for. They are looking for an expert. That means if you want to be chosen, then not only do you have to be the expert, but you have to be seen as that expert.

Website design By BotEap.comI want to be sure that you understand this distinction, because it is fundamental.

Website design By BotEap.comYou are certainly already an expert. You can even be the best in the world. But if no one knows that you are, then you are no more effective than the person who is not. You have to be the expert, but you also have to make sure they know it too.

Website design By BotEap.comIn fact, they need to feel that you are the expert they were looking for.

Website design By BotEap.comLet me give you an example:

Website design By BotEap.comThere is a standard rule for writing fiction. It says: show, don’t say. Counting means what it says. Just give me a fact.

Website design By BotEap.comOne of the most famous examples of how not to do this is contained in this sentence. It was a dark and stormy night. This is a cliche among people who write fiction. I’ve seen it in books before. Apparently this was a sentence or something inexperienced fiction writers used to put there. And it has become so common that we refer to it all the time. It’s a bit like saying that when we teach people online, we say, look, if you want to train your dog, it’s that kind of thing. It is a very common example that occurs when teaching internet marketing. And of course, hardly anyone wants to train their dog. And fiction writers know that starting their book, which was a dark and stormy night, is probably not a good idea.

Website design By BotEap.comThink about it. You read a statement, “It was a dark and stormy night.” That sentence begs the question. How do I know it was a dark and stormy night?

Website design By BotEap.comThe answer is, you just told me. Show, on the other hand, describes what happens in such a way that you feel it. You draw that conclusion. I don’t have to tell you because it has involved your emotions. So, for example, instead of saying the night was dark and stormy, you could say it was a moonless night, you’re ankle deep in water, your hat exploded, and the rain stung your face like icicles. That is showing. When you read that, it makes you want to sit a little closer to your fireplace, or pull the blanket a little more over yourself.

Website design By BotEap.comI’m sure you’ve seen websites that tell you how cool and wonderful the site owner was. They all say that they care about customers, that they are passionate about what they do, that they are there to serve you, that they adhere to the highest standards, strive for quality and everything in between. But all they are doing is telling you. And none of us like to be told anything.

Website design By BotEap.comIt is well known that the best way to get someone to do what you want is to make them think it was your idea. And one way to do that is by showing them the facts and then letting them come to their own conclusions. That’s exactly what you do, that’s exactly how you show your experience to your prospects.

Website design By BotEap.comYou prove it by doing what the experts do. Then when your prospects see what you’ve done, they conclude that you are the expert you claim to be.

Website design By BotEap.comBut they will never believe it if you tell them.

Website design By BotEap.comYour content marketing strategy helps show your prospects that you are an expert so they can draw the conclusion themselves.

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