Why am I writing about content creation to a whole bunch of sellers?

Because I’m all about leverage.

I’m always looking for ways I can leverage forces greater than me to achieve my goals – bigger and faster.

In the past few years, I’ve learned that creating high-quality content = massive leverage.

The results have been life changing.

Here’s something I don’t like to admit:

Three years ago I was an almost-over-the-hill B2B sales rep.

But fortunately today I have a thriving coaching practice, professional community and advisory roles at cool startups.

I haven’t made a single outbound call or email since I started my business three years ago.

Now my one-person business does over $30k in MRR.

And a lot more with one-off engagements.

All of this was made possible by learning how to write and using that skill to earn an audience on my chosen platform, LinkedIn.

It’s not the silver bullet, but it is the biggest bullet in my business efforts.

I’m spending some time detailing the benefits because I genuinely want you to learn this skill (and I have nothing to sell).

From your position, learning the skill of how to create quality content that can be distributed to an audience you care about can:

• Put you on the map.
• Help you sell a ton of product.
• Help you gain the attention of people of capacity.
• Put you in control of your own destiny – permanently.

But in my experience, the #1 benefit of creating great content is that it creates inbound leads.

Every week I get emails like this:

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The story is almost always the same. The requests come from managers or executives who own budget and/or projects. When I have a call with these inbound requests, they say something like:

“I’ve been following your content for some time now, it’s great because (point 1, 2, 3). We have a ____ problem and I’m wondering if/how you would work with a company like us.”

There are a few questions about the form factor of how I could help, no questions about my background or how I’m better/different than any alternative solution and rarely any questions or pushback on price.

The second benefit of creating high-quality content is sharing.

People share what they find valuable.

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Sharing does two things:

1. Increases Reach

If you distribute your content on a social media platform like LinkedIn, then you are at the mercy of its algorithm to spread your work across your audience.

But when people share your content, that can multiply the number of who becomes aware of it.

2. Cements Your Credibility

When someone you know and trust forwards you a post, article or video, what do you think? When that happens to me, I become curious and open-minded. I will definitely open it and at least skim with a greater amount of attention than any ol’ thing that hits my feed.

Why is that?

Because when something (or someone) is introduced to us from someone we know, we are positively pre-framed to that thing to the extent that we know, like and trust the introducer.

Sharing content leverages years of existing relationships and shared experiences which increases the perceived value of the thing being shared.

So that’s why creating valuable, share-worthy content is a huge goal of mine and if you want to punch above your weight in the world of business, you should be in the content game as well.

So that’s the “big why” of content creation.

Now let’s move to what kind of content performs like an olympian.

There are many themes in content creation, but my go-to categories are:

• Inform
• Relate
• Inspire
• Share secrets

Inform:

This is where you teach something. A tactic, a list of superlatives, a good/bad or old/new comparison.

Relate:

Here is where you address a powerful sentiment which is felt deeply across your audience. They respond with a sense of, “yeah, I feel that way too!”

Inspire:

Call your audience to a higher purpose or level of performance.

Share secrets:

There is nothing as compelling as being brought into confidence to share a valuable truth which most haven’t had access to.

Here are four simple things to remember:

1. You can punch above your weight in the world of sales and business by creating high-quality content.
2. The #1 benefit of creating great content is that it produces super-qualified inbound leads.
3. Share-worthy content expands reach and cements your credibility.
4. The four categories of content that have huge success are: Inform, Relate, Inspire, Share Secrets.

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Three Ways I Can Help Enterprise Sellers:

1. Score a free copy of my book, Mega Deal Secrets.

2. Apply to the Enterprise Sellers Community.

3. Book a strategy call to see if you are a fit for my ten-week Mega Deal Secrets Masterclass.

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