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As a consultant, you know that your clients hire you for one primary reason. You get the job if and only if they're confident that you'll be able to help them get the results they're looking for.
But behind that simple phrase lies a complex decision. You may tell them how good you are at what you do and promise to hit their deadlines and deliver the benefits: but you would say that, wouldn't you?
You might have a raft of testimonials from happy clients. But so does every other consultant they speak to. How can they be sure this will work for them?
You might even throw in a guarantee. But getting their money back isn't much consolation when a mission-critical project goes down the pan.
At the end of the day, the critical factor in whether a potential client hires you or someone else is their level of confidence in whether you'll get the job done and get them the results they need. And that's where content marketing can be so powerful.
We all know the power of content marketing for lead generation: attracting potential clients in the first place. Share great content that provides valuable information in the areas where your potential clients have pressing problems, big goals or burning ambitions and you'll get their attention.
But content can be even more powerful when it comes to nurturing relationships.
So great content isn't just about lead generation - it's also your key to building credibility and trust and getting yourself into pole position to win a client. It's all about building the confidence they need to be ready to hire you.
Do you know what your ideal clients need to "know and feel" to be ready to hire you? Do you have a plan in place to "prove" those factors through content marketing?
If not, it's time to get your thinking caps on because content marketing is so much more than just lead generation.