A lot of people will dismiss content creation as an amazing way to draw in clients because (in their words) “Build It and They Will Come isn’t a strategy.”
But actually – IT KIND OF IS.
When you build/create something amazing, it can’t help but get shared around via word of mouth.
I’m sure you have a favorite content creator who has such hard-hitting stuff that you’ve told other people about them.
Maybe you even found out about that person via someone forwarding/sharing one of their posts, emails or videos to you.
Now, I’m all in favor of taking strategic and proactive action to get more people to know that you and your content exist.
In my world, that often looks like sending friend/connection requests (and there are many ways besides that – I just don’t happen to use them).
But only some of my clients/followers (probably about half) find out about me/my work that way.
The rest are people who started following me because someone else recommended they do so – because that “someone else” really liked what I shared in my content.
Quite a few of my paying clients have been people who initially found out about me via a friend/colleague sharing one or more of my posts with them.
Recently, a gentleman who follows my posts but has never hired me (or spoken to me 1-on-1) told me that he’s recommended tons of people follow me because he can tell from my content that I’m really good at what I do.
He isn’t the first to tell me that, either.
Clients of mine who use my content creation methods see this kind of organic growth all the time too.
So let’s be honest here. Creating amazing, epic stuff IS a strategy.
In fact, if you think about it, it makes a ton of sense to first spend as much time/effort as you need to spend to make sure your content is epic – and only after that, use the time you have left to work on efforts to get people to know about it.
Very few people have content that is as epic as they think it is.
I don’t say this to insult anyone – it’s just reality.
If I could define in one word what makes content epic, I would say INSIGHTFUL.
I mean stuff that truly lets people understand, at a deep and detailed level, what is causing their problem and what it will take to solve it.
Using on-point examples, clearly defined terms, stories, analogies, and all the things that we’ve all experienced from our best mentors and teachers over the years who truly helped cement a concept into our heads in a way that we could actually use it to get a result.
If I look back at the early years of my business, NO WAY was I writing that kind of content.
Because all the conventional wisdom said that that kind of stuff was to be saved for your paying clients and that if you shared too much of it, no one would hire you.
But also – attracting and enrolling clients was a huge struggle, because most people I spoke to were doubtful that I had any new insight into their problem.
And I don’t think that’s a coincidence. My content was boring and bland and did not share any real insight – other than one-sentence things that I didn’t unpack in a way that showed I knew what I was talking about – so it’s not really surprising that few saw me as any kind of expert.
When I started letting my most epic stuff fly, the exact OPPOSITE of what everyone said would happen, happened.
I blew up my business, started creating high-ticket clients left and right (who had no objections and didn’t even need a sales call to know that what I offered was right for them), started getting tons of people organically following me, earned over $900k in a few years with only a few thousand dollars’ worth of expenses per year, had people start asking me to create a certification program so they could re-teach what I did to their own clients… and more.
Life became more amazing than I ever could have dreamed was possible.
If you think about all of this, it actually makes perfect sense.
Take a closer look at the folks who are saying “Build It and They Will Come isn’t a strategy.”
Is THEIR content absolutely epic, in the way that I’m talking about here?
Usually not.
And as they are telling you that content creation isn’t a strategy, are they trying to sell you some other strategy?
Usually yes.
You do the math. 😉
If you love creating content and are tired of hearing that it can’t work – welcome to my world, where it not only works, but works better than anything else I’ve ever tried.
(I’m speaking to my own experience, of course. If you’ve used another method to get the same kinds of results I’ve gotten, or better, then more power to you!)
If you have a ton of insight on the topics you’re an expert in, and great client results, and want to work with me to see how to shift your own content to be the “epic” kind (and it may already be quite close – I just walk through a blueprint to make the epic-ness more organized, explicit, and easy to follow) – my introductory 1-on-1 offer is a 30-day private intensive.
We not only shift your content, but we also write offer descriptions (as posts by themselves) and CTAs that make every post a client-generating opportunity.
Epic offers are a topic for another post 😉 but I love helping people create these too – particularly writing them up in a way that potential clients can easily take in, understand and say “yes” to (sometimes before they’ve even spoken to you).
DM me on Facebook if you’re interested in being a client in the 30-day private intensive.
More information here.
If you’re interested in having permission to re-teach my methods to your own clients, I now have a certification program for that.
DM me on Facebook if you’re interested.
More information here.
Now I would love to hear from you, as I’m fascinated by all of these topics and people’s experiences with them. 🙂
What’s your opinion on the whole content creation debate?
Have you seen good results from it?
Have you seen good results from the alternate strategies that people push when they don’t like content creation?
I’m here for it all. 🙂