Thanks for inquiring about my services.
When say that I leverage the power of story to grow their audience, increase traffic, and improve their bottom line, most people don’t have the slightest clue what I’m talking about.
That’s cool. Here’s what it means:
I write stuff that solves problems for your customers. In doing so, I demonstrate that you know what you’re talking about so that when your customers have a harder problem, they trust you to solve it.
It’s a little more complicated than that, of course. I have to work with you to figure out what to write. That’s going to involve learning about your customers, what problems you solve for them, and what entry-level problems you can help them solve for themselves.
Armed with that information, I’ll map out a strategy that establishes your authority in your niche by showing your potential customers how to solve those entry-level problems. I’ll educate your customers on what you do and how you can make their lives better so that when they have a bigger problem, they trust you to solve it.
So what’s with this story nonsense?
It turns out that stories are the most powerful force in the universe. Think about all the most important lessons you’ve learned in your life. Did your parents teach you to be a decent person by giving you a list of dos and don’ts? When you were learning about business, did someone just hand you a checklist?
Or did you learn your values by watching what your parents did? Did you learn business by looking at other people’s mistakes and swearing to do better?
You may not realize it, but learning by watching other people is learning through story. We do it constantly. We learn values by watching the people who raise us. We learn business by watching the people we work for and with, as well as the people we do business with every day.
Business schools—not to mention medical schools, law schools, nursing schools, and others—teach with case studies which are simply a special kind of story designed to focus attention on real-world problems. Heck, we even teach teaching with case studies.
We do it because it works.
That’s not just me talking, that’s science. More to the point, some of the biggest brands in the world spend their biggest ad buys telling stories.
Businesses used to be able to put a commercial on network television and reach the whole country. Aside from special events—like the Super Bowl—they can’t do that anymore, and ads during the Super Bowl can cost upwards of $5 million for a 30-second spot.
How does Budweiser spend those millions?
They tell a simple story about friends sticking up for each other. It’s the feel-good story of the summer condensed into 60 seconds with a logo tacked on at the end.
But the story ties into the product. When do we drink beer? It’s not when we’re alone; it’s when we’re out with friends having a good time. This sixty-second story about a puppy and a horse is going to give us good feelings about friendship. Sticking the logo at the end—when we’re at the height of good feelings—associates that brand with those feelings so the next time we’re out with friends and we see that logo, we’re more likely to buy Budweiser.
I Can Put That Power to Work for You
Sure, you don’t have $5 million to put on a Super Bowl commercial, but you’re not trying to sell 370 million cases of beer every year. You don’t have to reach everyone; you just have to reach the people you can help.
For most businesses, that means showing up on a Google search. It means having content on the web that solves problems while being optimized for SEO and social sharing. It means telling the world what you do and how you make your customer’s lives better.
That’s what I do.
Here’s What That Looks Like
Should you hire me, some of your content will be simple how-tos that help your customers solve simple problems for themselves. These are entry-level problems like fixing a leaky faucet, changing a tire, or making the perfect omelet. They’re common problems that are easy to solve if you know how and a complete mystery if you don’t.
When someone uses this content to solve a problem, they’re going to feel smart and they’re going to feel successful. They’re going to love that feeling, and some of that love will rub off on you. When they have a harder problem, they’re going to trust you to handle it.
Some of the content isn’t going to solve a specific problem, but show your potential customers how much better their lives will be if they buy your product or services.
It won’t be teaching them how to fix a leaky faucet; it will be showing them that if they hire you, you will get their plumbing project done on time, on budget, and with as little inconvenience as possible.
It won’t be teaching them how to change a flat; it will be showing them that taking your basic auto-repair class will make them more confident, save them money, and make their cars last longer.
It won’t be teaching them how to make an omelet; it will be selling them your cookbook with 25 great-tasting breakfast recipes that are healthier than the coffee and danish they usually have.
I’ll help you show your customers how to solve simple problems by themselves while showing them how much better their lives will be if they let you handle the big stuff.
Here’s Why it Works
Stories are fundamentally about solving problems. So are businesses.
Think about the last great movie you saw. Someone had a problem and went in search of a solution.
Now think of the last time you started doing business with someone new. Chances are, you had a problem and went in search of a solution.
That’s how you ended up reading this, isn’t it?
You want or need to grow your business and you’ve heard that content marketing might help, but you’re not a writer, don’t have time, and might not even know the first place to start.
So you went looking for help, found my site, and now you’re reading this. In a few more paragraphs, I’m going to serve up a call to action and ask you to contact me. I’ve brought you to my doorstep and I can bring your customers to yours.
Your potential customers have just encountered a problem you can solve. They’re the hero. You’re the mentor. I’m the guy that makes the introduction.
What I Can Do and What I Can’t
Before we get to that CTA, I want to manage expectations. There are things content marketing can do and things it can’t:
- I can’t flip a switch and triple your sales.
- I can’t sell something that’s useless.
- I can’t convert every site visitor into a customer.
- I can’t convince customers you value them when you don’t.
- I can’t manage your social media accounts or fix your website.
What I can do is help you grow a business that cares about its customers and believes in providing real value. I’ll do that by:
- Mapping out a content strategy that takes random strangers with a problem and turns them into highly-qualified prospects.
- Executing that strategy with content that is optimized for search engines and social sharing.
- Augmenting that content with sales pages, content upgrades, and e-mail autoresponders that turn increased attention into increased sales.
It will take time—several months at least—but if you provide real value to your customers, I can get you more of them. To do that, I’m going to need to know everything about what problems you solve, who you solve them for, and more.
So please, hit reply and let’s talk.