A client emailed us excitedly the other day to let us know that one of the newsletters we’d written on their behalf had gotten them a strong lead for their premium-priced service offering.
This is a significant potential purchase, in the multiple tens of thousands of dollars.
What I noticed first, though, was that the prospect mentioned they’d been subscribed to the newsletter for a while. It took months of content before they finally reached out.
Which is a reminder that your content can be working, invisibly, without you knowing.
People don’t reach out the first time something catches their eye.
It can take weeks, even months, of getting comfortable before they’re ready to talk.
The question is: Do you have content to support that journey?
Or does your website require them to buy now, or never?
How are you keeping potential leads interested, engaged, and onboard with your perspective and position before they’re ready to purchase?
That’s what “middle step content,” like a newsletter, provides: A path to purchase on the buyer’s schedule.
Instead of asking them to buy right now, or do nothing at all.
Kelford Inc. are content marketers for expert advisors. If you’re struggling with what to say and where to say it to attract your ideal clients, we’ll show you the way.