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I get told, “No one’s ever asked me that before,” a lot.
I try to take it as a compliment, and it’s usually said that way, but one will always wonder. The worst question someone’s ever heard is novel in its own way.
But the major reason I hear this a lot is because I ask a lot of questions.
Because that’s how I create a lot of content.
We make marketing messages for our clients, and for most of them that includes social media posts, blogs, newsletters, videos, and everything in between.
And, buddy, that machine’s gotta eat.
Primarily, it eats the novel insights from my clients, hard-won from years of work in their field, constant learning, and endless improvement. I just get them to talk about that, so I can turn it into marketing content.
Because the best content demonstrates value by delivering it. It makes itself valuable by making itself useful.
And to be able to always know what to say, in a way that delivers value, we need to know what to ask.
So, today, I’m going to ask you a few of the questions I’ve recently asked my clients that they’d never been asked before. And then I’ll tell you how it can help you make marketing content.
Question 1: “Take me through a regular day. What are you doing, moment to moment, and what happens that would make it a good day? And what happens that would make it a bad day?”
The answer to that question is currently fuelling a week’s worth of social media content for a client. Because that information, the insights into how you work and why you work that way, tells your ideal clients that you prioritize and value the same things they do. Because it shows up what you do all day, every day.
Question 2: “If you could teach every single potential client one idea, technique, or process to make their jobs or lives easier and more effective, what would that be?”
You do the work you do because you believe it helps. But anyone can promise to be helpful, and most people merely do. But how many are? The way to create trust is to make a promise and keep it, and you can do that with your content. Tell your prospects what you intend to teach them, and then do it, and they’ll get comfortable enough to take a step closer.
Question 3: “What’s one thing that everyone else in your industry seems to do that you don’t do, so you can focus on doing something they can’t?”
You’re trying to do something for your clients that no one else can, because they don’t have your unique mix of skills, experiences, and interests. Right? But here’s the problem: No one believes people can simply do more than everyone else and still be good at all they do. The mind eschews a buffet. So we must choose, and we must demonstrate that choice in our marketing content.
If you’re wondering what kind of content to create to demonstrate your unique value, start by answering those questions.
Because within those answers are your values, your priorities, your tradeoffs.
Which is exactly what your best clients want to hear about.
Even if no one’s ever asked you before.
Kelford Inc. shows you the way to always knowing what to say.