When it’s time to get your content marketing done, where do you start? Where does that LinkedIn post come from? How does the newsletter get written?
Where do you find the words for your homepage?
It can all feel so scattered, like a series of one-offs that don’t work together, and don’t obviously lead from one message to the next.
But there is an order you can follow. A process for getting started with the right message, in the right place.
Our Marketing Rangefinder breaks marketing down into four distances.
And each of those distances can be simplified into just one or two sentences, because at each distance, you’re only trying to do one simple thing:
Give your prospect what they need to hear to take one step closer.
Let’s go through each distance, and I’ll use us at Kelford Inc. as an example:
1) FAR: People who need you but don’t know you
What you say: What you do, simply and clearly, making it easy to get one step closer
Example: We give you the words to say in your marketing content, and you can start learning the way by subscribing to our newsletter
2) CLOSE: People who know about you but haven’t bought yet
What you say: What you don’t do so you can overdo where it matters most to your prospect
Example: We don’t weigh you down with lists of tactics you already know how to do, so we can focus on showing you how to know what to say at every opportunity
3) HERE: People who’ve just bought or are in the process of buying
What you say: Notice what they’re measuring first, and show them that they’re already achieving it
Example: Your marketing content is already moving forward, faster than before, just by starting this process
4) CONNECTED: People you’ve worked with in the past
What you say: Remember the experience you had, and wouldn’t you like to share it?
Example: Now that you know what to say, let me know if you know someone else who needs to know the way
It really is that simple, and sequential.
Start with your Far message, and then connect it to your Close one. Get curious about how your best customers experience and measure your value at Here, and then give your Connected audience those words to share with others.
That doesn’t mean it’s easy, and the creative work of making your messages memorable is still ahead of you once you know, broadly, what to say.
But by thinking about your prospect in terms of the distance from your company, you’ll always know what they need to hear to take one step closer.
On June 30th, I’m hosting a LIVE Q&A session and walkthrough of our Marketing Rangefinder framework.
Spend an hour with me and a few fellow entrepreneurs and expert advisors as we talk through how to know what to say in your marketing, your messages, and your content.
RSVP here, and feel free to send this to a friend or colleague who’s struggling with what to say.
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.