This week’s question from my portal “The Neagle Code: Directions for Life” comes from someone who wishes to remain anonymous.
I’m creating content, but it’s falling on deaf ears. I’m making offers in that content, inviting people to reach out if they want help, but no one’s responding. I’m not getting enough sales conversations.
How should I approach creating content and giving people value?
People don’t buy content. They buy solutions to problems. It doesn’t matter what the content is—they never buy the content.
Either you’re not communicating the value of the solution to the right client, or you’re not doing it enough.
In your content—as well as in your sales conversations—you need to help people see what’s causing their problem. Then position your product or service as the solution.
You can’t expect people to see the solution just because you put content up.
You need to mentally walk them through identifying their problem—and link it to the fact that if they do business with you, they’ll get the solution. Then they’ll want to take it further or have a phone call with you.
When I started my business, I didn’t do any marketing or copywriting. There was no social media back then. All I did was cold calling.
On the phone I’d say, “Hi, my name is David Neagle. I’m a success coach. And I want to talk to you about your business.”
They’d say, “What do you want to talk about?”
I’d say, ”Well, I help you fix problems in your business. What problems are you currently having right now, that you’re having trouble fixing?” That was it.
They’d tell me about the problem they were having. I’d talk about their problem. I’d show them, “Here’s what’s causing your problem.” The solution was to buy the seminar, the coaching, or whatever I was selling at the time.
I never told them how to solve the problem. Instead, I helped them understand what was causing the problem.
I said, “Here’s the cause of the problem. Here’s what needs to change in order for you to get the solution.” But I didn’t them how to change it. I linked my product or service to the solution.
Here’s another thing. In your content, people don’t necessarily care about what YOU love. Instead, focus on identifying the specific problem they’re having. Make them realize what the consequence of that problem is. And the solution is to buy your product or service.
You have to articulate it correctly.
Here’s an example. If somebody told me they were having a problem with sales, I’d ask, “What’s the problem you’re having in sales?”
“Well, I’m having these conversations, but nobody’s buying.”
I’d say, “Do you know what’s causing people not to buy?”
They’d say, “I think it’s my product” or, “People don’t seem to be interested.”
I’d say, “It’s not the product—it’s the conversation. You’re not influencing them to get to the position where they want to buy from you. Until you learn that skill, it won’t get any better. I don’t care what you’re selling—nobody will buy your product if you can’t influence them.
For them to solve that problem, they’d need to buy my sales program.