Content shows you care — Kelford Labs Daily
By showing you understand.
I talk a lot about “middle step” content. The stuff you make and publish that allows your prospects to convince themselves that you’re the right fit.
Instead of feeling rushed, instead of feeling sold to.
That might be video, that might be blogs and white papers, that might be podcasts or downloadable frameworks.
The idea is the same: It’s to avoid rushing your prospect so they don’t get frustrated and bounce away.
After all, you want them to feel connected, not like they’re a lead in a CRM or a KPI in a spreadsheet.
So how do you make that content? And what kind of thing do you make?
(Spoiler: You demonstrate your value at a distance.)
Think about it this way:
What are you currently doing that you could record, polish, and publish that shows you care about your prospect’s experience? That you acknowledge and understand their hesitation?
That you relate to their buying experience and want to make it easier, smoother, more fulfilling?
Maybe that’s merely articulating your process in greater detail, in a series of blog posts.
Maybe that’s taking your existing case studies and transforming them into simple videos that can be casually viewed.
Maybe that’s turning your internal frameworks and procedures into step-by-step templates that can be downloaded and shared.
The idea here is not to add a burden to you. It’s to remove a burden from them, your prospects.
By taking what you’re already doing and making it visual.
By taking the care you already have for your clients and prospects, and making it visible.
Reply to this email to tell me what you think, or ask any questions!
Kelford Inc. shows experts the way to always knowing what to say.
