Content that moves them closer — Kelford Labs Daily
Is insightful and comfortable.
Prospects start “Far” from our business: They have a need we can help with but they don’t know who we are yet.
The content we provide at that “Distance” is informational and makes it easy for them to take one step closer. Like, for instance, by visiting our website, reading our content, following us on LinkedIn, or taking some other form of action.
Once they’ve done that, they become “Close” to us.
But they’re still not quite ready to buy.
All they currently know is that we do the thing they need done. They don’t know that we’re the right business to do it for them.
So at this distance, our job is to make them comfortable taking one step closer.
Our content at this distance (in our newsletter, our blog, on social media, in our conversations) is all about providing insights that demonstrate our tradeoffs.
What I mean is, prospects at this distance want to know we share their priorities. So we need to show them what we don’t do, and why, so they know that what we do do is done exactly the way they want it.
This means we can’t just have informational content. We need insightful content.
We need content that shows we’ve done this before and we’ve learned from it. That we’ve made choices that allow us to do things uniquely well for our very best clients.
We need content that demonstrates our abilities and our priorities so that our prospects are comfortable taking the next step closer:
Going from Far, to Close, to right Here.
At which point, they need another type of content that we’ll talk about next week!
Reply to this email to tell me what you think, or ask any questions!
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