Content marketing and personal branding are on the rise. Publish! Publish! Publish! Publish on your blogs so that your content is referenced on Google. Publish on other sites to reach new audiences. Publish on social networks to be more visible …

The result is a general cacophony. Who borders on indigestion.

  • Daily lives in shambles on Facebook, Instagram, Google Hangout, Périscope. Floods of mails. “Irresistible” titles to make you want to click. Hypnotic videos. Magnetic capture pages.
  • But rarely content to match. Content that stays in your head. Because he would have inspired you. Show your problem from a different angle. Get a little closer to the solution you’re looking for. The envy you want to materialize. The person you want to become. Is not it ?

Don’t be fooled by technology, the webosphere is an old-fashioned bazaar

  • The advantage of this virtual bazaar is that the web is just becoming an old-fashioned bazaar. Noisy. Colored. Traditional.
  • Like when the business relationship was much more than a financial transaction. Until the industrial era cut off its 2 main pillars: conversation, and relationships.
  • Necessarily, after a few decades of mass consumption and communication, we missed it. And we come back to it. By interposed screens. Smoke screens finally: The Internet is a table for two.

Because as customers, and as sellers we want and need to be, to have, and to do better.

We are not depressed that the economy is in depression. It’s the economy that’s depressed because we’re depressed.

– Marianne Williamson

Communicating can no longer rhyme with producing content per kilometer.

  • Communicating can no longer rhyme with producing content per kilometer. Selling can no longer rhyme with interrupting, annoying.
  • Our mailboxes are overflowing. Our Twitter and FB feeds are full of ads. Just like our magazines. Radio broadcasts. TV. The walls of our cities, too.
  • What a phenomenal mess! Because we like to buy. We like to consume. We like to find solutions, to concretize what makes us want. But when the com and the published content focus on encouraging us to consume, consume, consume we are pointing. Because you can sense something is missing. We lift our noses from this frenzy and we wonder…

Why ?

  • Why read dozens more tips when we already read them elsewhere, and not yet applied? Because it’s free? But our days and nights are already so short!
  • Why buy? Because there is a promo? Because it’s cheaper than across the street? Because we haven’t found anything better yet? Because the product, the service, the training are available in limited quantities? Or until a deadline?
  • We can say “No, it’s good, I publish interesting content, I give lots of free advice and everything. ” But is this content worth reading, watching, listening to? Or not ?

“There is no point in shouting louder than the others if you have nothing to say. There’s no point in spending hours identifying the right person if you have nothing interesting to whisper in their ear. ”

– Fred Cavazza

So what is interesting content today?

  • In short ? Interesting content is content that sells the future. That is to say your vision of the future of the person who reads.

Do you know where is the difference between your reader, visitor, subscriber and when he becomes a potential customer? Do you know what has changed, what has shifted, where it has progressed?

  • It means knowing him on the fingertips of course. Know what’s really going on in his head. To guide him from there. Bring him closer to you, to the vision you have for him, step by step.
  • As long as one piece of this puzzle is missing from your content, even if it is of quality, when switching from free to paid, we run up against the following objections: no desire, no time, no need, no money (Alexander Green)
  • It can be objectively true. But it’s rarer than you think. In reality, even your future favorite customer can quite put these objections out there when he is potentially the right person! He / she blocks only for reasons that concern him and that he didn’t get it right, if at all.

For example ?

  • He / she may have misidentified his basic problem. Help him understand that, and there you have content worth reading, commenting on, sharing.

Depending on your activity, maybe he thinks he needs more traffic when you see the problem elsewhere, in the ergonomics of his site. Maybe he thinks he needs to redo his site when you see a problem with his editorial strategy.

Maybe he thinks he needs to create new offers when you identify a positioning problem. Maybe he thinks he needs FB ads but you notice that he doesn’t know his target well enough.

  • Ask yourself : which problem or which aspects of his problem has not yet been correctly identified? What preconceptions prevent him from moving in the right direction?

The biggest obstacles for each of us are inside of us. Consequences of what we have learned, tested, heard, already done.

The biggest obstacles for each of us are inside of us. Consequences of what we have learned, tested, heard, already done.

  • Analyze : given what they have already tried, what they know, and the advice already published elsewhere, beyond the questions they ask themselves, which ones should they ask?
  • Then choose your subjects according to what you want to “reprogram” for your readers, your subscribers. What you want them to see, understand, think, feel.

We can do better than adding noise to the ambient hubbub of the web

Together, we can use the new possibilities, the new evolutions of the web to redo the commerce a great adventure.

“The real salesperson is an idealist, and an artist”

– Alfred Fuller

Entrepreneurs of a new web, it’s up to you.

Inhale. Guide. Impact your readers, customers, subscribers.

One mail after another.

One article after another.

They will thank you.

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