OUR BLOG

SALES

Five Strategies For Midsize Service Firms To Break Through Revenue Plateaus
How Pro Service Firms Can Fix The ‘Drop Everything — Chase Money’ Problem
Prospect, Originate, Navigate: How To Fill Your Professional Service Pipeline
To Grow Your Mid-Size Professional Service Firm, Think Carefully About Your Promise
How To Sell Professional Services Today – Part 7
How To Sell Professional Services Today – Part 6
How To Sell Professional Services Today – Part 5
How To Sell Professional Services Today – Part 4
How To Sell Professional Services Today – Part 3
How To Sell Professional Services Today – Part 2
How To Sell Professional Services Today – Part 1
How Mid-Size Service Firms Can Acquire Great New Clients On LinkedIn
Five Ways The Consultative Sale Improves Profits
How To Win The Complex Service Sale Consistently
Do You Choose Clients Or Do They Choose You?
How To Market & Sell Professional Services Today
How To Break The Grip Of Rainmaker Culture
How Content Impacts The Service Sale
How To Know When Prospects Are Ready
How To Pull Prospects Into Conversations
Nurture Organic Relationships Online
How To Build Relationships With Jaded Prospects
Do Prospects Want To Buy Or Be Sold?
Close Deals Faster Using Proof Statements
How To Get Mindshare With Busy Decision-Makers
How To Get Great Prospects Leaning In
How Digital Marketing Creates Sales Funnel Velocity
Digital Marketing Perfect For Complex Sales – Part 2
Digital Marketing Is Perfect For The Complex Sale
Your Best New Client Is Looking For You
Why Service Firms Should Focus On Ideal Clients– Part 3
Why Service Firms Should Focus On Ideal Clients– Part 2
Why Service Firms Should Focus On Ideal Clients– Part 1
Do This to Fill Your Sales Funnel
What You Must Do To Acquire New Clients
An Audience Of One
How to Attract New Ideal Clients
Are You A Content Marketer Or A Thought Leader?
Consider The Source: Theorist Or Practitioner
Why Pain Points Are Not Enough
Quick Or Deep Content: Which Is Better For Professional Service Firms?
Most Leads Are Not Ready To Engage – But They Will Be

MARKETING

How To Market Managed Services - Part 3
How To Market Managed Services - Part 2
How To Market Managed Services Today – Part 1
Why Service Firms Need A Multichannel Digital Marketing Strategy
Does Your Website Attract Ideal Clients?
Why Service Firms Need The Ultimate Digital Marketing Stack
The Myth Of The Time-Starved Service Buyer
Do You Choose Clients Or Do They Choose You?
How To Market & Sell Professional Services Today
Why You Need A Generous Brand
How Content Impacts The Service Sale
Are You Measuring Your Time Funnel?
How To Get Mindshare With Busy Decision-Makers
How To Get Great Prospects Leaning In
How Digital Marketing Creates Sales Funnel Velocity
Five Digital Marketing KPIs
Can Service Pros Over 40 Succeed In Digital?
Do Your Users Experience Content Regret?
Content Registrations Are Not Enough
Is Your Website Open For Business
How To Build A Great Digital Marketing Plan
Digital Marketing Perfect For Complex Sales – Part 2
Digital Marketing Is Perfect For The Complex Sale
The Value Of An Idea Driven Website
A New Website Won’t Bring You New Clients
Do You “Get” Digital Marketing? – Part 2
Do You Get Digital Marketing?
Who Benefits From Your Content?
Lead Nurturing Versus Content Marketing
Your Best New Client Is Looking For You
Make Your Website A New Client Driver
Why Service Firms Should Focus On Ideal Clients– Part 3
Why Service Firms Should Focus On Ideal Clients– Part 2
Why Service Firms Should Focus On Ideal Clients– Part 1
How To Get The Greatest Value From Content Marketing
Why You Should Absolutely Give Away Your Best Ideas
Do This to Fill Your Sales Funnel
What You Must Do To Acquire New Clients
An Audience Of One
How to Attract New Ideal Clients
Are You A Content Marketer Or A Thought Leader?
Consider The Source: Theorist Or Practitioner
Why Pain Points Are Not Enough
How To Nurture Ideal Prospects
Quick Or Deep Content: Which Is Better For Professional Service Firms?

REGISTER FOR BLOG

This field is for validation purposes and should be left unchanged.

WHO BENEFITS FROM YOUR CONTENT?

HOW INSIGHTS BUILD TRUST AND AFFINITY

I read quite a few blog posts each week. I also attend webinars, download e-books, read white papers and research reports and watch videos. You might think I’m a content marketing junkie. You might be right. But really, I’m looking for the best of the best.

I suppose it will come as no surprise to you to hear how disappointing this can be. I probably get 50 emails a week inviting me to sample certain content assets that promise to help me reach my goals. Once I’m registered, the clock is ticking. If I don’t get a whiff of benefit within the first couple of moments, I’m gone.

I’ll bet you’re no different. I’ll also bet that the people you want to connect with are exactly the same. Most of us have big goals, too little time and way too much to do. But every once and a while, I’ll come across something that is so spot-on, it feels as if it was produced just for me. Wow that’s a great feeling. I want to show you how to create that feeling again and again.

KEY TAKE-AWAY:

 

FOR CONTENT TO GENERATE LEADS, IT NEEDS TO BE PROMOTED. THIS IS WHERE A LOT OF CONTENT MARKETING PROGRAMS GO ASTRAY.

The say-do ratio

I used to work with a colleague who practiced a simple formula he called the say-do ratio. If you said you were going to do something and you actually did it, you had a high say-do ratio. If you did not do what you said you would do, you had a low say-do ratio.

Guess which type of person held the respect and trust of people around them? Guess which one advanced in their career and ended up in leadership positions? It’s not hard to figure out.

The say-do ratio applies equally well to content marketing. If you say, in your promotions for a given content asset, that it will provide insights to accomplish specific goals, well then it had better deliver. Right?

Why have a high say-do ratio?

There are two primary benefits from having a high say-do ratio for content marketing: trust and affinity. When a person delivers a webinar, for example, that really helps their listener accomplish a goal, the presenter may become a trusted advisor.

This does not mean that a person who attends your webinar will simply call you the next day and offer you a million dollar contract. Wouldn’t that be nice? Here is what it does mean.

When the time comes that they have to accomplish the goal that you’ve addressed in your webinar, they have a few decisions to make. One of those decisions will be whether or not they try to accomplish the goal on their own, without any outside assistance. If they decide they need outside assistance, say from a professional service provider, than they have to decide who to pick.

If you have given them insights, let’s say from your webinar, you make the short list of people they’ll want to talk to. More importantly, if you’ve helped them think about things that they might not have thought about on their own, it makes them wonder what else they might be missing. Your webinar, if it contains the right insights, lays the groundwork to establish you as the trusted advisor.

It also makes you the preferred resource, the person who has shown good will. This is the affinity quotient and it is huge. If your advice and approach is the preferred advice, before an engagement even begins, you win. Competitors have to play on your field.

The content marketing decision process

Most marketing people know that it takes more than production to generate leads from content marketing. The content needs to be promoted. This is where, I believe, a lot of content marketing programs go astray.

To promote content, you have to make a promise. This is also what I call the content value proposition – the reason for the exchange. In content marketing terms, the exchange is typically either time or information.

For blog-sites and other forms of ungated content (no registration form), the exchange is time. If a reader sees a promotion for a blog post, they have a decision to make. Is it worth my time to read this blog-post? Will I get benefit from the 5-10 minutes I spend reading the post?

For gated content like webinars, action guides and e-books, the exchange is usually personal information and then time. A person fills out a form to access the content. This is how leads are typically generated in content marketing. For the lead to fill out the form, they have to believe it’s worth it to submit their personal information in exchange for accessing the content.

And now the test

When a person gives their time, personal information, or both to access a piece of content, they will be at the decision moment I described above. You have about 1-2 minutes to prove that the exchange was worth it.

The content promise was enticing enough that they took a step in your direction. But it was a baby step. For them to keep leaning in, to keep moving in your direction, your content has to pass the test. It has to deliver on the promise. It has to have a high say-do ratio.

How to have a high say-do ratio

If you want to have a high say-do ratio, you need to do two things very well. You need to make the right promise and you need to fulfill that promise.

No matter what type of service provider you might be, your ideal client will have goals, challenges and opportunities. Usually you will know far more than a prospective client what it takes to achieve the goal, realize the opportunity or overcome the challenge.

If you build a content strategy that gives prospective clients insights about how to achieve the goals, you will have a high say-do ratio. You will achieve trust and even affinity.

About The Author

Randy Shattuck is a seasoned entrepreneur who works hand-in-hand with senior leaders of mid-size professional service firms to grow revenues, acquire clients, open new markets, increase profits and effectively position their brands.

OUR BLOG

SALES

Five Strategies For Midsize Service Firms To Break Through Revenue Plateaus
How Pro Service Firms Can Fix The ‘Drop Everything — Chase Money’ Problem
Prospect, Originate, Navigate: How To Fill Your Professional Service Pipeline
To Grow Your Mid-Size Professional Service Firm, Think Carefully About Your Promise
How To Sell Professional Services Today – Part 7
How To Sell Professional Services Today – Part 6
How To Sell Professional Services Today – Part 5
How To Sell Professional Services Today – Part 4
How To Sell Professional Services Today – Part 3
How To Sell Professional Services Today – Part 2
How To Sell Professional Services Today – Part 1
How Mid-Size Service Firms Can Acquire Great New Clients On LinkedIn
Five Ways The Consultative Sale Improves Profits
How To Win The Complex Service Sale Consistently
Do You Choose Clients Or Do They Choose You?
How To Market & Sell Professional Services Today
How To Break The Grip Of Rainmaker Culture
How Content Impacts The Service Sale
How To Know When Prospects Are Ready
How To Pull Prospects Into Conversations
Nurture Organic Relationships Online
How To Build Relationships With Jaded Prospects
Do Prospects Want To Buy Or Be Sold?
Close Deals Faster Using Proof Statements
How To Get Mindshare With Busy Decision-Makers
How To Get Great Prospects Leaning In
How Digital Marketing Creates Sales Funnel Velocity
Digital Marketing Perfect For Complex Sales – Part 2
Digital Marketing Is Perfect For The Complex Sale
Your Best New Client Is Looking For You
Why Service Firms Should Focus On Ideal Clients– Part 3
Why Service Firms Should Focus On Ideal Clients– Part 2
Why Service Firms Should Focus On Ideal Clients– Part 1
Do This to Fill Your Sales Funnel
What You Must Do To Acquire New Clients
An Audience Of One
How to Attract New Ideal Clients
Are You A Content Marketer Or A Thought Leader?
Consider The Source: Theorist Or Practitioner
Why Pain Points Are Not Enough
Quick Or Deep Content: Which Is Better For Professional Service Firms?
Most Leads Are Not Ready To Engage – But They Will Be

MARKETING

How To Market Managed Services - Part 3
How To Market Managed Services - Part 2
How To Market Managed Services Today – Part 1
Why Service Firms Need A Multichannel Digital Marketing Strategy
Does Your Website Attract Ideal Clients?
Why Service Firms Need The Ultimate Digital Marketing Stack
The Myth Of The Time-Starved Service Buyer
Do You Choose Clients Or Do They Choose You?
How To Market & Sell Professional Services Today
Why You Need A Generous Brand
How Content Impacts The Service Sale
Are You Measuring Your Time Funnel?
How To Get Mindshare With Busy Decision-Makers
How To Get Great Prospects Leaning In
How Digital Marketing Creates Sales Funnel Velocity
Five Digital Marketing KPIs
Can Service Pros Over 40 Succeed In Digital?
Do Your Users Experience Content Regret?
Content Registrations Are Not Enough
Is Your Website Open For Business
How To Build A Great Digital Marketing Plan
Digital Marketing Perfect For Complex Sales – Part 2
Digital Marketing Is Perfect For The Complex Sale
The Value Of An Idea Driven Website
A New Website Won’t Bring You New Clients
Do You “Get” Digital Marketing? – Part 2
Do You Get Digital Marketing?
Who Benefits From Your Content?
Lead Nurturing Versus Content Marketing
Your Best New Client Is Looking For You
Make Your Website A New Client Driver
Why Service Firms Should Focus On Ideal Clients– Part 3
Why Service Firms Should Focus On Ideal Clients– Part 2
Why Service Firms Should Focus On Ideal Clients– Part 1
How To Get The Greatest Value From Content Marketing
Why You Should Absolutely Give Away Your Best Ideas
Do This to Fill Your Sales Funnel
What You Must Do To Acquire New Clients
An Audience Of One
How to Attract New Ideal Clients
Are You A Content Marketer Or A Thought Leader?
Consider The Source: Theorist Or Practitioner
Why Pain Points Are Not Enough
How To Nurture Ideal Prospects
Quick Or Deep Content: Which Is Better For Professional Service Firms?