If you sell a product or service, you should lead with information about solving problems, not information about the product or service itself.
It’s an old cliché, but it bears repeating:
Nobody who bought a drill wanted a drill. They wanted a hole.
What this means for you is that instead of providing information about drills, you should deliver information about making holes. You’ll get a LOT more sales leads – with fewer literature collectors – and build more rapport with prospective customers that way.
This is Massively Huge!
This is NOT an afterthought. It is an entire shift in strategic direction and has been found to be fantastically effective. Imagine thousands of potential customers calling, sending emails, asking you for information. And you should incorporate this into everything you do, from your sales collateral to the presentations your sales people make, to seminars and white papers, to advertisements and press releases.
You can fine-tune this to the point where results are 100-1000% better than most marketing initiatives. What if you got 5 to 10 times as many sales leads as you do now? How would that change your revenue forecast for this year? If you diligently apply this principle, you will get phenomenal results. This is absolutely one of the most important concepts to consider.
Fundamentally you accomplish this by capturing your collective knowledge and expertise, and publishing this knowledge like crazy. You can find an audience for this information through every kind of media that exists, and the results are nothing less than amazing.
To your success…