Likes UP: Content Value, Content Creation, and Pain of Disconnect

Dan Kennedy is one of the world’s top trusted authorities when it comes to direct response marketing and copywriting. Dan said MORE content is NOT king. It’s no longer about information.  We’ve reached a tipping point in the world where more is not better.  Content may be good for SEO and the search engines but not your ability to build a company or sustainable advantage because you have a better concept or better content. 

The first key is “Relationship Riches” which is the true currency.  It’s about the relationship that you build with your community and the people in it.  When you have that relationship, it’s very difficult for anyone else to get their attention, or to attract them away from you. Become the authority, and get positioned so that your client or prospect feels like they know you, and that they have a relationship with you so that they literally are choosing you because they know and like you. That’s a BIG LIKES UP!

“If people don’t develop a profound personal preference for you and your company, you’ll always struggle,” says Dan.  Create a more authentic and transparent relationship with your community.  Your ability to attract, maintain and deepen relationships with your clients relies on creating a service or offering that solves a major problem they have. 

The second key is developing a unique and compelling offering that generates significant “pain of disconnect”.  Determine how you can create “pain of disconnect” when someone decides not to continue as your client.  Losing access to something valuable creates pain.

Here are a couple of examples of “pain of disconnect” companies from Greg Habstritt of Simple Wealth:

  • Once you join Facebook, it’s almost impossible to leave .. because you abandon your entire “life history” and cannot take it with you.  I literally do not know one person who isn’t on Facebook today, and those who have tried to leave seem to always quietly) slink back on, realizing the pain of disconnect is too significant.
  • Apple has massive pain of disconnect if you try and go back to PCs.  Most people won’t bother trying, but their incredible smart design and entire branding causes you feel to a pain when considering using PCs.  And I know this from experience, because I was a lifelong PC diehard until last year.  I’m now a complete Mac convert, 100%.

So content gets people to your site. Content gets people talking and sharing.  Social media is great for sharing. #likesup

Content needs to do two things:
A) Start a conversation to develop a relationship
B) Speak to a felt need (if selling to solve a major problem)

Content is a necessary medium to build relationships. You can’t build a relationship without a conversation, and you can’t have a conversation if you don’t start one–that conversation is started with subject matter content.

On the Internet there are 5 defined types of content: findable, readable, understandable, actionable, shareable content according to Ahava Leitberg.  See checklist below.

 

content

 

Providing content used to be reserved for newspapers, magazines, and TV and movies.  There are plenty of bloggers who are passionate about their subject and seen as the authority who have attracted great followings.  News sites and curated sites of specific content such as http://dogingtonpost.com/ are bookmarked for return visitors and fans.

#Likes UP for Content and Value

 

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