Oh, Have I Got Your Attention? 6 ways to make your Content Stand Out

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The whole purpose of content marketing is attraction – to gain a prospects attention – to draw them into your world of content and provide value with your knowledge, information and experience.

How do you make it stand out from all of the other content out there? You can hit every channel and follow formulas, but what can you do to set yourself apart? How do you grab hold of the prospect like a pitbull and make them consume your content? How do you make them stop, drop and roll into your sales funnel by consuming your content?

How do you get in front of them and make them want to play with and buy your stuff?

Its all about reslanting – freelancers reslant articles all the time . they reuse their content and shape it to fit the industry or target market they are aiming at.

Unless you are coming up with something completely original (is there such a thing?) and disruptive, you can reslant what is currently working in your target industry/market.

1 – Video – are you shooting for informative or  viral foolishness or both? Explainer videos with a new angle, humor and education that positions you as an authority is key to building your brand. Viral foolishness is another way to make your name and brand memorable if it is particular to your market.

2 – Infographics – create a visual story – it can be linear, circular or interconnected. It has a start and a finish, it spells out the story and what you want to happen. The key is the info – once again establishing your voice and authority in the space.

3 – Email – drip campaigns, email blasts, viral videos embedded in the email etc.. You need to have killer headlines (check out our friends at SalesFolk.com to see how it’s done right) to get prospects to open and then have quality, targeted copy that grabs and engages the prospect, finishing with a strong call to action – which should be easy to click if your copy is strong enough. Make them want to see more.

4 – Social Media – It can’t just be the same post across all social media outlets – you need to shape and target to each platform – the optimal timing for each one is different – use your analytics to determine best times to post, etc.

Pictures or formulas and recipes on Pinterest, pictures that tell and sell a story on Instagram (which allows hashtags that makes your picture viewable to multiple categories) – use the strongest, most viewed categories to have your picture sent to.

Twitter for quick bursts of commentary and engagement with prospects – can be grouped in lists to scan what is out there. Twitter is great for social listening so you can take the temperature of your target market.

LinkedIn – the professional site for quality networking and prospecting, great for b2b , especially Saas sales. LinkedIn would be more your white shoed uncle that you market to.

Facebook and Facebook pages. With 8 billion members, there is a huge playground to play in. Facebook live now allows you to get in front of your audience at any time of day – documenting life instead of creating (as Gary Vee says) which helps personalize your message. The best thing about live is it stays in your feed, whereas Instagram is live when its live, and when your done its done. Its live until its dead. Just like you. Make it count – make it matter.

5 – Gonzo sh*t – Redbull – the energy drink company started out as just that – an energy drink company. Now they can be seen as one of the largest content companies around and not just an energy drink company. Massive sponsorships of extreme sports – a soccer team – auto racing – they had a man skydive from the edge of space for cryin’ out loud! When you think of Redbull do you think a burst of energy or somebody getting wings to do awesome stuff?

6 – Podcasts – Interviews. If you are trying to grow a base of prospects and followers, one great way is a podcast – by interviewing leaders in their space who have large followings – make sure you conduct a great interview – reslant and don’t ask the same old boring questions – and push out through your channels so that the interveiwees followers can all see it, like it and then want to follow you. Its a great way to add followers and find even more people to interview. Aggressive push this medium, it continues to grow and help you gain authority.

So tell a story – a NEW story – and tap into an emotion that makes people take action, make them crave more by using methods that are currently working in your market and reslant to position yourself as an authority and a leader in your space. Go get it, its out there!

 

Dave Rynne is a Business Development professional who believes there is always a better way to get things done. He writes about best sales practices, sales acceleration and how his past experiences have shaped his present Sales 2.0 philosophy. He believes in the power of Content Marketing. He likes to mix it up by writing other important stuff too.

Read more here:

Dave Rynne’s HubSpot Sales Blog

 

 

 

Cold Calling on the High Beam

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Phone avoidance.

We’ve all been there in sales.

The phone.

It sits there, mocking us. Daring us to pick it up and cold call.

A judgmental piece of plastic with handset, buttons and wire.

How could anything be so scary?

It’s not.  But for many salesmen, it’s the boogeyman under the bed – the monster in the closet.

It doesn’t have to be – it’s a total mindgame. We’ve been led to think it’s so hard, but its not.

Its like walking on a beam only one foot off the ground – you walk it no problem. The low beam. The problem starts when you raise that beam to 5 feet off the ground. It’s the same beam, same easy walk – except your higher and your mind starts to worry because it starts to think it will get hurt. It fears the high beam.

It’s the same walk at 1 foot and 5 feet. But its a different mindset with each one. The mind perceives risk at 5 feet, because it’s just a little more scary even though you wont get hurt if you fall – there’s more distractions, more things perceived that can go wrong, its easier to lose focus.

Same with cold calling.

It’s easy to make a warm call – you either know the person, have been given a direct referral to them, engaged them on social a few times and are now taking it offline – its the walk on the low beam.

Cold calls are seen as the high beam. You don’t know them and they don’t know you. You are the ultimate ‘disrupter’, you are calling them out of the blue.

Warms calls are easy. Cold calls are hard – and the only reason they are hard is because we THINK they are hard. We think we are on the high beam and it’s scary, but the truth is that the phone – or the person on the other end of it – can’t hurt you. There’s no monster. There’s no boogeyman.

It’s just a piece of plastic and wiring. You can be scared of it – or make it work for you. The phone can help you bring in millions of dollars. When I was a young broker in the early 90’s, my biggest client came from a cold call – from a list photocopied out of the phonebook. Million dollar account, transferred to me because I called him and he liked what I had to say.

So put together your pitch, your approach, be confident in what you are going to say, get your mind right and know, I mean really KNOW – that the phone can’t hurt you. It is your friend.

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How do you get your mind right to make cold calls? Please comment below!

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Dave Rynne is a Business Development professional who believes there is always a better way to get things done. He writes about best sales practices, sales acceleration and how his past experiences have shaped his present Sales 2.0 philosophy. He believes in the power of Content Marketing. He likes to mix it up by writing other important stuff too.

Read more here:

Dave Rynne’s HubSpot Sales Blog

 

Make the Leap: 4 Ways to Move from ‘SEEM’ to ‘BE’

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Had a call today with a good friend of mine – he’s been worried about his drinking.

I asked if it’s become a problem, is his wife is having problems with it, is it causing problems in his marriage or affecting how he parents his young kids?

The answer was no.

He said he blows off steam every now and then, when the pressure of being HIM gets too much.

The pressure of being HIM.

The booze was just a symptom of something bigger eating at him.

He lives what many would consider an ideal life – beautiful wife, 2.5 happy and healthy children and a dog living in a big house in one of the finest and most expensive towns in his area.

It’s like they stepped out of an L.L. Bean catalogue.

He works for a great company, makes a lot of money and has met with a lot of corporate success.

He’s on the other side of 40 – and I think that’s where the challenge lies. I am 47 and know I am in the second half of my life. It’s a place I never thought I’d be in when I was in my 20’s. It came quickly.

He has been faced with the question of “Is this all there is?”

That’s not to belittle what he has, but rather to recognize that at a certain point men start to wonder what their legacy will be – what they will be known for – will it be for the guy who sat atop the sales leaderboard, built a company, ran the fastest race, had the Bugatti, won a World Championship, or was the top member at Bushwood Golf Club. Or hopefully, something much more meaningful than that.

Here in North Carolina, the state motto is “To Be, Rather Than to Seem.”

How many men live lives trying to SEEM rather than to BE?

We have to have it all together – the wife the kids the car the house the job – we need to have the appearance of wealth, health and success.

We are the main actor in a twisted version of our life where we feel like we need to be strong, successful, rich and void of emotion in order to weather life’s storms and lead the family to prosperity and happiness.

How do we move from SEEM to BE?

How do we capture authenticity and let go of what the world says we SHOULD do or what the world EXPECTS from us?

We cannot expect to help anyone else unless we first help ourselves – it’s the old flight attendant thing – put the oxygen mask on yourself first so then you are capable of helping others.

We need to put the oxygen mask on – breathe life into ourselves – then we can be in a position to help others and be of maximum service to our families and the world.

It starts with focusing on our health, our peace, our creativity and our connection to God/Higher Power in order to move to a place of authenticity – a place where you can BE.

  • HEALTH – make better food choices, exercise everyday. If you are a couch potato – get up and start moving – start slow. Improve a little bit each day. It didn’t take you overnight to get unhealthy – so don’t expect rock hard abs in 2 weeks only working out 7 minutes a day. Time takes time.
  • PEACE – our emotional health. What do you do for peace? Pray, meditate, get out in nature, read, quiet time. Helping someone else brings an inner peace as the result of serving others and gratitude is a direct result of helping others in need.
  • CREATIVITY – do you write? start a journal or a blog. Music? play guitar, write a song. Paint? Ice sculpt? Do what makes you feel good, get out of yourself and create, and when you have tapped into that creative vein, it makes you more productive at work, at home, as a husband, father and son.
  • CONNECTION TO GOD/HIGHER POWER – Wake up and thank God everyday. Pray, meditate, make a gratitude list. The closer you connect to your Higher Power, when you reach those ‘thin places’ where you can feel the presence of God, will have a carryover effect into your day and your life.

 

Small improvements everyday lead up to BIG results. It takes time, but as soon as you start you can see powerful results.

Do these every day. Until you die. Because that’s how the story ends. You had no control of the beginning, but the middle – the meat of the story – is up to you.

“Every man’s life ends the same way. It is only the details of how he lived and how he died that distinguish one man from another.” 
Ernest Hemingway

 

What are some other ways you can move from SEEM to BE?

Please comment or share!

 

Dave Rynne is a Business Development professional who believes there is always a better way to get things done. He writes about best sales practices, sales acceleration and how his past experiences have shaped his present Sales 2.0 philosophy. He believes in the power of Content Marketing. He likes to mix it up by writing other important stuff too.

Read more here:

Dave Rynne’s HubSpot Sales Blog

The Sun May Come Out Tomorrow, But I Need Its Light Today

 

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Going through the comments of my last post – What If Tomorrow Never Comes? – someone said I should plan for tomorrow, just don’t take it for granted. I liked that, and there is truth there, but my response was “I try not to take it for granted because I know its not guaranteed. The sun may come out tomorrow but I need it’s light today.”

If I’m time traveling – worrying about tomorrow (or waiting for the ‘good’ and ‘happiness’ to happen tomorrow) or regretting the past, I am not in today, not present now. I spend a lot of time there; I really should have a custom made time travel suit built.

“Annie” sung The Sun Will Come Out Tomorrow (I first saw it on stage with the original – Andrea McArdle – she was fantastic). Ever the optimist, she took action to “stick out her chin and grin” to face the day and try to make others happy with the hopes of a better tomorrow. A bright, shiny tomorrow.

The potential doom and gloom of today, along with the worry of tomorrow and the regrets of yesterday, has the capability of messing up our day before its even begun. I need tomorrow’s sun today! I need the light today! I need that light to shine on what’s in front of me so I can take action and do something about it, with it and for it.

Am I living for today, or dying for tomorrow?

I could fly to California, sit at a phone and make a call to New Zealand – I could technically be calling a friend tomorrow from today. That may be the only way to ‘cheat’ time.

But I live in today, so that’s where I need to stay if I want peace, happiness and a sense of fulfillment. If I want a better tomorrow, I need to do the work today. Work on myself today. Better myself today. Choose to be happy today.

We need to be active participants in our lives right here and now.

This is all easier said than done, but like everything else, it starts with the first step. Take the first step to be present in this moment and appreciate what you have right now.

Stop everything, close your eyes, take a deep breath and say “thank you”.

OK, are you back? Great. Welcome to now.

A better today gives you a much bigger chance at a better tomorrow.

So keep pushing for it, keep working for it – just keep on.

When you stay in today and find ways to help other people, take action and have a positive impact on those around you, your light will shine like the rising sun. You will forget about yesterday and be too busy in today to worry about tomorrow.

You can bet your bottom dollar on it.

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What are some of the things you do to stay in today to make for a better tomorrow?

Please comment below!

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Dave Rynne is a Business Development professional who believes there is always a better way to get things done. He writes about best sales practices, sales acceleration and how his past experiences have shaped his present Sales 2.0 philosophy.

Read more here:

Dave Rynne’s HubSpot Sales Blog

Dave Rynne’s LinkedIn Profile