Last Thursday, the founder/CEO of a fairly large chess course business reached out to me.
We got on a call, and he mentioned my website.
On my website, there’s a little tab that says “read my emails” — where you can read all the emails I’ve been sending you.
Well, it sounded like he found that little tab, and read some of those emails — and they helped me stand out in his mind.
On Monday I had another intro call with a stand-up comedian turned business communication coach.
With him I don’t have to guess. Because he straight up mentioned that he liked my email from last week. (The one about the guy from The Sopranos who paid $7000 to get shot in the ass.)
The lesson I learned is: your clients are stalking you!
(In a friendly way, of course.)
Because nobody’s gonna hand you thousands of dollars without looking into you first.
(There are way too many internet scammers out there — so they have to know they can trust you.)
And the more money you charge, the more they stalk you.
They usually won’t admit they were stalking you. Lots of people will get on a sales call and never mention that they saw your content.
But they’re still stalking you. And whether or not they buy from you depends on what they find.
That’s why everyone should make content.
(Even if it’s not your #1 lead gen engine.)
Because when you make great content, your clients see it when they stalk you.
Then they’re more likely to decide they like you, and they’re more likely to actually pay you.
The lesson from this email is: making content works!
And the other lesson is: you should make more content!
You might not be making a ton of content right now because:
· Because it takes a ton of time.
· Because it’s hard to measure the ROI, and you’re wondering if it’s a waste of time.
· Because you don’t think you’re a good writer/good on camera.
· Because you don’t get immediate feedback from it.
· Because it’s important, but not urgent.
· Et cetera.
If you want my advice, here it is:
Whatever’s holding you back, just get over it.
Then set aside the time to make some blog posts/emails/YouTube videos/podcast episodes/whatever.
Because the more you prove that you actually know what you’re talking about, the more sales you’re gonna make.
(Even if you don’t want to build a full-blown media empire, just having a few good pieces of content can separate you from your competitors.)
I’m not spending much time making content right now — just 30 minutes every Wednesday writing an email.
It’s already paying off.
Will it pay off for you?
Best,
Theo
P.S. Need help making content, and don’t have time to write it yourself? Check this out: