The Desert of Arizona
Clear 49 Degrees
There’s a difference between producing “content” and making a promise.
Content is “put out there,” but a promise is kept. And when a promise is kept in public, people notice.
Thinking of your content swirling all around the interwebz is sexy. Thinking of making and keeping promises… not so sexy.
But that’s really the underlying power of the platform: PROMISES.
You’re not just writing emails, articles or newsletters. Tons of people do that. They send them out. Maybe one today, maybe one next week. Who knows? The prospects certainly don’t.
And that means, when a piece of content shows up, their first question is, why am I getting his now?
Some of the more cynical prospects will think there is something being sold. That may or may not be the case. But really, do you want your prospects feeling like every time you show up, you just want their money?
That’s why the platform is built on a promise:
I will send you this thing on this day, and this day, and this day.
It’s so simple you might just skip over this idea thinking it’s a tiny little detail.
I don’t think it is. I think it’s a HUGE piece of the puzzle.
In a world where most everyone is ONLY talking without much WALKING, promises made and promises kept are powerful.
The feeling it gives to your prospects is completely different. You move from creating an interruption in their life (with your “content”) to keeping an appointment in their life.