Content with Impact: How to Use Content to Create a Powerful Marketing Tool

by Anne Leedom
Net Connect Publicity

Many authors and experts are given false information right from the start. They are told to create a website featuring their new book prominently with many opportunities for the reader to buy. Sadly, this is the biggest mistake they can make.

I often reflect on the amazing success of motivational speaker Anthony Robbins. He can virtually be given credit for creating the infomercials that are so popular today. He could simply have created a 30 second commercial, that was typical at the time, to promote his product.

Mr. Robbins knew that it wasn’t going to create the sales he was looking for, so he chose a stronger and much more effective strategy. He spent thirty minutes TALKING to people about their lives, their concerns, their goals and how HE could help them achieve the level of happiness and success he knew they craved. He never actually told the viewer how he would do so, but he did convincingly explain that he knew how to help people get what they wanted.

One strategy Mr. Robbins used so effectively was that he was able to express a clear understanding of what his audience was experiencing in their lives and that he too, had been through similar experiences.

People eventually felt that if Tony Robbins knew so much about their lives and had overcome such obstacles himself, he must have some pretty good strategies, and it would be worth a fairly hefty price to find out what his methods were.

It was in the process of RELATING to his audience that the sales were made. Too many experts discuss their products and their work in depth, but fail to form the alliance needed with their audience that ultimately creates the sales. Once that “bond” is created, people believe they do have a personal coach who is truly concerned about their welfare.

This leads us to the strategies you need to bear in mind when you create a site that offers real content, Q & A’s and advice:

Focus your content on what the reader is experiencing in their lives, not on what you want to tell them. Form an alliance of understanding and empathy with your reader. You want them to think, “It’s like he or she is living with me and knows just what I’m going through!”

Demonstrate credibility in your content and how it’s worked for others. Help your reader understand that your strategies are the best resource available and back it up with real stories of how you have touched someone’s life. One great story will have more impact than simply numbers of how many people you have touched, regardless of how large the numbers may be.

Express real sympathy for what your reader may be experiencing through personal stories of how you have experienced the same things. People are moved by people who have “been there” rather than being told what to do by someone who has never actually shared the experience. Feel comfortable about putting your life out there and truly relate to your audience.

Include as many testimonials as you can and show how someone credible has been touched by your work - this will increase your impact. People often like to feel connected to other notable people when they struggle.

There are many other similar methods when creating winning content that attracts the attention of the public and the media. In designing an effective online campaign, content with impact is the single most important factor you need to develop.

Anne Leedom is the owner of Net Connect Publicity, an online content management agency for authors, experts and websites who wish to promote their work via the Internet. Net Connect opened in 1999 and handles clients in various topics including parenting, health, business and spirituality. The company is based in El Dorado Hills, outside of Sacramento, CA. Contact Anne at anne@netconnectpublicity.com