Marketing feels like an unsustainable grind
This blog post is part of a collection looking at the most common predicaments clients come to me with:
- They’re great at what they do, but don’t know how to turn that into steady sales
- Their marketing works but feels like an unsustainable grind ← you are here
- Their marketing works, but they’re ready for more or different (clients, offers, niche) – coming soon
Listen and read-along
Or scroll down for the blog post version
The Predicament
Your sales are OK, but keeping them coming in feels like a treadmill you can’t get off.
You’re churning out posts, maybe joining bundles or collabs, blogging, podcasting, emailing every week… but you’re not sure which things (if any) bring in sales.
You’re not sure if what you’re doing is working, you don’t want to keep doing it all, but you’re scared if you stop something, anything, the sales will drop.
Content That’s As Weak As Fu Water
Ever bought weak dishwashing liquid?
You need to put in twice as much effort and use twice as much of the liquid to get the dishes clean.
That’s what’s going on with your marketing content.
You could get the same, or better, results with less effort, and much less content if you make your content stronger.
Max Power Marketing Content
1. Has Purpose
Created to meet a quote or schedule because of ‘consistency’
Created with a goal in mind. You know what you want the reader to do next. You can see how this piece of content could be a stepping stone in someone’s buying journey.
2. Is Persuasive
Quick proof-read to make sure it’s Good Enough to publish
An extra editing stage to add in some Persuasion Power-Ups
- Relevancy – do they know it’s for them?
- Desire – does it help them get something they already want?
- Connection – do they feel connected to you?
- Urgency – why pay attention now?
- Believability – or too good to be true?
- Safety – how’s your content impacting their nervous system?
- Value – what’s in it for them?
3. Supported by Evergreen Copy
Marketing content works hard, then the reader is disappointed when they visit website
At least as much (or more) effort has gone into the Evergreen Copy (sales pages, About page, Lead Magnet)
Fix As You Go Strategy
- What do you want to be selling right now?
- What marketing content would support that?
- What evergreen copy needs to be in place?
- Choose Power over Quantity (Impact over Frequency)
Speedy Summary
You have a finite amount of time and energy to spend on marketing. Are your efforts best invested in meeting a frequency/quantity quota or better spent on fewer, more impactful pieces of content?
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Marketing Gameplan
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• Sales Pages
• About Page
• Lead Magnet
• Welcome Sequence
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