Pitch vs. Content: What’s the Right Mix?

You are not alone if you’ve ever felt bewildered by this question:

“I know I need to educate my prospects, but how and when do I make the transition from educator to salesperson?”

The speed of technology makes it hard to know where and when to seed a sales message without being clumsy about it.  Social Media is a game changer that requires a different approach than any other vehicle for your marketing.  You’re always skating on that thin line between too much and not enough selling.

The good news is, the closer you hew to that line, you not only make more money, you create more good vibes with your prospects.  It’s what Robert Cialdini in his book Influence calls “Reciprocity”; a normal human compulsion to give back.

So how to find that perfect balance?

Here are a few quick rules I’ve found helpful to perfect your content marketing game:

1. Give First, Last and Always: You may already know about giving first, however a master marketer creates a sense of gift from start to close.  Make your pitch both truly beneficial and relevant in the moment for your audience and make it fascinating and you have a winner.

Follow any of Brendan Burchard’s sales funnels to see a master in action.

2. Think Ahead: In the heat of a marketing campaign, you may be tempted to pull out your best pitch.  In that scenario, the decision is driven by your need and not your prospect’s.  And that’s like taking your eye off the ball in baseball.  The most effective sales funnel introduces elements of a pitch throughout content.  Then, when the time is right, an offer can be introduced that just feels like a natural conclusion the conversation.  Dan Kennedy’s articles in his No B.S. Marketing newsletters offer brilliant examples of this.

3. Test and Tweak Constantly: Give yourself time to debrief after the campaign and see what worked.  Your open rates, click-throughs, opt-ins and sales at each point in the funnel will guide you in writing your next campaign.  Or tweaking the one you’ve got.  Germaine Griggs and Perry Marshall have almost insanely responsive email campaigns built out based on prospect response.  And with tools like Infusionsoft, Google Analytics, LeadPages and Wistia, you can now get a pretty clear real time picture of online response.  For offline media like postcards and toll free numbers, you also have a wealth of analytical and tracking tools from companies like PostCardMania and iTeleCenter.  Just by reviewing the data, you’ll have a much better idea of how to get better results as you go.  Without reviewing your data, it’s like riding a horse blindfolded.

The age old question of how much content vs. pitch will never go away.  The only question is how much attention you give it in your quest to win in your market space.

Get the mix right, hit that “sweet spot” for your market and you’ll win more often than not.

What successes have you had in hitting that “sweet spot” with your content?  What’s working for you?  Please share your thoughts below.

About The Author

Mike Connolly

Dan Kennedy Certified Copywriter for Info-Marketers and Infusionsoft Certified Partner, Mike Connolly lives in Boulder, Colorado, builds marketing funnels that rock, and loves cycling (almost) all year round.

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