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by Adam Gray | @AGSocialMedia

Today, I’m looking out of my home office window at 1/2 foot of snow and a blizzard blowing. Despite the fact I have a 4WD car I would get stuck if I tried to go any distance. I was thinking about how this “interruption” to business could have a dramatic effect on the commerce of your company and our nation…but not in the way that you might think.

At Digital Leadership Associates we are very pragmatic about such things. The inability to travel because of the weather is a good thing for us because it frees-up (or perhaps today I mean “freeze-up”) some time for us to write…

One of our key product offerings is social selling “training” and the most crucial thing we teach people to do is to create their own content. The value of this cannot be overstated. So why is this so important?

We often talk about how people “jump to conclusions” when they read your profile and your job as a social seller is to make sure that they jump to the conclusions that you want. The conclusions that I want you, the visitor, to jump to when you visit my profile are: i) I am an expert, ii) I am approachable and generous with my help, iii) that I am worth telling others’ about, iv) that I am the best at what I do.

“If that is my goal then how does content help” you may be asking. Well if everything else is equal, if one of my competitors has – and equally good photo, and equally compelling summary, and equally impressive work history, equally impressive testimonials…but they have written 2 articles and I have written 20…the inference is that I know more than them, that I am prepared to share more of that knowledge than them, that I’m more empowering than them…and a host of other (positive) things.

Yes, I know that writing 20 articles doesn’t mean that your necessarily going to buy from me…of course it doesn’t but sales is a race. It is a first past the post race, and whether I win by 1/2” or 5 yards is irrelevant, I’ve won.

So, every time your snowed-in (or feeling ill, or trains are cancelled or whatever else) use the time to give you a permanent benefit. Start today. If you do, it won’t be long until the fruits of your efforts put clear water between you and your competitors.

Remember the old Chinese proverb – the best time to plant a tree is 20 years ago, the second best time is today.

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