by Tim Hughes | @Timothy_Hughes
As part of our social selling program we teach people how to create content. Teach is the wrong word really, we empower, but that is a blog for another day, so here are the common excuses we get ..
- I’m not a good writer
- I don’t have time
- We tried this before and it didn’t work
- It’s marketings job
- I’m cold calling / having root canal work / walking across hot coals …
We get them all.
At school I was told never to get a job where I was required to write. Anybody who reads my work will know I’m known for the odd typo. I also know I’m not the best writer in the world. But who cares. You know I write with a passion, because here at DLA we want to change the world. That passion comes up through my typos and bad grammer. (I spelt grammar wrong there on purpose).
It amazes us, that people say they have no time to speak with 540 Million potential clients in a way that clients want to engage. But they do have time to cold call, in a way that pisses off people. It’s 2018, time to get your priorities right.
I’m told of a number of content writing exercises that didn’t work. I’m sorry but I highly recommend you get third party help. If you wanted to learn to swim, ride a bike or get the best out of the gym. You would have somebody help you? So why not blogging?
Never, ever, outsource making your number to people you have no control over. We know corporate marketing no longer works. You have to take control.
And finally, get into the office for 08:00AM and use the time to do social stuff. Write, post, engage, I promise you this will pay off.
We are seeing salespeople that have never written before connecting with people, building relationships and selling. Because they have blogged, people can see the person is the solution to their problem. I agree, this would work in a low value, transnational environment, but it is working in large, complex B2B world!
We were recently with a client running such a session and everybody there over the course of the session wrote a blog, which was good. What’s more interesting though is that everyone felt that they had really achieved something by doing so (which of course they had) and this new-found confidence and focus has meant that two of the people have actually been promoted and they themselves say that unleashing the social media animal in them has been responsible for that.
We know this because we have kept in conversation with almost all of the attendees. The benefits to the company though are where the real uplift comes – one of the attendees has closed a large deal (7 figures) and two of them are currently having conversations with multi-billion dollar companies that they weren’t visible to before they started blogging.
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