If people don’t trust you and aren’t paying attention, what can you do? This is a big challenge for businesses.
Naturally, you might be asking some of these questions:
- How can I attract quality leads, prospects and opportunity without actively selling?
- Is there an easy way to establish trust with prospects and customers? Can I break through the noise?
There is good news.
How to Build a Raving Fan Base
If you want to connect with customers and attract raving fans, the solution is very simple: Focus on people.
You can meet the needs of people by helping them solve their problems at no cost. Remember that people’s core desires don’t change. Your audience wants access to great insight and people.
When you help people with their smaller problems, many will look to you for their bigger issues. If you can multiply free assistance by hundreds, thousands or millions of people, you can rapidly grow your business.
Content enables this!
When you provide engaging “how-to” information and assistance in the form of valuable gifts (without strings attached), it triggers the “How much more?” question. “How much more value will I gain if I hire this company or buy this product?” is the response many will have when they see the great value you provide for free.
I’ve developed a simple formula to show you how to grow.
Introducing the Elevation Principle
Here’s my formula for growth. It’s called the elevation principle. When you follow this model, you’ll be able to take your business to new heights.
The elevation principle: Great content PLUS other people MINUS marketing messages EQUALS growth!
When you offer great content—such as detailed how-to articles, expert interviews, case studies and videos—that focuses on helping other people solve their problems, you’ll experience growth. Why? Because this type of content meets the needs of people. It doesn’t focus on you, your products or your company. It is a true gift to your audience.
The “other people” component not only means focusing on the needs of people. It also transcends your reader base and involves reaching out to people outside your company, such as industry experts. These outside experts possess amazing knowledge that your audience will find very valuable.
The last part of the formula is to deliver this content in a marketing-free zone. Once the marketing messages are caged, the focus of your company shifts from “What can we sell you?” to “How can we help you?” You shift from pitching products to boosting people. Instead of investing in ad space, you invest in creating content, experiences, gathering places and communities where people who need help can find it.
You have the chance to own the place people go to for help, eliminating your reliance on traditional marketing channels. You can become the center of your industry, niche or local market. And when that happens, you’re launched on an unstoppable trajectory that will take you places you never imagined possible.
The result: You no longer need to sell! Instead, you demonstrate your expertise by the content you produce, the ideas you showcase, the stories you share and the people you attract. By creating a platform for others, you can also build strategic alliances, quickly grow a large following and dominate your industry.
With the old forms of marketing, you pitch and sell. People ignore you and your business is at risk. With the new method, you give gifts, people trust you and you become indispensable. Which course will you take?