4 Bookings in 24 hours.

I recently spoke with a client of mine this last Friday.

Gave him two things:

→ Sales plan

→ A content plan

Come Monday morning, he started the plan and when we had our call on Tuesday, he had already booked 4 calls (all met his pre-qualifying questions and are 100 percent his ICP).

This client is a former founder who has built several ventures and exited two of them.

He’s on his latest one.

Why was he able to do this?

Well, first, as fate would have it, a friend of mine’s post dropped in my lap that helps me set this up PERFECTLY for you.

Here is the first half of the post:?

(Please follow Adam P. Boyd . He’s a sales training and consulting ninja for mid market companies)

I would argue that each of these points is the job CONTENT is supposed to do.

When you’re selling high-ticket offers, the goal isn’t to become a dancing CEO and cast a wide net.

The goal is to use content to be your spear.

But to do this, you need to understand the psyche of a high ticket buyer.

No one, and I do mean NO one, is hitting LinkedIn when they are ready to shop for a solution.

If they are ready to shop now they either:

? Hit their network to ask who has worked with whom and on what and use that person.

? Hit a high intent platform (Upwork or a headhunter)

? Hit up someone they know

Basically, you’re a bit too late if they are in this sort of mindset.

So, the goal of content is to be there BEFORE they make this decision.

Or AFTER when it doesn’t work out for them.

How do you do this?

Well, exactly as Adam proposes, but via content!

Let me show you want I mean:

??? Finding out if there's a need for a problem, whether they realize it now, or if you can get them to accept that the status quo is problematic.

Create content that speaks symptomatically. So, if you’ve been on enough sales calls, you should know how they describe their symptoms. Once you find out what those are, you should create a series of content that leads with the symptom and gives the reasons why this is happening and solutions.

Do this well, you will catch their attention, and when they are ready to solve the problem, you’re the natural next step for them.

?? Uncovering a compelling reason (for the business and the person you're talking to) to change.

This is the role of content, again. Content needs to create cognitive fluency in you want to compel someone to act or change a belief. And guess what creates this? Stories.

Stories are 22x more memorable than facts alone.

?? Attaching a financial impact to the status quo.

Case studies are great for not only showing results, but WHERE they’ve been and the actual impact on other people in a similar industry when they let the status quo damage their business.

Nothing wakes people up faster than your “neighbor’s” house getting broken into - if you know what I mean.

?? Discovering if they're committed to getting a solution, and if so, under what circumstances.

This is the role of the DMs on social media. People DO NOT agree to hop on a call with you unless there is a HIGH level of intent.

?? Determining if they'll spend money (and how much) to get it solved.

I’ll admit, this one needs to be discovered in the discovery process.

?? Identifying and connecting with the other people involved in the decision.

LinkedIn is the most opt-in B2B biz network on the planet. You can find EVERYONE in the company with a LI profile with a Sales Nav subscription. You should NOT be just targeting the founder/ceo/whatever. You should be connecting with everyone on the leadership team and sending them messages, supporting their content, and making sure the team (not just the Founder) sees it.

?? Understanding when (timeline) they want it solved.

Assume within 1 to 2 quarters, when writing content. We’re not looking for a year out. We’re looking for just-about-there.

?? Learning what criteria goes into their decision making, and what their process for making a decision involves.

This is why you must listen to past sales calls to help you inform your content on what they need to see/hear/experience from you in order to make a decision to engage with you. Your content should educate your buyers at the FRONT END. Their either looking for the right fit, right turnaround, right budget, right offer… see the pattern in your sales calls.

For Quick Turnaround Seekers:

– Case studies highlighting time savings ( "From 6 weeks to 2 days: How [Name of Company] Transformed Their Process")

– Timelines and project roadmap

For Right Fit?Focus:

– Detailed buyer personas with "This is for you if..."

– Transparent disqualifiers ("Not a fit if...")

For Budget-Conscious:

– Pricing tiers with clear value props (on your website or landing page)

– Long-term cost benefit analysis (help them reduce risk in their minds)

Deliverable-Focused (how will you deliver the value):

– "Day in the life" content

– Process walkthrough videos

I’m gonna wrap this burrito up now.

“Jason” at the top of this article had to work with my process to get to this point.

We spent time understanding the ICP.

We spent time on his differentiator(s).

We spent time picking the right content topics.

We spent time getting his sales sequence down.

So, it was a mix of the right tagline/banner, bio, content, and sales strategy wrapped in one.

Here’s the kicker: there’s still two weeks left to work together. LOLz.

Hope this newsletter was useful in some way. Please leave me feedback, I’m always wanting to make sure I’m delivering the best BOOM possible.

Chow Chow,? Doug