Creating "value" is for sheep.

I’ve worked with hundreds of founders.

There is 1 thing that stands out.

Something they all misunderstand.

You’re not winning deals on your knowledge.

(i.e. how much value you give)

You’re winning deals on your resonance.

(i.e. your brand)

A simple Google search says:

“Resonance is the occurrence of a vibrating object causing another object to vibrate a higher amplitude”

“Resonance happens when the frequency of the initial object's vibration matches the resonant frequency or natural frequency of the second object.”

Creating resonance is how you create pair bonding and neural connection.

Which… sounds like a lotta woo-woo.

Let me explain.

For me personally, there is nothing special about me.

My knowledge is above average when it comes to marketing and content and socials.

If I was going to get hired on my knowledge alone, I need to go to the unemployment office and figure out a new career.

There are INFINITELY better and more knowledgeable marketers than me.

Bona fide walking encyclopedias for marketing.

And that’s all good and fine.

What I have going for me is my ability to create resonance through content for my ICP.

There’s a problem though.

Many people, including those so-called 100s of founders I mentioned in the opening paragraph, experience a disconnect between identifying who you are and what your brand is and being able to communicate that through content.

Because they can’t, they resort to “here’s how much I know” type of content that gets drowned out in the market.

They assume because Grant Cardone, Alex Hormonzi, Codie Sanchez are pumping out all this value-based content that’s why people follow them.

That’s incorrect.

They follow them for the resonance they create with their audience.

(And the repulsion, too)

Let’s create some absolutes when it comes to clients converting on content:

1??They need to know the probability of an outcome

You must create/share content that makes them feel like working with you creates outcomes.

Knowledge doesn’t create outcomes.

So, sharing MORE knowledge isn’t the way to go here.

Sharing your EXPERIENCE, your wins/losses, lessons learned, hard battles fought, Gordian knots unraveled, etc will create that feeling.

2??They need to trust you

What is trust? How do we build trust? Trust is almost irrational.

Think about it, it’s a silent agreement with a stranger (or those we know) to trade our safety (which is what our brains are wired to do) by lowering all our defense systems to allow someone or something to come inside our safe space and could either make things better or worse.

So, sharing more knowledge (i.e value) isn’t how we build trust.

We do this by being personable, creating reciprocation, by showing social proof (“oh, someone else used that person and survived” “oh, someone like me verified them, for me”) and creating stories that get people to trust us.

Why do you think authentic stories work?

Because to be authentic is to be completely honest (good, bad, and the ugly).

Why do you think social proof works?

Because someone vetted them FOR you.

Why do you think being personable works?

Because it fosters a sense of connection and relatability.

Is your content doing ANY of these things?

3??Social Identity Theory

Read: "Social Identity and Intergroup Relations" by Henri Tajfel.

Folks derive a sense of identity and self-esteem from the groups they belong to.

(We’re still pack animals, ya know)

When someone resonates with a personal brand, they may see it as an extension of their identity or aspirational self.

Fastest what to trigger this?

Create content that shares your values, your opinion, your life philosophy.

But, Doug… I’m just selling B2B services, who cares?

You are NOT selling JUST B2B services. You’re not a Google Ad.

This is social media.

The entire thing rests on your ability to be social with your content

4??It’s not sharing value, it’s WHAT value you share and create for the audience.

It’s not that I want you to stop sharing value. It’s that you’re sharing the wrong value.

You need to understand the Buyer Journey better.

Not the old fashioned copywriting kind. The social media kind (the one I made my little twist to):

It's hard to talk to all phases of the Buyer Journey on a single channel. The way I teach clients is my interpretation, after years of writing copy, what online buyers go through to find YOUR solution.

Type 1: Problem unaware (VERY EDUCATION DEPENDENT, HARD TO CONVERT)

Type 2: Problem aware, but solution confused (EDUCATION DEPENDENT)

Type 3: Ready to buy (doesn't need more education, looking for right fit and right offer)

Type 4: Have taken themselves off the market (jaded, upset, brought a solution and it didn't work. Has demonstrated taking action to solve this problem)

Type 5: Currently with a solution provider at the moment

Which type is your content angle toward?

Are you even sharing the right thing?

If you go for 3s, like most humans, you’re in the most crowded space.

If you go for 1s, what do you need to share with them? Same for 2s and 4s.

And why would we target people not ready to buy?

Because we want to create DEMAND and be early adopters to the buyer’s journey.

When we do our jobs right, we create RESONANCE with them!

Hard to do that when you’re talking in the most crowded space imaginable.

Need my help with this?

There’s THREE ways I can help you.

Join LinkedIn Bootcamp by August 11th.

Work with me 1:1.

Follow and support my content on Linkedin.

Doug