My Most Important Advice for 2019

I wrote "A content shock to the system" as my "most important update" for 2018.

This beautifully animated Lucia video summed it up nicely:

Stand Out or Shut Up

“Content shock” means there’s more published than we can possibly consume.

To get our eyeballs, you need to stand out with remarkable (at least original) content in a voice unlike anyone else’s – or don’t bother.

Why? Because your audience is armed.

We will block you.

We will fast-forward past you.

We will pay to avoid you.

So, pretty much for the past 15 months, I’ve been telling everyone who cares to listen: You’ve got to create and promote worthwhile content.

And, pretty much for the past 15 months, my clients’ responses have been the same:

Anxiety, Fear, and Content

Long-time readers may recall, I slipped into depression, triggered by my content paralysis. I was convinced I had nothing to say and, with “content” the only viable marketing game in town, I was lost.

The Journey pulled me out of it.

I chronicled it in “My Marketing Mid-Life Crisis.”

So, I get it. I totally get it.

Getting my clients to produce content has been a tooth-pulling exercise because (pick one):

They don't: (a) write. (b) write well. (c) like to write.

They would write if they: (a) had time. (b) had anything unique or (c) anything at all to say.

They’d write if they thought it would: (a) get read. (b) make a difference. (c) help sales.

+++

#RecordYourself

I have found the antidote to content anxiety.

Record yourself, then give the recordings to your marketing communications person.

This works, and here’s why:

Almost all your business reading is dry and – consciously or no – you’re okay with that.

Why? Because you read for information. Your reading is highly utilitarian.

UTILITY is what YOUR prospective audience wants from YOU.

When do you DEMONSTRATE your utility?

When you’re in the flow. When you’re doing what you do best!

+++

So Let Us Follow You Around!

If prospects really knew precisely what you do, and how you do it, would they hire you?

If the answer is no, you’ve got some soul-searching to do.

But if the answer is yes, then let them know precisely what you do and how you do it!

How? By recording yourself, of course!

I shared two recordings recently and let me tell you what happened.

+++

First, I demonstrated my utility with LinkedIn for lead generation.

Justin hired me after this post.

+++

I demonstrated my utility on a client call. My logical questions showcased Nic Anderson’s expertise.

Nic hired me after this post.

?And Doug hired Nic!

See how this works?

+++

YOU CAN DO THIS!

I’ll tell you precisely how. These are the tools you need:

Get TapeACall (for iPhone) or find an Android-compatible equivalent. TapeACall costs $19.99/year. I recorded the call.

Use Otter.ai. It’s free. I uploaded the audio file for a free transcript. (It required edits but it was most of the way there.)

Use TechSmith (SnagIt or Camtasia). Edit the audio. Or outsource it.

(I sent mine to Lucia.) ??

Use YouTube. It’s free. Upload your video to share; or,

Upload to Anchor.fm. It’s free. Upload your audio file.

Then embed on your site.

Pat yourself on the back. You produced real, share-worthy content your customers and prospects appreciate. Not fluffy, self-aggrandizing nonsense.

Or forget the first seven steps and hire me to do it for you.

In closing,

You never know when you’re going to say something “really smart.”

I can’t tell you how many times I’ve been on a client call and, after making my point, think to myself, “Dang it! That was probably the best I ever explained that. I wish I recorded it!”

Now I do.

And so can you.

Thank you for joining me on The Journey.

Click here if you'd like to receive The Journey as a bi-weekly email.

This article, Journey #64, first appeared at medicalmarcom.com.

+++

About the author: As a consultant, Joe Hage specializes in marketing strategy and communications, lead generation, and website development for medical device and related companies. > See MedicalMarcom.com

As a publisher, Joe leads MedicalDevicesGroup.net and the Medical Devices Group (350,000+ members) on LinkedIn.

As a conference producer, Joe hosts the 10x Medical Device Conferences. > See MedicalDeviceEvents.com