The Perils of Over-Teaching in Content Marketing

One of the most painful lessons I've had to realize in this business is that teaching too much -- no matter how well-intentioned -- is a fool's errand.?

Especially when you do it to an audience of non-buyers. (like your social media following or general email list)?

Let me explain...

On the surface, it makes TOTAL sense:?

"Just teach them a shitton of valuable lessons for free... because that will demonstrate how good your stuff is... and they'll be delighted to become your customers after that!"?

...said many of the gurus that I followed when I got started. Unfortunately for me...

My brain -- which THRIVES on constantly learning new stuff about the world -- took this way too seriously…

And automatically translated it into an idea that we just have to create content inspired by all the cool new things we're learning and everyone will be happy.?

So that's what I did.?

I started (hard) teaching on my blog... Then on YouTube... And then in my emails.?

And I LOVED it!

It made me feel like I've finally found my purpose... and this was going to change the lives of so many people (including myself).

The Harsh Reality

The only problem was...?

Not everyone's brain works like mine.?

In fact... Over the years, I had to realize that MOST people's brains definitely DO NOT work like mine!

For example:?

As I was having the time of my life devouring all sorts of copywriting & marketing courses faster than Charlie Sheen was snorting through half of Columbia's coke exports...?

Pumping out THOUSANDS of pages of notes...?

And still feeling like I needed MOAR...?

Most people I was talking to were saying things like:?

"Wow, that's so cool... I also wanna learn more about this!... can you recommend a few good books or courses? I'll add it to my list"

?...and then never did anything with them!

Another example:?

As I started going "back in time" to study the OG copywriters & marketers who invented this game...?

I was constantly getting into conversations with people who were raving about all sorts of shiny objects created by all sorts of modern-day "gurus" and advertised as the best thing since sliced bread!

The Startling Revelation from My Own Data

The biggest revelation came from my own numbers:?

As I was sifting through my YouTube analytics... my email stats... my sales dashboard... and the replies I've been getting to my videos and emails over months (and years)...?

One thing became painfully clear:?

95% of people didn't do squat with all that valuable content (despite originally praising it like crazy!)

It's just like what the great Dan Kennedy always says (paraphrased):

"Almost every single population automatically sorts itself into 4-16-80. You can't help it. It's a law of nature. If you give me 100 people of any kind, pretty soon they'll sort themselves into the 3 groups:? 4 of them will be the superstars who actually get things done and produce most of the results.? 16 of them will do a pretty good job, putting in at least some effort.? And 80 of them will lag behind, act passively, and not get results.? I don't care whether you take beggars off the street... or the richest billionaires on the planet...?It doesn't make any difference!? In their respective categories, they will always sort themselves into 4-16-80 4-16-80, baby!"?

Which -- ironically -- is a perfect example of the "80-20 Principle"... twice!

And you know what??

Looking back, I'm not surprised at all.?

In fact, it's painfully obvious...?

I've been an idiot for naively believing most people (especially non-buyers!) REALLY WANT to learn this -- or anything else, for that matter -- just for the sake of learning it?

(which -- for my brain that thrives on learning -- is still shocking to hear!)

Because 80% of them won't really do anything with the stuff you give them (no matter how valuable or helpful)...?

16% will put a reasonable amount of effort into it, and get some results...?

And only 4% will be the superstars who get the best results.

And speaking of 4%...?

You know what else has that same number??

Average online course completion rates.?

Coincidence??

I don't think so...?

(unless it's aliens!)?

In fact, you see this trend ALL. THE. TIME.

In coaching programs... business meetups... professional groups... classrooms... athletic competitions... You name it!

The Key Takeaway for Effective Content Marketing

The truth is...?

Most people don't wanna learn this (or anything else, for that matter).?

They just want the OUTCOME this gives them (preferably fast).?

So...?

If you wanna do content marketing to get more leads... It doesn't really make sense to teach them the "HOW" before people become customers.?

(because they won't consume it anyway)

Instead, it makes much more sense to teach them the "WHY" and the "WHAT" in your marketing...?

And THEN. –once money changes hands -- and they're in the top 20%...?

They'll consume the "HOW" to a certain degree based on their own internal motivation.?

That's a way better model.?

And you know what ELSE is also crucial when it comes to getting your business to the next level?

Making sure you have a proven process for reliably converting the new leads from your content marketing into high-value clients & customers.

And the best way I know of to make that happen – while also making you consistent revenue each month – is by building a list of superfans who “Know, Like, and Trust” you…

And are happy to give you money whenever you ask for it.

That’s exactly what a responsive email list empowers you to do…

And that’s exactly why I’m SUCH a big fan of it.

BUT…

In order to do it right, you need to start the relationship with your new leads on the right foot…?

And make a great impression when they first sign up.?

(while also giving them “next-step offers” – without using aggressive marketing!)

If you’ve ever wondered how to do that quickly, easily, and with minimal effort…

>> Check out my FREE book that solves that exact problem

It’s called “Rapid Lead Activator” and it’s an elegant NEW way to get your new leads reading, clicking, and turning into high-value clients & customers… FAST.

You can read it in under an hour and I’m confident you’ll love it.

So check it out!