Use this texting trick whenever you need to make a good impression

You’re meeting an important prospect in a day or two. 

If the meeting goes well, it could put a lot of burritos in your freezer.

Try this tactic:

Say to them, “You know, I made a video/wrote a blog post about bridge loans. Let me text you the link. If you’ve got three minutes to take a look, it will help us to be on the same page when we meet.”

There's a simple way to prepare this in advance, but let's look at what it does.

You’ve just accomplished three things:

First, you just showed this potential client that you are an expert and you're super-prepared. How many of your competitors can casually whip out a link to their own spot-on content?

Next, you’ve pre-sold them to your cause. You didn't write that article, and the video based on it, just for information alone. They are spiked with compelling reasons the prospect should do business with you--in addition to providing useful information.

Finally, you’ve saved 10-15 minutes explaining bridge loans. Use this texting trick enough, and all your meetings will be shorter. You’ll be able to talk to more people (and you will!). Prospects will come to you, pre-sold on your offer.

Look, I wouldn't even be posting this, except that we're drowning in digital noise.

It's easy to get caught in the social media treadmill, where you have to keep posting things that will largely be ignored, just to keep up with everyone else who is constantly posting.

I've found a way out of this trap.

All you need to pull this off is a core of tightly-focused content. Just one article for each question, objection, or explanation that you tend to address more than once a month. But there’s an important catch. 

Each one of these articles has to also provide a compelling answer to the question, “Why should I do business with you, over all the other choices available?”

I call this collection of articles your Backbone Marketing Content. It's a set of clear answers to the most common questions and objections you have to field. It's a core of highly-focused descriptions of your most important products and services, the problems they solve, and the reasons you sell them.

This level of focus saves you time and multiplies your impact.

Once you've got your content, it becomes the basis of all your social media, all your advertising, and anything you do to promote your company. You can link to it in any text or email. I recently blogged about 37 different ways you can use it.

Your Backbone content is automatically relevant to anyone who sees it. Better still, it's completely original, specific to you and your business. It's hard for anybody to imitate you.

My professional life changed when I shifted from hustling small copywriting gigs to writing Backbone content for high-performing individuals. It's a key to wealth, it's a massive time-saver, and it cuts through the daily noise like a chainsaw.

What are the top 5 things you wish new clients understood about your business? Come up with a compelling, permanent way to explain each one, and you're on your way to developing your own Backbone Marketing content.

It all comes down to three words: Clarity, relevance, and originality. That's all that any business needs.