What John Daly taught me about booze... I mean... content.

When I was a teenager I worked two jobs every summer (3 summers).?

One was busing tables/dishwashing for a local pizzaria at nights.

And the other...?

Was a caddy for a country club on Long Island.?

Well, if you know anything about Long Island, you'd know there's some serious cash earners playing the links and smoking fat cigars.?

One summer John Daly happened to play a round with my group.?

On on beer break (there's a lot of those) he was telling the group how the best golfers don't worry about the driver (the first swing) too much.?

They worry about the last 150 yards because the last 150 yards is the hardest and ultimately separates the wheat from the chaff.?

The 10 iron, sand wedge, and putter could make or break your score.?

At the pro level everyone has a big drive. Nothing special. It basically the same as every pro basketball player has a good layup. (Yes, yes... I'm aware they can screw up the drive even at the pro level).?

Content is a lot like that.?

Most of what you see with the gooorooos and recently-turned-LinkedIn coaches is basically teaching you how to swing Big Bertha.?

The hook.?

The virality

The "reach"

The "community"

The how-I-went-from-0-to-12k-followers-in-72-hours

The "ring my bell" stuff

That's basically just setting your 300 yard shot up.?

Great, right?

Now what?

The now what factor is what I specialize in. Getting to the dang hole (sales) in the least amount of swings possible.?

Clients know I call the last 150 yards the Consideration and Decision phase.?

So... let's assume you know how to build a following, you know how to get eyeballs, you can post about the benefits of Whole Milk and get 1k likes...?

Now let's shift your content into the 150 yard game.?

What is it about?

It’s about getting your ideal buyers to consider your solution(s).

Growth (your big drive) was more personal branding.

Consideration Phase is solution branding.

Read that again.

Solution. Branding.

So, I want you to think about the following things:

+What category of solutions do your?buyers look into?

+What is the best way for your?consumers to learn about the different categories?

+What are the advantages and disadvantages of each group in the eyes of the buyers?

+What factors do buyers consider when deciding which category is the best fit for them?

Did you write down your answers? (I would turn your answers into content, if I were you)

As you can see, it has nothing to do with delivering MORE value.?

It has everything to do with?getting buyers interested in where your solutions fit in their minds. People are BOMBARDED with solutions.

Giving VALUE isn’t going to get them to consider you (consistently).

If not value, then what?

It’s really about how well you can VALIDATE their experience in the market.

Ever gone to the doctor and this happens …?

It’s a powerful thing to speak and validate THEIR experience.

VALIDATE first, deliver a solution, get them to see HOW you work, and get out of the way.

Want to see examples of my last 150 yard posts?

As you can see... I validate an experience (emotional), I deliver a solution (logical) and I help you envision working with me... I didn't give you 5 ways to boost your reach (Google it).?

Make sense... ?

So, forget Big Bertha... let's get to chipping and putting in the least amount of strokes possible.?

Questions?

Lemme know.?

-DOUG