This field guide focuses on creating extra-strength marketing content for attracting prospects. Our objective is to create content that doesn’t just attract prospects – it grabs their attention, looks into their soul, and makes them feel an unfulfilled yearning for our offering. This is not a stroll along some flowery forest pathway. We are climbing a mountain, with switchbacks, dead-end side trails, and narrow rocky ledges. Getting it wrong has real, and often expensive, consequences. Getting it right means breathtaking vistas above your competition, experience to climb bigger mountains, and unquestionable bragging rights – what corporate people call a kick-ass resume.
This guide focuses on the job of creating content to attract prospects. A prospect is someone who is has yet to interact with the organization’s product or brand. A prospect may be seeing one of your messages for the first time, or they may have seen dozens of them but not yet responded. This guide does not go into creating longer forms of content designed to convert leads into customers. Here, we are going to focus on getting someone to accept an invitation to take the first step in learning about or trying the product or service.
To get started, I’m going to quickly sum up the seven steps for creating extra-strength marketing content to attract prospects. Then, the bulk of the book will be about digging into each of these steps in more detail.