Items of Value

Quick reference

• 00:04 In this video we're gonna move on to step four,
• 00:07 creating marketing content, this is where the rubber hits the road, okay.
• 00:13 This is a lot of fun, this is where you guys get to be creative and
• 00:16 have a good time with marketing, okay.
• 00:18 So keep it light, keep it fun, and enjoy it.
• 00:22 So, my favorite piece of marketing I call items of value, items of value.
• 00:29 What is that?
• 00:30 That's you being the expert in your field and
• 00:34 you're doing something that's a how to, right?
• 00:37 How to do x,y or z, right, or the current state of whatever your market is,
• 00:43 or the history of your market.
• 00:47 Introducing the new, that revolutionary thing, okay.
• 00:51 So what you really wanna do is establish yourself and
• 00:54 your business as the experts of your industry, okay.
• 00:57 So David, how do I do that?
• 00:59 Okay, it's simple,
• 01:01 there's a lot of different mediums that you can use to deliver this content, okay.
• 01:05 Cuz we're gonna give you the framework for it, right.
• 01:07 We know the framework, the testimonials, all those different things.
• 01:10 But now,
• 01:10 we're gonna start delivering content that your prospects want to know about.
• 01:15 Something that's going to help them, because the old school marketing,
• 01:19 do you remember you get those emails hey here's this new thing buy it, right.
• 01:23 That's kinda that pushing into you, there's no rapport building,
• 01:27 there's no trust, there's nothing that's being built.
• 01:30 That's like going on a date, right.
• 01:32 And the first thing that you do is you go to coffee and
• 01:35 you say hey do you wanna marry me?
• 01:37 No, that's not gonna work, you gotta go to coffee,
• 01:40 get to know each other a little bit, then maybe you'll go to dinner, right.
• 01:44 Then maybe you'll meet the family, and then maybe you'll get married, okay.
• 01:48 So there's a process to it, that's the old school way.
• 01:51 So the new school way is to start building trust, respect, and
• 01:56 rapport before you ask you prospect to purchase from you.
• 02:00 Does that make sense?
• 02:01 Okay, good.
• 02:02 And when you do this, it's going to create more demand for
• 02:05 your products and services.
• 02:06 It's gonna be a lot easier to sell because you're not trying to sell to somebody,
• 02:10 you're actually fulfilling a need for those challenges with your solutions.
• 02:15 Okay, so what that might look like is this, you can do a written item of value.
• 02:19 So what's included in that?
• 02:21 A white paper or a best practices in your industry,
• 02:25 it could be tips on your market, right, on your marketplace.
• 02:30 Tips, so for example, let's say you sell skateboards, right,
• 02:33 here are some tips on how to flip the skateboard around and
• 02:36 do all that crazy stuff that I don't know the name of.
• 02:39 Okay, so whatever it is, wow that's pretty cool right?
• 02:43 So it can also be a guide, right, a how to, or a step by step guide,
• 02:47 okay, to get something done in your industry.
• 02:52 Next, you might do something else written, an e-book,
• 02:55 right, something that's got relevant information.
• 02:58 Something that's got desirable information,
• 03:00 a unique perspective on information, okay.
• 03:04 So again, you're establishing yourself as the expert in your industry.
• 03:08 This is one of my favorite mediums, clearly is video, okay,
• 03:12 video is awesome, you can shoot a video, right.
• 03:16 You can use the bold promise, you can use your testimonials,
• 03:19 you can teach something, right, it can just be three simple things, right,
• 03:23 tips or best practices, right.
• 03:25 And you can put it on an online social platform, so
• 03:28 something like YouTube, Snapchat, Vimeo, Facebook Live, etc.
• 03:32 Those are things that are popular right now at the time of the shooting of
• 03:36 this video, okay.
• 03:37 So you can shoot a video, you can use your website, right,
• 03:41 you just have to make sure you have a clear marketing message
• 03:44 that's speaking to your ideal client on your website.
• 03:47 And you can give them again some kinda tips or best practices of your industry.
• 03:51 This one is great, a blog, a blog, right, you can use video and
• 03:56 embed it into your blog.
• 03:58 Or you can write a blog and put it in there, okay.
• 04:01 You can also, if you have a video, you can have it translated so that people can read
• 04:04 it too, because there's different modes of learning, isn't there?
• 04:08 Some people are visual where they like to see a video or
• 04:10 they'll maybe read something that's written.
• 04:13 Some people are audio, right, so you can do audio files as well, MP3s.
• 04:19 Right, you can use podcasts, right and
• 04:22 you can put those onto your website or into your blog, or on iTunes, right.
• 04:27 So you can regularly establish yourself as an expert using a podcast,
• 04:31 right and you do these things consistently.
• 04:34 They're not very expensive to do All right, some of them are even free.
• 04:38 So you wanna make sure that, even shooting videos now you can use your phone to
• 04:42 shoot a quick little video tip, okay.
• 04:45 Next, make sure that you embed a podcast or
• 04:49 a video into whatever website or blog, okay.
• 04:54 So that people can find it, okay that's gonna help a lot.
• 04:56 Okay so let's do a quick recap, now you can start creating your marketing content,
• 05:00 this is where you can get artistic, this is where you can get creative.
• 05:03 You can tell me, hey David I'm not artistic, I'm not creative,
• 05:07 you can hire somebody to do this for you, okay, the people love to do this.
• 05:11 You wanna offer items of value, the how to's, the current state of,
• 05:16 the history of, introducing the new, right.
• 05:19 And you can do it from all those different ways we've talked about, written,
• 05:23 you can do it through video, and you can do it through audio as well, okay.
• 05:28 Hope that makes sense,
• 05:29 you use the same framework that we covered in the last videos.
• 05:32 Okay and we're gonna talk more about that and
• 05:35 how you do that in the next video as well.

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