Today, I am going to share it with you!
Marketing and me: 1987 style
When I started out in marketing, one of the many marketing experts I studied wasÂ Jay Abraham.Â Unlike most of todayâ€™s top marketing authors, who tend to focus on sharing interesting concepts, Jay focused on making money.Â Jay would give you a nugget of information, which you could pick up and use there and then, to start making more sales.
Ironically, although Jay was working in content marketing a decade or more, before todayâ€™s Internet marketing gurus appeared, he hasnâ€™t embraced social media and many of you will never have heard of him.Â It was one of Jayâ€™s real world marketing ideas, which started me off in content marketing:Â Though back in 1987 we called itÂ consultative selling.
The idea behindÂ consultative selling was simple:
- You operated as a consultant â€“ Not as a salesperson.
- You shared knowledge â€“ You didnâ€™t sell.
I focused on building a reputation as a knowledgeable expert, by sharing valuable information orÂ content.Â I did radio interviews.Â I wrote articles for business magazines.Â I spoke to groups of business people.Â Remember, this was pre Internet.Â Itâ€™s a lot easier today!
Pretty soon, I had influential decision makers calling me, because they automatically associated me with whatever industry I was working in at the time.Â I was able to meet with people that the sales guys couldnâ€™t get near.Â I was also able to build a huge referral network, because people were always happy to refer me to their contacts; knowing I didnâ€™t push anything on anyone.
By the age of just 29, I had made so much money that I was able to leave a highly paid job, to set up my marketing business.Â Of course, 16 years on we now have; blogs, newsletters, webinars, podcasts and social networks to share knowledge and consultative selling has been rebranded as content marketing.
I can honestly tell you that since the day I started this business, have never had to actually sell anything to anyone or spend a penny on advertising.Â I have always attracted 100% of my clients via content marketing and today,Â I show business owners like yourself how to do the same.Â Itâ€™s a great way to build a highly successful business.
The name may have changed from consultative selling, to content marketing, but the results have remained consistently amazing.
Reprinted with permission from Jim’s Marketing Blog. Â It was so close to a post I was in the process of writing, that I so no need to do my own version. Â Just the names and links are different.