Why 40% of Business Content Actually Hurts Your Sales (And How to Fix It)
Have you ever wondered why some businesses thrive while others struggle to make an impact?
The answer might surprise you: it's all about how they approach content creation and marketing.
In today's digital age, where everyone has a platform, it's easy to get lost in the noise. But what if I told you that 40% of business content actually hurts your sales?
That's right - nearly half of what companies put out there is working against them.
The Content Explosion: Blessing or Curse?
Think about this: there are about 8 billion people in the world, yet 4.75 billion pieces of content are posted on Facebook alone every single day.
That's more than half the world's population!
Add in Instagram's half a billion daily posts, and you've got a recipe for content overload.
Here's the kicker: 50% of online content is deemed useless, and 40% of business content actually reduces the likelihood of someone making a purchase.
We've gone from competing with just the elite who could afford radio and TV ads to battling it out with everyone and their dog (literally - some pets have their own social media accounts!).
The Shift in Marketing and Sales
The lines between marketing and sales have blurred significantly over the past 15 years.
Thanks to e-commerce, marketing departments are now responsible for sales like never before. We're creating digital salespeople through funnels and upsells, educating customers along the way.
But here's the thing: 97% of prospects don't want to be pushed.
They've been conditioned by platforms like Amazon to buy without needing a person. This has created tension between prospects and traditional salespeople.
The Power of Education-Based Marketing
So, what's the solution? It's all about education-based marketing. Instead of just posting content and hoping for the best, we need to be strategic. Here's how according to best selling author and business legend Amanda Holmes:
1. Establish Rapport
Use your content to build trust and respect. If you can do this, you're already 65% of the way to a sale.
2. Articulate Their Pain
If you can express your prospect's pain better than they can, they'll believe you have the solution.
3. Provide Value
Offer solutions and position yourself as an expert in your field.
4. Reset the Buying Criteria
Educate your audience on what they need to know to purchase a product or service like yours.
This ensures you're not accidentally sending them to your competitors.
The Inverted Buyer's Pyramid
One powerful framework to consider is the inverted buyer's pyramid. It flips traditional thinking on its head:
Global Pain: Understand industry-wide issues to establish credibility.
Targeted Pain: Address what keeps your specific prospects up at night.
Solutions: Position yourself as an expert by providing valuable insights.
Resetting Buying Criteria: Educate prospects so they see you as the only logical choice.
Your Product/Service: By the time you mention what you're selling, they should already be sold on you.
This approach ensures you're not just reaching the 3% who are ready to buy now, but engaging the entire market.
Putting It All Together
Creating content that converts isn't about bombarding your audience with sales pitches.
It's about providing genuine value, understanding their needs, and positioning yourself as the go-to expert in your field.
Remember, consistency is key. Don't get discouraged if you don't see immediate results. Building trust and authority takes time, but the payoff is worth it.
So, take a step back and look at your content strategy.
Are you just adding to the noise, or are you truly educating and engaging your audience?
By focusing on education-based marketing and following frameworks like the inverted buyer's pyramid, you can ensure your content is working for you, not against you.
It's time to stop hurting your sales with ineffective content and start building genuine connections that lead to long-term success.
Are you ready to make the shift?
PS: You can check out Amanda Holmes breaking it all down in today's episode of Content Is Profit
