What Is Content Conversion?

The title of the webinar that we’ve got Wednesday (today, folks!) is content conversion. Can you tell me what is content conversion? Why is that different?

Jeff: It’s different Alun, because so much of what you get in marketing, especially online marketing, is banging people over the head. Get this, get this, get this.

We Won’t Rub Cheese On Your Neck (Whaaat?)

Back in the 70’s, I grew up in Central Florida. We moved there six months before Disney opened. People were talking about the crazy folks that bought up the swamp land southwest of Orlando. There was a stereo store, and I can’t remember the name of the stereo store. But I remember their slogan. Their slogan was, “We won’t rub cheese on your neck.” There was a picture of a guy screaming with cheese being rubbed on his neck. I was like, “What!”

[Note: when you turn up to the webinar, ask Jeff what the store name was!]

It got your attention, but their whole thing was, every other stereo store in town, was hard sell, try to hammer the message home. Practically force you in to buying something. This particular store was all invitational. Here’s what we’ve got, what do you need? Here’s what we’ve got, here’s what it will do for you, here’s what you can do next. It was all invitational. Of course they were the number one stereo store in town.

I think it’s significant I can’t remember their name, but I can remember their slogan. It was all about invitational marketing. When I talk about content conversion, it’s really a powerful one-two punch.

Create Your Content, Then What?

The first step is creating that content, delivering your message in a way that’s easy to consume. That can be with a video, with an article, a blog post, it can be in a lot of different ways.

Then, simply inviting people to take the next success step. None of us like to be hard sold. We try to avoid those people. When you’re inviting people to take their next success step, that turns everything on its head.

One of the things we’ll talk about on the webinar is how your job online is to invite your prospects that already want to take the next step to take those next success steps. In other words, your prospect already wants to take the next success steps.

They’re not on a webinar, reading an article, watching the video, because the pool was closed. They’re interested in something. They’re looking for help, and are already wanting to take the next success steps. Your job is to help them do it using invitational language in content conversion is how you do it.

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