Scott Adams
I’m writing this Publisher’s Letter from Southern California while attending the Fisher Supplier summit, where I’m speaking about content. As I listened to today’s presenters discuss the importance of timely, compelling content to gain and retain customers, it hit me that I haven’t written to you about it in a while.
Here at Repertoire, we constantly talk about how best-in-class brands use content to grow an audience with the goal of becoming a trusted adviser. Whether you’re a national brand or a professional salesperson, your goal should be the same when it comes to your customers. As a trusted adviser, your current clients become more committed to you, and your potential clients are drawn to you when you deliver content that’s more important to them than it is to you.
I encourage you to read Repertoire each month for stories that have relevance to you – and your clients. Visit Repertoiremag.com and print out articles to show your current and potential clients. Add in a note with your insights on the content, and let these clients know you’d love the opportunity to talk with them more about the subject.
What if you’ve never done anything like this, nor do you see any of your competitors doing this? That’s the exact reason you should be using content to build your personal brand.
Think about your last big purchase. Chances are, you read, watched, or listened to some kind of content related to it.
What about your passion in life? I’d bet big dollars you seek out content around it on a daily basis. The fact that you’re reading this magazine proves you look for content that helps you become the best rep possible. Your buyers do the same thing.
Last month’s issue dealt with flu. This month has content on lab equipment. Now is a great time to try out my challenge of using content to gain and keep customers. What do you have to lose?
Have a Happy Halloween!
Scott Adams