When I think about this episode, it’s all about voice but not just in the way that you might first assume.
Stephen Woessner and I taught a workshop together in January called Creating Content that Creates Revenue. One of the big themes from that workshop was the idea that most agencies really haven’t defined their distinct point of view. I did a whole solocast on that that really does a deep dive on the topic. But it’s really all about finding your agency’s unique voice and weaving that through all of your content, your website, your new business decks, and your agency’s work.
The second way you can see the theme of voice in this podcast is in the idea of using content as the Trojan Horse of sales, as my guest Stephen coined the phrase. When you give your prospective client a voice through your cornerstone content (podcast, book, video series, blog, etc.) by putting the spotlight on them as a guest or subject matter expert, you can leverage that invitation to create a relationship with them that they’d never welcome if you were just trying to sell them something. Giving them exposure and a voice is the door opener that actually gets them to be interested in you and how you work.
I believe this is one of the most effective and least exploited sales techniques in our space and the agencies who master it will be several steps ahead of their competitors. It completely changes the landscape of the relationship you have with prospects.
Finally, we explore the idea of voice from a channel perspective. Voice controlled devices are becoming very mainstream and there are some huge opportunities for agencies in that space. We explore some of the possibilities as we wrap up the episode.
As you can see – this is an episode that is packed with content and thought ticklers. I can't wait to hear your reaction.What you’ll learn about in this episode:
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