Are You Providing Value?
Right now, the B2B space is full of fluff. While we think we’re providing value, our prospects think differently.
Here’s what’s currently happening:
- We create an ebook, or white paper, because we think we’re supposed to.
- We call it an ebook, but it’s really just 2-4 pages.
- We create a boring LinkedIn ad to promote it.
- We ask for emails in order to download it.
- We start emailing that person trying to sell to them.
In reality, someone might have clicked on that ad because the content of the ebook sounded interesting, but then when they downloaded it, it was full of fluff. Big images, big headers and content they already knew. It didn’t actually provide value. And now, they’ve lost all trust in your company. They don’t see you as a leader or authority in your space. And they likely won’t want to do business with you at all.
You get one shot, and you wasted it on an ebook. You wasted dollars, gave a poor experience, and lost potential customers.
What if we took a different approach?
Start by simply providing true value to your audience. What will ACTUALLY help them? What do they need to know? Take the time to create this valuable piece (And call it what it is! It’s okay if it’s not an ebook.). If we aren’t spending time creating the content, it’s likely not valuable.
Value = time
Time = value
When we spend our time and truly provide value, we in turn gain trust and create relationships with prospects. We become the thought leader they turn to for content, tips, advice, etc. And then, when your prospects ARE ready to consider your product or service, they’ll be more likely to think of you.
So let me ask you, are you providing fluff or value? It’s never too late to start providing value.