Recently, one of our clients, whom we’ll call Brian, shared a remarkable story that highlights the importance of consistency in marketing. This experience not only resulted in a significant win but also reinforced the value of long-term content creation strategies.
The Initial Meeting
Over a year ago, Brian met with a prospect who was referred to him. From the outset, the prospect was clear:
“We’re happy with our current advisor and have no plans to make changes.”
Brian conducted the discovery meeting but left knowing that there was little chance of securing their business. He decided not to pursue the lead further.
The Content Creation Commitment
What sets Brian apart is his unwavering commitment to content creation. For the past two to three years, he has been consistently producing and sharing content on social media every day. His approach is simple yet powerful:
- Create content that provides value to top prospects
- Share it consistently, regardless of immediate results
- Stay committed to the process, even without guaranteed outcomes
The Unexpected Call
Fast forward to a few weeks ago. Brian received a call from the same prospect who had been silent for over a year. They wanted to meet again.
The next day, Brian walked into their office, ready to restart the conversation. As he approached the whiteboard to begin his presentation, the prospect stopped him:
“Brian, stop. We don’t need to see anything. We’re already bought in. We’ve been watching your videos on LinkedIn for almost a year now, and we love everything you have to say. We’re already sold. Put the pen down and let’s talk about next steps.”
In just one day, Brian went from a forgotten prospect to securing a $250,000 AOR.
The Key to Success: Consistency and Patience
Brian’s success wasn’t due to a perfect script or an extensive network. It came down to two critical factors:
- Consistency: Showing up every day to deliver value through various content channels (email, social media, webinars, speaking engagements)
- Patience: Understanding that most prospects aren’t ready to buy immediately and being okay with that
Lessons for Other Professionals
- Be consistent in your content creation: Even when you don’t see immediate results, keep producing valuable content for your target audience.
- Practice patience: Understand that prospects may not be ready to buy right away, but your consistent presence keeps you top-of-mind.
- Focus on delivering value: Create content with the primary goal of helping your prospects, not just selling to them.
- Stay visible: Regular content keeps you in front of prospects, making you unforgettable when they’re ready to make a decision.
- Trust the process: Even if you have doubts, remember that your efforts can pay off in unexpected ways.
By applying these lessons and maintaining a consistent content strategy, you too can turn seemingly lost prospects into wins.
Remember, it’s not about immediate gratification but about building long-term relationships and trust through valuable, consistent content.
Resources:
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- Connect with me on LinkedIn: linkedin.com/in/andyneary/
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- Connect with me on Instagram: instagram.com/andy_neary/
Business is no longer about who you know. Business is about who knows you. In a noisy industry like we’re in gang, you got to get people to know who you are.