Become a content production company first, and only then deal with your product or service. A year and a half ago I believed that idea — here's what came of it.
One belief that can grow your business tenfold.
About two years ago I heard an interesting idea from Gary Vaynerchuk: “If you become a content production company first, and only then deal with your product or service, you’ll be able to grow very fast.”
I thought about it and decided to try.
Now, a year and a half later, 90% of what we do is producing and distributing content, and only 10% is courses and other services.
I can tell you that this shift in thinking, this change of focus, really does lead to enormous growth. When we deal with new content first and our product second (whether it’s a product or a service), we always have plenty of people who want to buy it.
I’m not saying product quality doesn’t matter or comes second. No! What I’m saying is that we put all our effort first into getting as many people as possible to hear about our product and what we do, and only after that do we work on the product itself. Delivering on your promises is the single most important factor in business.
There are huge numbers of entrepreneurs who work hard at their craft. Their products and services are good. But almost nobody knows about them, so they can’t grow systematically. Word of mouth is a rollercoaster: four clients call today, none tomorrow.
If an entrepreneur like that decides that my car repair shop, my beauty salon, my shawarma stand, my furniture, hardware or grocery store is now first and foremost a content production company, the next twelve months could surprise them.
Today, producing and publishing content matters more to a business than anything else. It’s the entrepreneur’s task number one. They don’t have to do all the work with their own hands, but this process does have to be the priority in their attention.
The logic is very simple: if nobody knows about you, nobody will buy anything from you.
Every day I get dozens of incoming requests for consultations, hundreds of people from all over the world go through our programmes every month, I get invited to speak at various events, corporate clients ask me to run seminars and team-building sessions, I’m a regular guest on radio and sometimes take part in TV shows.
Behind all these pleasant opportunities stands just one word — CONTENT.
Everything I’ve described above will only work for you if you make good content. If you motivate a fool, you’ll have a motivated fool. Publishing three bad videos a day will get you nowhere. That’s why I’m constantly learning how to create content and constantly getting better at it.
I even recorded a separate course, “Author”, where I put everything I know about growing an audience and organic growth on social media.
Whatever business you’re building today: if you start publishing content regularly and learn how to be a professional creator along the way, in a year you might not recognise your life.
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