“You can have everything in life you want if you will just help other people get what they want.” – Zig Ziglar
While you are developing content that people want, you need to keep in mind that everything you create for people needs to be valuable to them.
When you’re building your business—and we’re all building our businesses—you need to be thinking, “How is what I’m doing helping my customers?”
This applies when you’re creating training or items to sell as well as when you are actively selling something. It is possible to be creating value and entertaining people while you are selling an item or service.
One thing to keep in mind is that the material that is doing the selling needs to be providing value to your customer. This means that every ad, every video, and anything else you create should be providing value, even if your prospects don’t buy what you’re selling now. They may buy from you later, and if they enjoy how you sell, they may even seek you out.
A couple of issues usually come up when I’m talking about this to business owners:
- What about giving away all my secrets?
- Why will someone hire me if they know everything I do?
First, I am not saying to give away all your secrets and everything you know. There is a big difference between giving away information of value vs. giving away everything you know. I am sure that you know enough that you aren’t going to be able to give everything away in the time frame that people will pay attention to you. You know more than you think.
Second, even if people learn quite a bit of what you do, they won’t know how to do it. There is a big difference between knowing the facts of riding a bike and actually riding one. As long as you can help your customers learn and implement the solutions that you provide faster than they can on their own, they will be willing to give you money to learn how you do it.
This applies to almost every business. If you sell shoes, you can help people learn about the differences between types of shoes and why one is better for them than another. Even if they have this information, when they go to another store the person there may not know what they are talking about. This makes you look even better.
The examples can go on and on. You can be a coach or consultant, you can have a retail store, or a service business, and this will apply to you. As you educate and entertain your customers and clients, you are increasing your expertise. As these people see you as more and more of an expert, they become more willing to buy from you, and if you are good enough, price will mean less and less and, in time, might not matter at all.
As ZigZiglar says in the opening quote, as you help more and more people get what they want, they are willing to help you get what you want.