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Here’s where we’re at in this series. So far, we’ve covered:

This week, we’re unpacking another specific content tool that will help you set a content net to lure in your prospects for the benefit of your business and the benefit of your prospects and customers.

The Golden Rule of Marketing?

The golden rule has been passed down from generation to generation for centuries.

But, sometimes, the marketing and sales messages that are thrown in your face can make you think that not everyone has learned that rule.

The golden rule on a chalkboard

Think of it this way: have you ever turned off your TV, closed your laptop, or shut off your phone just because you can’t take it anymore? You can walk away feeling simply awful about yourself with messages like:


It’s depressing that companies build their marketing campaigns around telling people that they’re not enough.

But, what if you didn’t go that route?

What if instead of policing what others are doing right and wrong to gain leads, marketers took on the role of being a coach/teacher, playing the role of a helpful guide? Wouldn’t it make sense that your audience would be more willing to listen to your brand if they knew you genuinely had a desire to help solve whatever issue they were having?

Yep. And that’s the whole idea behind a content net.

Why You Need a Net

If you’re looking to wrangle in more leads and sell more printing, you can do this one of two ways: 1) chase prospects down with in-your-face sales letters and tactics or 2) let your audience come to you using compelling content.

A content net offers you an easy way to invite your prospects and to gain leads, but more importantly, it serves your customers and prospects with relevant, educational information.

It skips the slimy, “salesy” tactics and, instead, provides a way that your website visitors know:

  1. You care about their problem.
  2. You can offer a solution.
  3. You’ll continue to be a helpful resource if and when they have additional questions.

By figuring out what your prospects and customers need and then building a content net around meeting those needs, you can get out of your own way. You can focus on building relationships by being helpful and not wearing yourself out trying to chase people and sales down.

Content nets allow you to keep your prospects and customers exploring happily in the net until the time is right for them to make a purchase.

White Paper Power

Content nets can consist of blogs, your social media presence, your email newsletter or email marketing blasts, and white papers.

White papers offer you the ability to combine your empathy-led sales approach with the authority necessary to prove you know what you’re talking about.

For your prospects and customers, white papers help solve and address their sales and marketing problems, and for you and your company, white papers offer numerous benefits. For example, white papers:

How to Be Their Expert

“Yeah, but what would I write about? I’m not a writer, and even if I were, I don’t have time to write papers on top of running my business.”

Sound familiar?

Here’s the deal: white papers simply need to answer the questions your print buyers are asking. For example, take a look at this:

  • Your customer’s question: “How do I entice people to read my email, newsletter, etc?”
  • Your white paper answer: Quick Guide to Killer Headlines

  • Your customer’s question: “I just opened a new business, but what printed materials should my business have?”
  • Your white paper answer: The Ultimate Print Guide for Running a Small Business

  • Your customer’s question: My business brand is starting to feel dated and old. How do I know when a rebranding is right for my business and how to go about it?
  • Your white paper answer: Rebranding: The Freedom of a Fresh Start

And there you go… You might not be THE expert, but you’re THEIR expert.

It’s About Time

Lastly, about that time issue.

Your time as a business owner will always be valuable, and it’ll most certainly always be demanded of you.

That’s why it’s important to partner with a content subscription service that can write and design the papers for you. You can have new content automatically updated to your website without worrying about all of the hours it takes writing, editing, designing, and coding.

Think about it: you could either go on chasing down your prospects and spending time you don’t have to create content for your content net, or you could partner with someone whose single mission is to showcase your expertise to help you sell more printing.

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