Turn Content Into Clients (Don’ts and Dos)

A guy walks into a marketing forum and asks:

“How can I embed a .pdf into the emails I send for my nonprofit.”

The nonprofit has 600 people on its email list. The guy wants to send a monthly newsletter. He wants the newsletter to be a .pdf. And rather than putting a link in the email to the .pdf, he wants to “embed” the .pdf into the email.

My question to the guy: Why do you insist on doing it that way? Why a .pdf? Why embedded and not linked?

The guy doesn’t know why.

His answer: Just… because.

I see this a lot.

Aspiring marketers who lock on a certain tool or tactic without a clear reason why. Tactics and tools first. No strategic vision.

If you want to turn content into clients…

…you must start with a strategic vision. You must understand your follower’s journey — from prospect to buyer.

You must know the next steps you want them to take and guide them to take those steps.

Only then can you decide on tools and tactics to support your strategic vision.

Two strategic goals for the nonprofit guy to consider (note: you might consider similar strategies for your business)…

1) Identify followers who are most engaged and nurture them with follow-ups.

2) Give engaged followers more and easier opportunities to donate or volunteer.

Now that we have a strategic vision, let’s talk tools and tactics.

Rather than embed that .pdf newsletter in the email, let’s fill the email with summaries of each article in the newsletter.

Each summary would link to a separate web-page (one page for each article).

Use an email marketing system that can track clicks so you know which followers are reading the articles. The ones who click a lot may be candidates for a phone call or personalized note from the executive director or development director.

On each web page, include (in the sidebar or a footer directly below the article) a form to donate (or volunteer if that’s your strategic goal).

See what’s happened here? Two goals defined: Identify engaged followers and give them more direct opportunities to donate.

Tactics designed to accomplish those goals.

Soooo much better than turning somersaults to figure out how to embed a .pdf in an email for…

…who knows why.

Let’s turn content to clients together

Don’t be like that nonprofit guy — churning out pages of .pdf content, turning somersaults to fit the content into some tool or tactic with no strategic vision.

Instead, devise a plan to create messages based on proven, business-building strategies. Act with clarity, confidence, and efficiency.

Don’t waste time churning out content that gets you nowhere. Save time and sell more.

If that sounds like something you’d like…

…let’s talk.

We can discuss ways you can turn content into clients.

Schedule a complimentary “PLAN-to-Prosper Strategy Session.”

During the session (live on Zoom), you’ll discuss with me your situation – what’s working and what’s not. I’ll diagnose problems and suggest ways to fix them. I’ll share actionable tips that you can implement NOW to grow your business without guessing.

Click here to book a session now.