Last month I conducted a three-day seminar. Seminars are a part of my feeder system with the chief purpose being to “hook a whale” (my term for a highly desirable, valuable client.)
There are, of course, many ways I cast nets to find clients. Books, tele-seminars, webinars, newsletters…are all done ultimately with the intention of gently inviting people to inquire about my services. Yet each has a different strategic purpose.
That’s a key point. You have to know your purpose for each piece, each item, each event. You have to know what your purpose is for being there. For being anywhere.
Most people are what Zig Ziglar used to call “wandering generalities.” They have no clear purpose. No definitive objective. No focus.
People put more thought into writing their grocery list than their key objectives for meetings, events, appointments.
For example, if a newspaper, magazine or trade publication invites you to submit an article and you merely write and deliver a good, content rich article and it is published, you have failed.
That newspaper, newsletter or magazine is a place. Depending on who reads it (which you need to know) why they read it (which you need to know) how many read it (which you need to know) and your own needs and purposes (which you need to know) you must engineer what you write strategically.
If you are hunting for whales, you need to present different bait than if you want to attract the greatest possible number of people to visit a website you reference. (Read more about ‘whales’ in my article Hunt Whales and Get Rich here.)
Whether you are writing a blog post, an email, an article, thought must be given to what you are trying to achieve. Your success or failure will be determined by whether or not you achieve that goal.
Keep in mind, your purpose for doing an event might not be the same as mine. Nor is the purpose of every article you write the same.
Not every business needs, wants, or is prepared to care for a whale. Some businesses may need “Milk Cows” that give them a steady stream of business month after month and guarantee them sufficient income.
Another business might be starting out and looking for a lot of “Minnows,” each with a relatively low value, but easier to exceed expectations while they increase their experience and get good at delivering their product or service.
Over time this purpose may change too, which means each time you sit down to write, you must evaluate what your purpose is and who your audience is, avoiding the trap of always delivering in the same way.
My own strategic purpose is not the point. Having a strategic purpose and knowing how to insert it into everything you write, that’s the point.