A marketing strategy advisor and educator teaching everything I know about the business of consulting.
Using audio in your marketing AND client work
I’m a big fan of audio.
Audiobooks, podcasts, course content, YouTube videos—you name it. It’s by far the best way for me to learn and consume information.
That doesn’t mean I don’t read. My eyes work just fine and I enjoy reading. I just have less time to sit down and read long-form content.
I’d rather be working.
Chances are, your clients are just as busy, which is partly why I recommend short frequent posts vs. regular long ones as a primary marketing approach.
With audio, you can take it on the road. You can listen while doing chores or walking the dog. It’s easy to consume a lot of information that way.
Reading, on the other hand, requires all your focus and attention—something that is at a premium for me and most of the people who hire me.
I also like to use it as a way to deliver content and coaching to Mindshare members.
I have a Slack channel dedicated to my #audiofiles—a quick and easy place to drop ideas and thoughts members can use in their own businesses.
I also do asynchronous advising via audio Slack DMs for Mindshare Engage members (and some of my consulting clients).
They help to create more nuanced back-and-forth communication between calls, saving hours of calls and making it easier to convey more information without long text DMs.
Slack even transcribes it and lets you choose the playback speed, it’s great.
Today I recorded an audio file that I shared with members and I thought I’d share it with you, too.
It’s a follow-up to yesterday’s email about programs vs. campaigns and I get into the nuances a little more about the benefits and how to use it in your marketing.
It’s not polished (doesn’t need to be). It’s from a walk I took this afternoon.
If you’d like to listen, here’s the MP3 recording.
If you’d like me to talk about more ways to leverage audio in your marketing and the delivery of your services, reply and let me know.
—kw
P.S. I'm going to close the doors for Mindshare on Friday at midnight and open them again every few months. If you're interested in joining before doors close, here's the link.
How to Sell Advice
Kevin C. Whelan
A marketing strategy advisor and educator teaching everything I know about the business of consulting.
I've been writing recently about using content to build relationships with your ideal buyer at the peer level. I want to underscore that it's not really about producing either strategic or tactical content. It's not even about teaching vs. relationship building. The reality is, a mix of all of it can work extremely well. The real test is whether you can join the conversation already happening in the minds of your buyers. If your buyers are mostly concerned with identifying and hiring people...
Here’s a mindset for you. What if your emails (or social media posts) were designed not just to educate, but to build a relationship with people in your audience? How would it change your writing style? How would it change your tone? How would it change the content of your emails? My guess is you’d introduce more of yourself into your content. You’d tell more stories. You might even feel like you could relax a little. You’d probably try to speak the language of your ideal audience. You’d...
An interesting question came up today on a Mindshare group coaching call. The topic was essentially why someone’s long-form educational content via email wasn’t converting any leads—even though the list was big enough to think it would. If you tend to teach hard with your content, this might be for you. You might be writing for the wrong audience If you’re consulting, the people hiring you are in a leadership role—i.e. CEOs or other executives. Those people don’t want to get deep down in the...