The 7 Hour Rule | Revamp Your Sales Process With The Power Of Content
In this article, you’re going to learn how to leverage content marketing to shorten sales cycles, close more deals, and massively grow your business.
We use these strategies every single day in order to book hundreds of appointments for our company every week with pre-qualified, ready to buy prospects.
If you want to understand how to create simple, but incredible effective pieces of content (without having to post 4 times a day) – you’re in the right spot.
Times have changed ladies and gentlemen, no more will your prospects simply buy from you because you say they should, instead consumers are more educated than ever and in this competitive landscape your content can be the thing that helps you dominate your industry.
We teach a concept to our clients called “The 7 Hour Rule” which is essentially the idea that it takes about 7 hours of content in order to turn a total stranger into a paying customer.
If you think about the last few deals you had inside of your company, changes are you had been talking with them for a while, they got on multiple calls, spoke to maybe a few of your current clients, maybe even watched a Youtube video or two before they were ready to buy.
This is because when you start your relationship with your prospect, they likely know nothing about your company, so they have little to no trust in you.
So just like when you meet a new friend, you hang out a few times, have a few calls, and all of a sudden they start to trust you more.
Eventually they have so many interactions with you that they trust you enough to buy from you, which is fantastic, except for 99% of our clients (and most likely many of you) knowingly (or unknowingly) do much of this work manually and over a long period of time.
In the United States the average B2B sales cycle is around 3-6 months, so that means it could be 180 days from when you first spoke with a prospect until they were ready to buy. Yikes, that would make it difficult to scale a business quickly.
Instead I’m going to be showing you how you can leverage content marketing to shorten that sales cycle to around 21 days from stranger to paid client, and how to automate the entire process.
Let me illustrate what we’re talking about here, At the top of this page is a diagram I show my clients inside Scaling WIth Systems that shows the difference between most people’s sales processes and our sales process.
So now that you understand the value of content marketing and the impact it will have on the growth of your business, let’s talk about some really strong tips in creating and distributing content to your prospects.
The first tip I have is to make sure all the content you create has massive utility.
As I discussed at the beginning of this article, your prospects and potential buyers are hungry for more information, yet most of the stuff you see online is just total fluff.
Most people shy away from long-form content, or they are afraid to “give away the farm,” but let me tell you prospects appreciate when you are able to educate them on something that can have a massive impact in their life.
Because of the “Law Of Reciprocity” that states that It says that when someone does something nice for you, you will have a deep-rooted psychological urge to do something nice in return.
This something nice in return could be liking the video, subscribing, or even becoming a customer if there is the right fit.
The second tip for your content marketing strategy this year is to repurpose your content.
We help our clients create 1-3 really solid, foundational assets inside of their company (such as sales letters or marketing messages), and then all other content is just repurposed from these foundational pieces.
Ever wonder how Gary V makes 10,000 videos every single day?
Well if you actually listen to it he’s pretty much saying the exact same thing over and over and over again.
I’m not knocking him for it, I’m actually telling you to replicate it.
Do some market research, learn what are the biggest pain points and questions your industry has around your particular service or product, create foundational assets that help educate and inform your industry on how to solve those problems, and then simply repurpose those longer pieces of content into shorter, bite-seized bits that are more easy to consume.
For example, I have a free course which you can get access to in the link in my comments which goes much more in-depth around scaling your business quickly leveraging content, sales funnels, and paid ads, there is a few hours of content inside of there.
That course has been downloaded over 6,000 times with incredible feedback I’ve gotten from people inside of it, so I know it’s useful to them.
So I then repurpose small segments of that content into say this website article, which will interest you enough to go get the free course yourself, get even more value, and then potentially book a time to speak with our team to see if we can help grow your company.
Finally, let’s talk about your distribution strategy for all of these incredibly useful content you’ll be creating this year.
Like that old saying, if a tree falls in the woods, does it make a noise?
If you create incredible content, but nobody sees it, did you create incredible content?
The reason this step is last is because most people let their lack of distribution channels be the reason why they don’t create great content in the first place.
But see since I put it last in this video you have to do it in this order, no take backs.
The great thing about the time we live in is if your content actually is useful, it will naturally be distributed on its own.
More and more companies like Google and Youtube change their algorithms to look for signals that people who consume that content actually enjoy it, such as watch time, or engagement, (smash the like button), or shares.
When I started my Youtube channel a year ago I had no subscribers and I was lucky if my videos got 10, maybe 15 views.
However, as I consistently posted incredible valuably content that resonated with my audience my following slowly grew to the point we’re at today where I have over 6,000 subscribers and we have generated north of half a million dollars in sales from my Youtube Channel alone.
Depending on the type of content you create, some recommendations I have for distributing your content include Youtube, email marketing campaigns, and even just posting on your Facebook, Instagram, and LinkedIn profiles.
Don’t expect a windfall of engagement of money at first, but if you follow the steps I’ve laid out in this article, slowly your content will start to engage, warm up, pre-qualify, and even sell your prospects, all without you having to life a finger.