Some people might say that its money. That would be a very good response. Money is certainly the motivating force in business. It is the reason why every business exists. It is also the reason why many businesses no longer exist. However, it may be too obvious of an answer.
To figure out what really is the most powerful force in the business world, we need to be a little more creative, a little cleverer and think outside the box a little bit.
We need to peel back the layers of the onion, so to speak, and take a look at what is really going on.
To begin with, let’s look at what businesses do. The answer to this one is fairly obvious. Businesses sell things.
From there it’s an easy step to say that because they sell things, they make money. Therefore, what businesses do is make money. However, this line of reasoning is flawed. The purpose of business is to make money.
This purpose is the end result of a process that begins with what businesses do. So, we find ourselves back where we started.
Let’s begin again, by agreeing that what businesses do is sell things.
Now, instead of jumping to a conclusion, and confusing purpose with process, let’s take a closer look at the idea we’ve agreed upon. If businesses sell things, then what are those things?
We need to look deeper to see what common element makes up both products and services. If we can determine that, we have probably come close to answering our original question.
Products perform a function because of the information that went into the design.
Services do the same, except that the information is contained in the expertise of the person performing the service.
Because of this, information is actually the most powerful force in the world of business. This way content is Queen (King) when it comes to generating sales leads.
Before a business can sell you their product or their service, they have to sell you themselves. And that is where content plays a critical role. It is your content, that develops your expertise, who you are as a business leader and why they would want to do business with you! It becomes YOU that they are buying, not the product, not the service, but the company or the owner. They want YOUR service, because of YOU and YOUR reputation and their feelings for YOU.
Don’t miss this critical step. It changes the dynamic of the sale from salesy to educational. The focus becomes educating the buyer about the company, the product and the service. They could love the product, but if they get a bad feeling about the company…. the sale is lost.
So, your content can be the pathway to sharing who you are, who the company is and why they would want to do business with you. The content on your website, your emails, your advertisements all contribute to this. It is worth investing a bit of time in your content. Remember, if you hire it out — it still has to be in YOUR voice.