PRINCIPLE #1

Conviction Earns Attention

*Many people still think information is what the consumer is looking for. But it's not. We're in information overload. What earns attention now is Conviction. People want to spend time with others who inspire them and speak passionately about topics that matter to them. Your  marketing must start here. 

PRINCIPLE #2

Capture Is Easier Than Create

* When we think of marketing and all the things we think we're supposed to do, it's easy for our minds to go blank. If we do manage to create content in the form of a video or blog post it definitely doesn't have conviction.

But when you are in an environment that's easy to talk about the passionate convictions you have, and you simply capture that conviction, it's much easier to build marketing assets from that method. This is the method you want to use to easily build your marketing. 

PRINCIPLE #3

Consumers Need Containers

* Because of information overload, we need easy ways to relate to all the content we see online. To simply do random Facebook Lives doesn't build a conversation with me over time. Most random posts occur as that... random. 

But when you frame your content in a container, like an ongoing show, you have conveyed to me that this is a conversation you're having and, if it's interesting to me, I can keep coming back to this conversation over and over. Containers help us make sense of a chaotic world. They also make it easy to share your content with others. 

So as you build your marketing platform, make sure you have clarified, outlined and named the container for your content, making it easier for current and future clients to engage with you. 

PRINCIPLE #4

Content Starts Conversation

* Too many people are trying to sell from their content and social posts. Marketing is about connection and that connection happens in a conversation. 

If you and I see the world similarly... and you have convicted perspective about something I care about... and you consistently share your convicted perspective in your content... then you win me over. 

The job of content is to simply start the conversation. From that conversation you can invite those engaged to learn more and do business with you.

But it's the conversation through your content that makes it safe for people to engage and has them determine whether you're the one they want to do business with or not.