Unconventional lead generation content strategy: How your failing forward lessons can win more clients than just putting your best foot forward?
No matter what we do, we often strive to put our best foot forward.
This is no exception when comes down to business.
It is especially so when we think about lead generation content strategy.
We want to talk about what makes us good.
Not many people are aware that it is usually done out of fear – to protect our reputation.
However, people are more guarded these days in choosing who to believe and what to believe.
While focusing on your success and what you are great at can win you many opportunities, it can only do so much.
There is always this desire and interest of people wanting to dig deeper and know what really makes up a person in terms of who he or she is.
This happens not just in accessing someone’s credibility, but also to see if the values are aligned.
Especially in this digital age crowded with noise, in order to stand out and gain a deep connection with your audience, you need to be authentic, rather than just being persuasive.
This is where your lead generation content strategy needs to be unconventional, with a purpose.
Why you should leverage on your failures and mistakes?
By failures and mistakes, I mean those that you have learned a lesson and how you apply those lessons in your life.
This can serve as a very powerful piece of lead generation content and rich value to your audience you are serving because it is real.
At some level, most people would be able to connect with it, not so much on the intellectual level, but more so with their emotions and values.
Dr. Brené Brown, a research professor at University of Houston Graduate College of Social Work, as well as the author of the #1 New York Times bestselling book, Daring Greatly: How the courage to be vulnerable transforms the way we live, love, parent and lead, has spent the past twelve years studying vulnerability, courage, worthiness and shame.
Through her research, it has shown that people connect more with those who have weaknesses.
Every superhero has weaknesses (Superman has kryptonite, for example).
Most of us don’t trust examples that are too good to be true.
While many successful people are successful in their achievements, they are also successful in learning from their failures and mistakes as well.
How to use your failing forward lessons to win more clients?
Before you jump into telling your stories of failures, it is important to realise that it is not just about whining your way through and getting sympathy from others.
In fact, this can backfire even more (even though there are people out there who are very good in this and still build a following).
Neither are you going to tell your grandmother stories since the day you are born.
It is essential to be clear what is the point you are trying to serve with your story and how can it be beneficial for your audience?
Below are five key points to take note, for this to work in your favour and advantage:
- Start with where people are at.
- What impact is your story trying to create?
- What do you stand for?
- Prioritize your key learning points.
- What is your call to action?
This means to open your story by speaking about those common or universal concerns, worries, fears and struggles your audience would probably feel the same if they were you.
This helps to build an instant connection and rapport with your audience and generates deeper desires of them wanting to travel down this journey with you.
An impact is something that is greater than serving yourself. This is where you are influencing people at a larger scale.
Impact is what makes the difference.
Consider someone who had overcome his illness sharing the story to prove his worthiness versus someone who wants to tell his story to garner worldwide support for this group of people who are suffering from this illness.
It really depends on how deep and wide you want your story to go and the results you want to get.
During the process of overcoming your setbacks and failures, what values do you uphold?
This demonstrates your integrity in moments of crisis and it speaks louder than anything else.
You may have several points you want to cover.
After laying all of them out, it is good to highlight on the most important one.
This helps your audience to focus and prioritize their learning as well.
After telling your story, what do you want your audience to do about it?
By getting your audience to act, you are getting them to make small commitments and this brings them closer to what you have to offer.
Making the first step forward can be as simple as signing up for an event, download certain resources or to pay it forward to their friends.
It is better to get them to commit to something small than just sitting on the sidelines.
Next time, when you fail at something, make it a part of your winning lead generation content strategy that helps you to win more clients because you deserve to be rewarded in greater ways as much as you strive to add value to your audience.
Celebrate your mistakes and use them as your catalyst for growth and hence success.
Here’s a real story of how an entrepreneur learned from his own failures…