Information is FREE…it’s available everywhere…there is a massive amount of it on every topic in the world available at your fingertips. So why do you need me…or why do I need you?
Much of the business world today still doesn’t really believe the above statements…even though they say they do…they don’t. If they truly believed it, why would they continue to produce more of it? Eric Schmidt of Google did a study several years ago where he showed the amount of information we now produced in 48 hours is equal to all the information produced (written, video, etc.) from the beginning time up to the year 2003…every 48 hours this amount of information is created!! With this amount of “content” flooding the markets, why do companies (and individuals) still think we need to produce more than this incredible amount of information we already have? We don’t…but there is something we need more of…YOU!
In reality, we do need new information created because there are new technologies and new innovations coming out every day…this is not the information I am talking about. I am talking about the “re-packaging” of existing information and publishing it again, and again, and again. Do we really need to see more information about the same products and services…they haven’t changed, only the marketers have dressed up the information to make it look like it is new information…it’s not. The product is the product as the service is the service. We get it…and we don’t need it repeated 50 times.
But what we do need more of is YOU…your INSIGHTS…your PERSPECTIVE…your PERSONALITY…your EXPERIENCE with the products and services that will help us make better use of these and help all of us SAVE MORE TIME. This is what we need more of…but for some reason it is hard to get…it’s just easier for marketing to “spin the information” in different ways and tell us it’s different.
I am an active blogger…averaging 5 days per week…plus posting on places like LinkedIn, Medium, and other sources…including writing articles and of course giving lots of speeches. With that volume of content going out, do you think for a minute I could take basic information and spin it 30 different ways every month…365 days of the year? Not a chance…everyone would not only stop reading but they would disconnect from everything I ever published if I trashed them this frequently with the same information over and over and over again. This is NOT what your audience wants from you…
What they get from me are my INSIGHTS…my PERSPECTIVES…my EXPERIENCES…my VIEWPOINTS on the information. It’s what they constantly tell me they APPRECIATE hearing…different ways to look at something that they can identify and connect with.
THIS IS WHAT YOU HAVE…ARE YOU WILLING TO SHARE IT?
When I help build a “content and communication strategy” for a CEO, it is never about how can we get more information to dump on their trusted audience. If we did, they would all call up the CEO and ask them what the heck they were wasting their time with all this information. But when we take this information and the CEO puts their experiences and insights behind it…IT BECOMES INCREDIBLY VALUABLE. Now everyone wants to read it and learn from it and use it…this is the gold.
And this works the same way for your company as well as the CEO…your company is full of amazing insights and perspectives on a plethora of information available in the market today. You have more information than your audience could ever absorb. You have built your company on this kind of information and you know it better than anyone…but how do we know that? How do we know how incredibly bright and awesome you and your people are unless you share it with us? If you don’t, you’re just another commodity with the same information all your competitors have as well.
WE DON’T NEED MORE INFORMATION…WE NEED MORE INSIGHTS THAT CAN HELP US BE BETTER AT WHAT WE DO AND IMPROVE OUR LIVES!
This is something not everyone can get or has…only you! This is why we don’t need more of the same information spun around 50 different ways…WE NEED YOU! You are the “secret sauce” that gives us value and helps change the way we do business or how we can improve our lives. YOU are the one that can bridge the gap between the mass of information. YOU are the one that can help us get on a straight path instead of wandering around trying to figure it out.
YOU ARE THE ONE THAT CAN SAVE ME TIME AND GIVE ME SOME TIME BACK TO DO WHAT I DO BEST!!
Are YOU up for the challenge? Your customers and potential customers are begging companies for this every day…but they keep spinning the same old marketing hype in 50 different ways and shoving it out to them and calling it good. But for those that see how powerful this is…you will stand apart…stand above all the noise being put out from your competitors. This is your OPPORTUNITY at DIFFERENTIATION. This is your chance to show your CUSTOMERS how much you OBSESS over them. Are you up for the challenge? The market is wide open for you if you are…because most others won’t ever take the chance and capture the opportunity. Will you???
