Content Starts and Ends With You
Jon Buchan has taken the notion of engaging content and completely flipped it on its head. Where many businesses focus on creating slick copy that presents a squeaky-clean image of perfection, Jon presents an idea that challenges the status quo. And he gets results.
Rather than try to fit the mold of what everyone else is doing, Jon decided there was one resource he could rely on to generate compelling marketing materials: himself. Most cold B2B emails start with something formal and rigid. But no one actually speaks like that.
Have you ever sat down with a friend to have a drink, only to have them spout off composed jargon that sounds as if it’s been rehearsed for years? Odds are, unless you have some quirky friends, probably not. Instead, that conversation is more than likely going to be authentic, honest, and engaging. In this episode, Jon explains why using a method that follows these principles works — and most importantly, how you can apply it to your business.
Key takeaways
- Businesses don’t buy things, people buy things.
- Pull the curtain back on marketing techniques, and be real about your intentions.
- Authentic content is the best way to attract the customers you want.
- Why so serious? Marketing can be funny!
- People do business with individuals they enjoy.
- Be who you are and enjoy it.
- Would you have a beer with the person marketing to you?
- You can’t put tangible tracking rates on authenticity, but it’s crucial to everything.
- When you chase after every deal possible and try to be someone you’re not, you sacrifice what makes your business great.
- Cold leads are still effective if you’re honest.
- People want to be part of a story. Help them be in yours through your marketing.
- LinkedIn marketing is the new wave of finding targeted prospects.
- Subscription models are for more than just Netflix.
- “The right words, in the right order, to the right people will get you almost anywhere in life.”
Download This Episode’s Transcript
About the Author
Shaun Buck is a self-made entrepreneur, author, coach, speaker, philanthropist, and CEO of the successful content marketing company, Newsletter Pro. He's been a guest expert on numerous podcasts, trained over a million entrepreneurs in marketing and business success, and contributes as a columnist on several sites. Recently, Shaun earned spots 120 & 343 on the Inc. 500 list of America’s fastest-growing companies. He was recognized by his peers when they voted him Marketer of the Year. Shaun also received the Entrepreneur 360 award and saw Newsletter Pro voted as one of Idaho's best workplaces for four consecutive years. Additionally, Shaun was honored as Idaho's Man of the Year for his dedication to raising funds for children's cancer research. He is also founded and CEO of the non-profit, Fostering Christmas, which has ensures thousands of foster kids in Idaho have a Christmas each year.