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What a Company Cares About When Investing in Your Content

What a company cares about when they’re investing in your content and when we talk about investing in content. We’re talking about six and seven-figure deals that companies are making. They don’t react to an emotional piece. They don’t react to some impulsive, ‘Oh I saw this guy or gal speak and it felt great so here’s a million dollar.’ That’s not how they operate. There are systems and processes in place. There’s needs that are identified. There’s systems they have to go through. There’s compliance. They want to know that if I change these behaviors, if I spend fifty thousand dollars to change the behavior, this behavior in this sales population, over a six-month period, there’s gonna be a result. And a measurable result. The result isn’t people feel better. A result isn’t people are more comfortable in the workplace. A result is they’re selling more stuff, more often, at more margin to the clients they want. The result is the product launch goes successfully. The result is their Net Promoter scores go up. You know. Business isn’t that complicated by the way. There’s like five or six things to keep your clients up at night and you have to bridge your content to the thing that keeps them up at night with a valid, a valid promise that it will help them on their journey to fixing that.

Peter Winick has deep expertise in helping those with deep expertise. He is the CEO of Thought Leadership Leverage. Visit Peter on Twitter!

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