The last time I brought up Garyvee, it was to highlight his “jab, jab, jab, right hook” approach to content marketing.
Give without expectation of return, first.
But in many ways, Gary isn’t exactly following his own advice…
And it’s because that particular piece of advice wasn’t intended for B2B.
Sure he asks folks to buy a book or a T-shirt here and there.
But those things are barely a blip on the radar screen of his core business interests.
Instead, he’s creating more of a “gravitational pull” effect with the content he publishes.
Here’s what I mean…
In consultative selling, as soon as you let the “right hook” go, you lose leverage.
When you commit the “ask” you’re handing over the decision-making power to the person across the table.
Now, this is okay.
And if you have an initial service offering that is easy to understand, easy to purchase, and provides a pathway to future work after trust is built, all the better.
But on the other hand, if you can get them to come to you instead…
If they’re the one to commit the ask…
The decision-making power rests squarely in your court, providing more flexibility for you to dictate the terms of engagement.
This is exactly what he explains to a business owner in one of VaynerMedia’s 4Ds sessions (which, interestingly, is a consultative outgrowth of their core business that developed as a result of this strategy), who I assume asked something to the effect of:
Here’s that clip:
And the critical nugget of insight:
The number one thing you want to do when you’re in B2B content marketing is never make your content about what you’re selling and always make so much value for the audience that they click your profile and they do the homework of what you sell. That’s what I do. That’s what works. I’m not asking for the business… I’m never asking people for their direct business in my content.”
Ding, ding, ding!
Now, how this plays with the “pathway” you provide from that profile click, to your website, to whatever back-end steps come next in your marketing and sales process is where things get interesting.
But on the front end…
On the outward “content marketing” side of things…
This feels right.
What do you think?
Email me at firstname.lastname@example.org.
I’d love to hear your take.
P.S. I guess it wouldn’t be a surprise to Gary, but this (no outward ask, the lead does the homework) is exactly what happens to me on a weekly basis on LinkedIn via the strategy outlined here.