I often partner with so called “marketing agencies” or “marketing consultants” (note: topic for another day). When I partner with these folks, I normally spend the majority of my time fighting one problem. The Forgetting of Process. For instance, I’ll get a marketing consultant who sends me the content for a page pitching a particular program and the writing or graphics will be spectacular. However, they forget how the client will be coming to that content.
You should always map out the process of bringing the client from first impression to end of sale follow-up. Then write the content or put the pieces in place to match.
Slick writing and cool graphics are a waste of time if they don’t match one of the clearly defined steps you’re taking your prospect through. If you create content first, you’ll find yourself trying to create a process around your content, which will probably not produce the results you’re looking for.
