How can you ensure the relevance of the content you distribute to prospects?

The focus on compiling a list of customer problems and aligning your content with those issues is essential for ensuring the relevance of the content you distribute to prospects. By understanding the specific challenges and pain points that prospects face, you can create content that directly addresses their needs and offers solutions. This approach enhances engagement as prospects are more likely to consume and appreciate content that resonates with their experiences.

Relevancy in content creation is paramount for building trust and credibility. When prospects see that your content reflects their struggles or concerns, it positions your offerings as more applicable to their situations, facilitating a stronger connection. Furthermore, aligning content with customer problems ensures that the messaging is targeted, increasing the likelihood of moving prospects through their decision-making process.

On the other hand, simply having physical copies available during calls does not guarantee that the content meets the needs of the prospects. Distributing a large volume of content can often lead to overwhelming prospects without addressing their specific interests or concerns. Lastly, while limiting content to what is relevant in the decision stage might seem strategic, it overlooks the importance of addressing the entire customer journey, which includes awareness and consideration stages. Focusing only on the decision stage may alienate prospects who are still evaluating their options or identifying their needs.