Have you ever seen that episode of the Hanna Barbara cartoon Secret Squirrel, where he takes down the Quark? The Quark was a villain who removed the bottom atom of the cornerstones of buildings, causing them to come crashing down.
Chances are good you haven’t seen it, unless you used to watch a lot of Cartoon Network…
But anyway, I was thinking of that episode the other day, and about cornerstones.
Aside from the bottom corner brick of a building…
A cornerstone is an immaterial, essential element upon which something greater is built. A necessary part of the foundation of a thing.
- The teachings of Jesus Christ are the cornerstone of the Catholic church…
- Protecting human rights is the cornerstone of Amnesty International…
- Providing healthy and natural food products at an affordable price is the cornerstone of Thrive Market.
What’s the Cornerstone of Your Indoctrination Strategy?
In broad terms, it’s your content marketing.
Brian Clark’s site, Copyblogger, defines content marketing as…
“The process of creating and sharing valuable free content to attract and convert prospects into customers, and customers into repeat buyers. The type of content you share is closely related to what you sell. In other words, you educate people so that they know, like, and trust you enough to do business with you.” (Bold formatting is mine)
This last part is what we’re concerned with here at Converting the Curious. By educating cold prospects, you indoctrinate them so they know, like and trust you enough to do business with you.
How Do You Educate Cold Prospects?
You indoctrinate cold prospects with website content that answers questions, solves problems and entertains. Let’s take a look at content marketing in the context of the 5 C’s of Indoctrination:
- Control the Narrative
Using keywords in your content that answers your prospects’ questions will help you rank higher in organic search, which helps you control the narrative around the kinds of products and services you deal in. It puts you on your prospects’ radar. Many companies don’t do this, so by honing this part of your indoctrination strategy you’re already ahead of the competition.
- Confirm Your Claims
Once your prospect is drawn into your website by your first-page search ranking, well-written and researched content that not only lets them get to know you, but that backs up your authority, will quickly move them through the “know, like” part of the process.
- Clean Design, Clear Copy
When it’s easy to read and navigate your clearly written and entertaining content, prospects are inclined to stay in your world longer. The longer they hang out, the faster they can know, like and trust you.
- Come Out And Say “Hi!”
Give yourself a little leeway to come out and mingle on your site. Write a few posts that talk about your personal experiences that led you to start your business, your opinions on current industry trends, new products you’re coming out with and why… Don’t hold yourself captive on the About page. Come out and mingle!
- Capture Contact Information and Continue the Conversation
Extend your personality and soul of your business into your lead magnet and email marketing. Make offers and use language that reflects who you are and what you stand for. Create your own tribe of weirdos or professional or whoever like-minded people you want to do business with.
Creating a cornerstone out of all 5 of these things might be a little much. Consider picking one or two to focus on and sharpen at one time.
With a content-based indoctrination strategy you can sell to your prospects after you’ve developed a relationship with them, not before. And that’s how you draw people in and create a tribe of raving fans.
To get your own FREE 5 C’s of Indoctrination Checklist, go here.