In the coming weeks, an updated version of my web writing site will go up. But if I’m intent on returning to sales, why bother? A proof statement, which is a well-known concept in sales.
With the growing influence of content marketing, employers may view my communications expertise as a value-add; my primary objective, however, remains sales activity, attracting accounts and higher revenue.
I borrowed text from my 2007 site because it was so remarkably good. Those words had a certain rhythm that fueled a speedy, yet informative read. I called that style “the waterfall effect.”
Regrets, I’ve had a few: the Name
I should have made it two words: Strategic and Content instead of joining them with 1 ‘c’ between the 2 words. For some reason, I fell in love with the idea of a business card with Strategic along the top and Content down the right side. Then I went hyper on Usability and learned that it was difficult for the eye to read vertically stacked text. Oh well.
And of the name? It came to me when I was reading my 2nd David Meerman Scott book, Cashing in with Content.
He wrote way back in 2005 that content was a strategic resource. I agreed. What does ‘strategic’ mean? “Important in or essential to strategy,” says Dictionary.com. Having spent so much time in sales, strategy was the name of the game and I was pretty good at it. Strategy? “A plan, method, or series of maneuvers or stratagems for obtaining a specific goal or result.”
Strategy and Websites
What did strategy have to do with writing a website or business documentation? My writing process is based on sales and marketing principles, i.e. their customer needs and priorities. It’s worked out well for both parties. Clients uniformly experience greater sales. One of my consulting friends Brian Deslauriers of GreenKite called my Process Map, “IP.” I hadn’t considered that because, based on sale principles, it just made sense to develop content that way.