A couple years ago, I had this idea for a free course on lead generation.
I spent months thinking about it and deliberating.
I spent weeks working on the content and writing scripts.
I hired a video team and rented out a studio to record the lessons.
When it was all said and done, I was left wondering, “was it really worth it?”
2 years later, the answer is a resounding “YES!”
I am a firm believer that EVERY consultant or professional service provider needs to have a piece of “signature content”.
Mine was a 5-day video course. I also have a webinar now.
Yours could be a white paper or an email course.
The format isn’t important as the topic.
Signature content does two really important things.
First, it validates the problem your buyer is facing.
When someone opts in to my lead generation course, I know they have a lead generation problem.
That is an invaluable data point for me to have.
Second, it gives you the opportunity to shape the way your buyer views the problem.
In delivering your content, you can help the buyer see things that they didn’t see before.
And in the process, you can steer them towards your solution, without overtly selling your solution.