Back in 2018, I was introduced to a woman who blew me away from the moment I met her: Cherie Eilertsen.
Standing at 6 feet 2 inches, Cherie was a one-woman powerhouse whose presence could command a room.
From humble beginnings working as a real estate sales assistant, a role she fell into after starting a family, Eilertsen defied all odds and was able to reach the pinnacle of South African real estate within just a few short years.
How did she do it?
Hard work most definitely played a role, but there was something else that contributed most of all to her success.
Recognising that in order to become successful required one to be ‘in demand’, Eilertsen soon shifted her focus from one-on-one conversations, to building relationships at scale.
To achieve this, Eilertsen utilised the power of ‘content’ – being newspaper articles, interviews, speaking opportunities, and later email campaigns to achieve something she credits with being the fuel to her success.
In her own words, the content Eilertsen put out to the world allowed her customers to get to “know her, like her, and trust her” before they’d even met her – more importantly, before she’d need to ask them for the sale.
Cherie leveraged content as a way of positioning herself as a thought leader in her local market, and later an industry leader in a national market – a title that no one else would have ever handed her.
Personally, I’ll admit that in the build-up to Eilertsen’s 3-day coaching program, I was experiencing massive buyer’s remorse.
But on reflection, the $30,000 I paid to attend – arm in arm with MBS CEO Daniel Brown – was near the best investment we’ve both ever made.
So sold on Cherie’s approach were we, that we immediately began applying this thinking to email, website, and social media content across the three advice practices Daniel owns across NSW.
The result?
Or more accurately, the results?
Increased engagement and satisfaction across the existing client base, as well as the conversion of previously unconverted prospects, AND websites that continuously outrank local competitors as a result of achieving Google’s ‘authority status’.
It’s a strategy we continue to follow to this day, and we are now assisting other business owners to implement the exact same ideas within their own practices.
In fact, it was this very same strategy that led to the early success of this digital marketing and business growth business.
But enough about us.
If you’re an adviser who has been toying with the idea of investing in a content strategy of your own but are unsure where to start, I’m going to show how to exactly how to succeed by following the step-by-step process that has proved enormously successful for us and our clients.
Begin with value-based communication – blog articles and emails to your client list initially – on the topics your clients and potential clients care most about.
And if you’re thinking “this all sounds great, but there’s no way I’d ever find the time” – that’s OK.
It’s for this very reason that we’ve developed a tailored solution to help growth-focused, time-poor business owners reach all of their goals. Plus, we have an extremely talented, passionate team to help take some of the time-heavy, complicated tasks off your plate.
And the solution is based on everything that we know is working right now.
If you’re interested in knowing more about our turnkey client engagement and conversation content solution – which includes personalisation for your brand and business – schedule a 15 min call with our team and we’ll walk you through the important details on how to get started.
Our business growth solutions include:
- Emails structured for engagement and conversion
- Value based articles
- Newsletters people look forward to receiving each month, and
- Search engine optimisation (SEO)
