Peter Vander Wall argues that brands waste time on facts and industry knowledge when they should be telling personal stories instead. Prospects buy from people they trust, not from companies that list credentials. Share the pain that led you to this work.
You're focused.
On completely the wrong thing in your content.
All the stuff you're putting out is facts, valuable.
Information, things that get the client to know you.
Know your industry.
Know the value you provide, etc.
What your prospects.
Really need, though, is to trust you. And this requires a complete reframe of your brand message. Instead of only.
Sharing information, share your story.
Share the pain from your past that led you to where you are today.
You're a person. Your prospects are people.
And people like to do business with people, not some faceless brand or some logo.
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