Your content is not making the sale easier

Here is a simple test for your content.

After somebody watches ten of your videos, does the sales call become easier?

Do they already understand what you do, how you think, who you help, and why your process is different? Or do they show up with the exact same questions they would have asked if they had never seen you before?

If it is the second one, your content might be getting views, but it is not doing enough work.

I see businesses post tips all day long. A lawyer explains one random law. A contractor shows a finished kitchen. A financial advisor gives a broad money quote. Nothing is technically wrong with it, but none of it reduces the uncertainty that stops someone from buying.

The best content answers the questions people are slightly embarrassed, nervous, or too skeptical to ask.

How much of my time is this going to take? What happens after I sign? Why did the last company fail? How long before I know whether this is working? What do you need from me? What makes your approach different from the five other companies I am comparing?

We hear the same objections repeatedly on sales calls at Fokus. So we do not leave those answers trapped inside sales calls. They become content. That way, the next person can understand our process before they ever book.

This does not mean every video needs to be a sales pitch. Most of your content should still be useful. But useful content should lead somewhere. It should help the right person understand the problem, trust your judgment, or feel safer taking the next step.

Go through your last ten sales calls. Write down every question that came up more than once. Those are not just sales questions. They are your next content topics.

Your sales team should not have to rebuild trust from zero on every call. Good content should have already started the job.

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Areeb Mirza’s YouTube Channel