Asking Prospects to Pay


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How valuable is your marketing content? Do you think your prospects would pay for a subscription to continuously receive your latest and greatest publishing efforts?

Well, that’s precisely what we ask our prospects to do.

We ask them to pay by:

  • Giving us their attention
  • Taking us up on our calls to action
  • Sharing our content with others
  • Spending an hour in our webinars
  • Following us on social media
  • Participating in discussions
  • Contributing to interactive, online dialogues
  • Commenting on our blogs
  • Filling out forms
  • Downloading our white papers
  • Watching our videos
  • Listening to our podcasts
  • Visiting with us at trade shows

We ask them to up the ante by:

  • Talking to our sales reps
  • Answering questions
  • Attending demos and presentations

We ask them to go ALL-IN by:

  • Buying – the ultimate subscription!

Each time we ask them to pay, we’re asking for more. Are we living up to the value expectations that motivate our prospects to renew their subscriptions to our content repeatedly?

Go review your content offers and ask yourself what you can do to improve the odds that your prospects will keep on shelling out their attention, information and interactions to pay for your content.

One of the things marketers often forget is that the value exchange has to be as beneficial to our prospects as we expect it to be for our companies.

Is your marketing based on Win-Win?

Republished with author's permission from original post.

Ardath Albee

Ardath Albee is a B2B Marketing Strategist and the CEO of her firm, Marketing Interactions, Inc. She helps B2B companies with complex sales create and use persona-driven content marketing strategies to turn prospects into buyers and convince customers to stay. Ardath is the author of Digital Relevance: Developing Marketing Content and Strategies that Drive Results and eMarketing Strategies for the Complex Sale. She's also an in-demand industry speaker.


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