Personally, I don’t think so. But the article below definitely makes for an interesting read.
Dan Kennedy is never scared to put his view across in plain english.
The excerpt I’ve pasted below I think highlights Dan’s real message, and yep I agree, let’s be authentic…
Why Content Is No Longer King – The Future Of Business | SimpleWealth
http://www.simplewealth.com/2012/01/19/why-content-is-no-longer-king/
In other words, your ability to build a company or sustainable advantage because you have a better concept or better content is over.
That’s pretty profound, and a little scary – because if it’s not about the content and information, what IS it about?
In Dan’s view, it comes down to 2 fundamental things that you need to focus on and build which will lead to success as an entrepreneur.
He said to me, “if people don’t develop a profound personal preference for you and your company, you’ll always struggle to grow the business or even survive at all.”
Put another way, you have to be positioned so that your client or prospect feels like they know you, and that they have a relationship with you so that they literally are choosing you because they know and like you.
In other words, it’s about the relationship that you build with your community and the people in it. When you have that relationship, it’s very difficult for anyone else to get their attention, or to attract them away from you.
And I would say that our company tries to model this. We’ve never just relied on trying to have better information and content than others in our space (though we certainly do try to have great content). We’re told we have among the best training in the world, but we also know that’s not good enough.
We’ve always looked at trying to create a more authentic and transparent relationship with our community, and involving them in our lives to some degree. I talk about my personal life and the important people in it, and that’s because I want people to know me.
I don’t hold back my opinions for fear of being judged or alienating people, because when you hold back who you really are, it’s impossible to create any kind of authentic connection.
So, building an authentic connection and relationship is the first key to the future of business.
The second key is developing a unique and compelling offering that generates significant “pain of disconnect”.
Put another way, your ability to attract, maintain and deepen relationships with your clients relies on creating a service or offering that solves a major problem they have. That’s just good basic business .. but today, that’s not enough.
The second part is to determine how you can create “pain of disconnect” when someone decides not to continue as your client.
(via Instapaper)
