When we don’t fully understand something, or we fear the thing, we give it a name to justify our rational towards it. There is no secret to content marketing, or content, it is just that, content…. with a message, and most of it is geared to selling something. As much as we all say, “I don’t like selling”, that’s what we do every day, in our conversations, and in our blog content, we’re either selling ideas, or products and services, but we are always selling. We all want conversion on some level, whether it’s views, traffic to a site, or for someone to buy what you’re selling.
Whatever it is you’re sharing, on your blog, on social networks, you are selling, you’re marketing….you either want click’s on your shared content, or they’re going to be asked to buy something on the other side. So let’s knock off the fancy names and just tell the story, stop hiding behind something to help you have a clear conscience. Most people hate being sold, so we change the game, we give selling a new name, content marketing. You’re not fooling anyone, you’ve just created a new revenue stream of lies.
Whatever content you’re going to share, tell the story, tell it well, believe in it, own it, but don’t make it something it’s not. Content marketing is a scam.
I’ll be up front, I am not a fan of sales people and or books on sales, I’m not comfortable there and I’m sure many others feel the same way. Keep in mind, I am a former Sales Manager from my Radio Broadcast days and I have held what feels like hundreds of sales jobs, so I know what I’m talking about, and I can spot a fraud most of the time. That’s my disclaimer. Before I ask you to read on, I want you to know I endorse this book, I was pleasantly surprised at the ease of reading it, and there are some incredible nuggets buried in this gem for you to use. One more thing, I personally think the book is more about Leadership than Sales, that’s the head fake to watch for, but you won’t know it till after you have read it. One other disclaimer to you & Ron, I don’t write reviews in a fashion you expect, but I’ll let you decide whether this type of review helped you or not. Let’s get on with it.
I was recently asked by a friend on Twitter if I would be interested in reviewing a book, I didn’t know what kind of book or the topic, but I said yes anyway because Leaders are readers, and I trusted her. Now you know what I am. Some time passed by and I never heard anything back on the topic, so I hailed my friend and she said hold your horses. Shortly thereafter, a courier showed up with a package containing the book, I opened it and shrugged my shoulders in disgust. A sales book! I don’t want to review a sales book or anything close to the topic of sales, I want to learn something new, something I haven’t done before. As you can see, I have a bad taste and attitude on the topic. But I said I would, and I am a man of my word, so I dived in and started reading my new sales book. But first, let me share the full title of this book, Lead, Sell, or Get Out of the Way: The 7 Traits of Great Sellers
Here is the BIO as taken from Ron’s book, Ron Karr is a popular public speaker and in demand business consultant known internationally as a business development expert. As President of Karr Associates, Inc., he specializes in helping organizations and professionals generate remarkable sales and operational results. His client list includes such companies as Agfa, Morgan Stanley, MetLife, Wright Medical, and UPS.
Now I’m not going to go on and on because frankly I can’t do the book justice, I highly recommend you get the book and pass your own judgment, rather than take my word for it. There are 10 chapters so it’s not a long endeavor, checkout the table of contents:
1.) The Case For Leadership
2.) The Five Beliefs of Effective Leaders
3.) The 7 Traits of Great Leaders
6.) Building Alliances
7.) Asking Good Questions
8.) Creating Powerful Value Propositions
9.) Communication Persuasively
10.) Holding Yourself Accountable
You can tell by the Table of Contents it’s not your typical book on Sales, some of it’s standard but there is much that is different. Why? Because I think Ron makes it real, he makes it so that your sales success is you the person. At the out set of this book Ron makes what I consider three profound statements, You Can Lead, You Can Sell, You Can Get Out of The Way! In his words, this book is designed to help you make the first two a reality and avoid the third altogether.
My favorite chapters are 4 & 5, Visualizing and Positioning, I think most of us are really bad at understanding these two critical areas. We tend to visualize the wrong things and that leads down the wrong road, we then find ourselves in the wrong position. I’m not here to tell you all that is in the book, otherwise I would just cut & paste and let you read it, I can’t for many reasons.
In visualizing you have to see things most others in your line of work don’t and frankly can’t. Ron lays out 7 Elements of a Clear Vision which reduces the vision to 7 steps, when it’s all said and done, you’ll have a better understanding of you why, and where you’re going. After all, it’s a journey right?
Ron helps you understand the difference between Personal Vision Versus Customer Vision. The bottom line though, it’s not about you, it’s about where your customer wants to go. Be prepared to walk through the process with Ron, it’s not as simple as I make it sound : )
In Chapter 5, Positioning, Ron really starts to make you think like a leader, most business owners have buying habits they don’t even know they have, that’s an opportunity most sales people miss altogether. You’ve probably heard much of this before, I can tell you this, there are many ways of positioning yourself with a prospect or client, but none can tell you as clearly as Ron does in this book.
Those two chapters caught my attention as being different than most other books written on sales, not to say the other chapters aren’t as solid, they are, they’re top draw so don’t skip any of them. That’s an order! The book is only 250 pages! Well, it’s 230 if you don’t count the Epilogue and Index pages, so no excuses. 🙂
I have to say, after reading his book I felt I was getting a good read on the type of person Ron is, and then after talking with him, Ron is just a down to earth, awesome man. Do your self a good service and get to know him on the many social media networks he is on, I triple dog dare ya.
Now that you’ve read this Blog Post, and I hope it makes you want to buy his book, oh, and you must visit Ron’s site, in fact, tell him Owen sent you: http://www.ronkarr.com/