2017 was a freaking year.
I committed more mistakes, learned few, tried more and finally put efforts to leave my cocoon and connect.
And the result is there, right at the top. Do I need to explain this?
Yes, your rolled eyes can see I have got one beautiful reply from the great Joe Pullizi. Now, if you are hustling around content marketing space, you know the magnitude of that name.
You know how this man has kicked off a trend, scaled it to business and with other pioneers created an industry. Enough said. Massive Respect!!!
So, how did I get Joe’s love?
Because I loved Joe. Yes, it’s that simple.
A letter for a man, a catalyst and a touchstone
Quick Recap:
In his heart-melting post, Joe, the founder of the Content Marketing Institute informed that he would soon bid adieu to his institute.
That shocked me, stirred me and I stormed the keyboards.
I wanted to thank Joe for being the guide. I wanted to tell Joe how I would miss him. Still today, I don’t want Joe to leave CMI. So, I wrote the letter.
Joe replied and I danced in joy. Then another great soul from CMI, Amanda came with more surprises and goodies.
Hope, you have not missed this.
I obliged like an enchanted soul.
Can you smell the happiness here?
And voila, there Amanda was keeping her promise. Now, keeping promise sounds oxymoron today but great business like Content Marketing Institute knows their cards well.
Awesome Amanda!!!
If you are seasoned enough, you now know what next I will speak on. See, I have not founded any six or eight figure business but I have constantly worked with the startups who are relentless to kick off a successful business.
The void I explored there has been beautifully answered by CMI. Let’s talk about them-
Spread love but don’t sell love:
I am no celebrity. Helping me CMI and Amanda will not have great consequences. Then, why did Joe replied me back? Why Amanda came up with such freebie for me?
This is what, I presume( yes, with my zero ground experience on business operation) is the hallmark of great business. They are here to build relationship.
In a series of tweet and emails, CMI has tied a knot with me. Now, in future, if they reach out to me with Joe’s another book, they will have my instant attention. And when you have attention, rest is just building the Lego toys.
Reach out. Reach out now:
Time to roll the dice and introspect.
When I think through the entire chain of events of grabbing Joe’s audio-book, I understand, I have taken few steps right.
- Connect with Joe.
- Convey my message to Joe.
- Build a relationship.
Let’s break down.
As soon as Joe published his article, I was full of spirits. My muse took me under her wings and I penned the letter immediately.
Was it good or bad? I don’t know. But, my message resonated with Joe. This is pivotal to me. And I am confident Joe thinks alike.
The next task was to get Joe’s attention. Twitter came to my rescue. My first attempt was futile. So, I decided to give another shot which worked.
This is Hustle, I guess.
Call it a hack or grind, I just tried and tried till I get something from Joe or his team. My goal was to get the attention. Grabbing an audiobook? Nope, that wasn’t in my blueprint.
I was amused by Joe’s response. Not everyday Joe will reply you back but when they will do, we have to create a small dent in their memory. So, I painted a larger picture with utmost honesty.
A small effort! :)
Now, this is not a brilliant reply. I know. But, it worked somehow. Joe has not promised, their next CMI conference will be in India. I have regret for this.
But Amanda has compensated me well.
When you stitch the events, “Creating a resonating content- reach out with your message and keep warming the conversation”, a meaningful business prospect is sprouted.
Now, picture Joe as my customer and me as an opportunist (and honest) salesman and go through the series of events- this is what a sales funnel looks like. Isn’t it?
Stand out from the commotion:
For every business and content creator, the first battle is to fight against the digital noise. I was overwhelmed too before creating “something” for Joe.
I could have made poster.
I could leave an ordinary tweet for Joe.
But, I decided to play a different game. In reply of Joe’s letter, I wrote another letter for Joe. That helped me in two ways-
- Gave me more space to express all of my emotion.
- Who doesn’t love to get a letter?
This has been one big takeaway for me from here. To get noticed, to trigger the traction, we need to identify the right channel and right content strategy.
It does not necessary, we have to make a jazzy infographic or a cool video. Sometimes, an ancient mode of communication can kick off engagement.
Ask me. :)
Wrapping Up
Thank you Joe. Thank you Amanda. To help me to understand the power of content and engagement. Thank you to help me demystify the elements of business. Now, I know the “Power of Love”, “Need of reaching out”.
They sound simple. Simple they are when you pour your heart there. Thanks again Joe and Amanda to help me in decoding the mantra.
P.S- When you are coming to India?