Let’s talk about the so called “content-marketing” movement.

What is it?

It’s a loose group of marketers who believe that the best way to attract customers and clients is through creating & spreading valuable, relevant, and consistent content.

Content marketing is a great way to get leads-I use it myself & for clients

But as with anything, people can go to extremes.

One of the extremes associated with the content marketing movement is the idea of “Give, give, give, and don’t expect anything in return”

It’s as if many of these content marketers lack the ballz to make a direct pitch to make you sales.

It;s like they’re castrated or something.

You know what? I hereby dub content marketers who are too scared to make money for their clients with this label: Content Castrati

Anyway, Content Castrati mislead SaaS leaders into thinking that an endless output of white papers, long interviews, and articles will magically attract hordes of leads.

You might get leads, I admit. But you likely won’t get enough qualified leads to justify the investment in all this content.

In addition, these Content Castrati hate frequent promotional emails. They think frequent pitching is gross and self-centered

If you’re a SaaS leader, take what the Content Castrati say with a grain of salt. Otherwise you might end up in a prospect’s “friend zone”.

Sure, a prospect might give you enough attention to take advantage of the free stuff you put out (”were just friends, right?”) but they’ll be buying from your competitor who actually has the confidence & competence to sell ( “Chad drives me crazy sometimes, but I think we’re gonna get engaged.”)

Ouch. But the first sign to solving a problem is admitting you have one.

So, if you have this general mindset, you might want to consider changing your approach: “I don’t expect anything, I just enjoy spending time with you, really… I’d love to pick out your outfit for a sexy date with your boyfriend, but don’t you think you can do better, he’s kind of a jerk?… Sorry, I’ll shut the hell up and pay the cashier.”

P.S. My book shows business owners and entrepreneurs the exact steps for using creativity to make lots of money. It costs around $30 everywhere else, but if you join my daily email list by clicking the link below, you can have a digital copy for free.

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