One of the very first things I did when I built this site was create an ebook.
I knew I needed an incentive for visitors to share their contact information with me.
I whipped up “Steal These Ideas: 10 Proven Lead Generators for Medical Companies” – a catchy title, anyhow.
I’m not proud of the work. In retrospect, it kinda sucked. Yet there it sat for 18 months.
Why is that great news? I attracted 1,500+ subscribers with it.
Most readers understand the value in free giveaways in exchange for contact information.
But most are “too busy” – or intimidated – to write it. Will it be good enough? Will it be up to their brand standards?
My advice: Put something on your site today. Anything. Even if it sucks.
Because in the 18 months it took me to finally write something I could be proud of, I attracted subscribers with the first edition.
None unsubscribed because the book sucked… some thought it was helpful (even though it wasn’t up to MY standards).
But we started a relationship.
Every time I blogged after that, I gave them value. Each time I subtly inferred, “Hi! Remember me? Was this helpful? Do you need me for anything?”
And some became paying clients.
Why My New Ebook Took 18 Months And Two Days To Write
My revised ebook (same title) took 18 months and two days to write.
I combed 18 month’s thoughts, blog posts, observations, insights from the Medical Devices Group and narrowed it down to the most important stories to relay. That took two days.
I simply couldn’t have written that book 18 months ago.
Once you start publishing… writing a blog post here or there… it gets a lot easier.
Your Action Items
1. Don’t be perfect.
2. Publish something. Your entire brand will not live or die on the strength of the content.
3. Collect leads. Begin the relationship. Win business.
4. Leave a comment on this post. What do you think of this philosophy?
5. Share on Twitter, Facebook, LinkedIn, Google+ or the medium of your choice if your colleagues would benefit from reading this.