What content should I post when I sell a service?
The Content Framework for Small Business Owners Who Don’t Know What to Post
A marketing chap looked at my business a few years ago and told me, with enormous sympathy, that my problem was I had no visual assets.
He wasn’t wrong, I don’t make anything. I can’t photograph a client, most of them would prefer I didn’t confirm they’ve heard of me, and there’s a limit to how many times you can post a photograph of himself standing next to a lectern.
His suggestion was case studies. I said I’m contractually not allowed to write those. He said ah. Then we both studied the table for a while. Me thinking “I’m paying you a fortune for nothing”, I’ve no idea what he was thinking, that I was being difficult probably.
The trouble is he’d misread what my idea client was doing. Nobody who hires me is looking for a list of logos of companies I’ve worked with, besides they couldn’t verify it even if they tried.
What I sell is a credence good. You can’t judge the quality of it before you buy, and if we’re honest you can’t fully judge it immediately afterwards either, which is equally true of surgeons, solicitors, and a host of other service providers.
When somebody can’t assess the output, they assess the reasoning. It’s the only thing actually available to them.
So they listen to you think about a problem that isn’t theirs, and then decide from that whether you’d be of any use helping them on one that is.
Which is why the confidentiality is never the obstacle. I can’t tell you who I was with last week but I can tell you what I reckon happens in the two seconds after a salesperson hears an objection and starts talking too quickly, and you’ll have formed a fairly firm view of me by the end of that sentence.
Same for the private office, the close protection outfit, the divorce solicitor, and anyone else whose entire working life is unphotographable.
Confidentiality doesn’t stop you posting. It just stops you posting about the client.
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