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Using Flagship Content to Make Sales

Yesterday morning I was on a call with Cindy, a great lady who specializes in international and cross-cultural marketing. Cindy was saying how she had been spending a lot of time and effort in building up her Flagship Content and that it had started to show real dividends in terms of traffic and attention. She had been taking calls from as far afield as South Africa.

I love it when people tell me these techniques work so well. I’m not one for blowing my own trumpet but please excuse me while I dance a little jig around my office?

OK, back now. Where was I?

Flagship Content Sells

You will have heard about content selling all over, especially from CopyBlogger. As a matter of fact a while ago I was discovering my own ebook was making other people sales. You see, even though I advise other people on this stuff I had made one major mistake with my own Flagship Content.

By the way, as a side-note, if you want to know the difference between Flagship and Pillar/Cornerstone content, check out my Linkbait, Diggbait, Flagship Content article.

You see Flagship Content can sell. It sells very well. But you have to tell people what they need to do. If you don’t ask you don’t get.

OK, clients have mentioned my ebook to me and how much they like it. I know they have passed it around organisations. But at the same time I heard a few months ago that it was being used while engaging freelance copywriters as part of their brief.

Palm. Face. D’oh.

There is a good chance that if at the end of that little ebook I mentioned “By the way I can write this Flagship stuff for you too” that I might have pulled in work directly from it. As it happens I am happy for those other copywriters (grrr) but still, lesson learned.

How does Flagship Content sell?

  1. Attraction – You know your content is Flagship when that is how visitors find you. If people talk about your content then it will draw new pre-sold visitors to your door.
  2. Education – In your niche is there subjects where people get confused? Is there something that you are especially well equipped to help with? Demonstrate your expertise, prove you are the person to come to.
  3. Trust – What do you get when you combine third-party endorsements with great educational content? The answer, of course, is a good foundation for trust.
  4. Decision – Is your approach and alternative to another method? Are you aiming to differentiate yourself from competitors? Work it carefully and you can help the reader, or now surely potential customer, take the decision in your favor.
  5. Action – Finally you give the reader tools so they can take action, at the very least ways in which they can get in touch with you. This is where I slipped up, my only call to action was to make sure people knew to subscribe so I didn’t miss all the people who came by my ebook through other channels. Don’t make the same mistake, it doesn’t need to be a hard sell as by this point they will already be convinced you know your stuff.

Getting it Out There

Unlike your cornerstone/evergreen/pillar resources, which are vital by the way, this content goes out into the world, educates your potential customers and brings folks back to you.

Encourage people to share. The more hands you get your content into, the more customers you create.

While this content could be a series or a large post, it is more portable as a file that people can download, send around, print out. If your content is video or audio, provide the option to save as well as listen online.

I have seen business cards used as an excellent Flagship Content delivery system. What is the number one problem with business cards? People throwing them away. Put an attractive headline and a link to a free download on there though …

It has gotten to the point now where people ask me about my ebook in interviews. That’s how I know it has worked. Just like though on night time talk shows, if you are in an interview and you have not been asked about your content, don’t miss the opportunity to plug it yourself 🙂

Summary

Take your best resources to the next level and get them off of your blog in a portable form. While series and comprehensive articles are excellent Flagship Content, they will provide you with many more benefits if you supply the option to download, especially if you gain an opt-in to send follow up messages.

Help your content make you sales!

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Comments

  1. Content is the king and at last the blog with the best content wins. We all know the power of blogging but the power of content is even more.

  2. Content is the king and at last the blog with the best content wins. We all know the power of blogging but the power of content is even more.

  3. Glen Crosier says:

    Hi Chris, I know what you mean about “forgetting” to advertise yourself effectively. I guess the last thing you’d want for your flagship content is for it to be “pigeonholed” as marketing material, but on the other hand, you have to spell it out to people what you can do for them…

    Will your experience change the way you lay out flagship content in the future change? (since you found out your ebook being used by people to brief writers)

    btw did you enjoy your birthday ?

    Cheers
    Glen Crosier
    Brighton
    UK

  4. Glen Crosier says:

    Hi Chris, I know what you mean about “forgetting” to advertise yourself effectively. I guess the last thing you’d want for your flagship content is for it to be “pigeonholed” as marketing material, but on the other hand, you have to spell it out to people what you can do for them…

    Will your experience change the way you lay out flagship content in the future change? (since you found out your ebook being used by people to brief writers)

    btw did you enjoy your birthday ?

    Cheers
    Glen Crosier
    Brighton
    UK

  5. I really appreciate your articles and I find them so useful! From the time I started blogging and later on, learned about what Flagship content is all about, I find that I finally got my share of loyal audience!

    You’re one of the most reliable blogger on the planet!

  6. I really appreciate your articles and I find them so useful! From the time I started blogging and later on, learned about what Flagship content is all about, I find that I finally got my share of loyal audience!

    You’re one of the most reliable blogger on the planet!

  7. Other people making sales with your flagship content in itself is very great. Forget about advertising yourself.

  8. Other people making sales with your flagship content in itself is very great. Forget about advertising yourself.

  9. Chris, thanks for the manual on flagship content- shared it with Facebook and my list.

  10. Chris, thanks for the manual on flagship content- shared it with Facebook and my list.

  11. Chris, I enjoyed your Flagship content article. I’ve built the Capitalist Credo & Bill of Rights as a new twist on that theme. Bloggers can join the blogroll as Signers or Filibusters. So: good content + people’s interest in voting + bloggers interest in links and traffic.

    I’d love to have you as an early Signer/Filibuster. I’m working now on generating TV interest, probably in the next 2-3 weeks, so should be some decent traffic.

  12. Chris, I enjoyed your Flagship content article. I’ve built the Capitalist Credo & Bill of Rights as a new twist on that theme. Bloggers can join the blogroll as Signers or Filibusters. So: good content + people’s interest in voting + bloggers interest in links and traffic.

    I’d love to have you as an early Signer/Filibuster. I’m working now on generating TV interest, probably in the next 2-3 weeks, so should be some decent traffic.

  13. Excellent article, Chris. It’s so easy to forget that potential clients don’t really know what you’re capable of doing, especially if you don’t have a “profile” page selling your abilities. You have to ask, as hard as it is for some of us to do!

  14. Excellent article, Chris. It’s so easy to forget that potential clients don’t really know what you’re capable of doing, especially if you don’t have a “profile” page selling your abilities. You have to ask, as hard as it is for some of us to do!