They Ask You Answer

29Content Never Sleeps

You may think that saying “Content—assuming it is honest and transparent—is the greatest sales tool in the world today” is too bold of a statement. You may even think, especially if you’re clinging to the past, that it’s simply not true. But let’s look at it together for a moment.

I used to think I was really good at sales. In fact, I taught sales classes and achieved some very high performance numbers for years. But, as a human being, I am limited. Content, on the other hand, is not.

Here are some truths about content, especially the content on your website, assuming it’s done right:

• Content can teach 1,000; 100,000; or even 1,000,000 people at a time. Its scope and reach have no limits. A salesperson, for the most part, can “teach” only those he or she is speaking in front of.
• Content never sleeps. It can work for you 24/7/365. It doesn’t ask for holidays. It doesn’t get sick. It simply keeps going.
• Content doesn’t need a commission and never asks for a raise. It won’t leave you for another company, and it will follow the rules and dictations you give it.
• A single piece of content can continue to work for you long after you’ve even forgotten about it. (Heck, many of the articles we’ve discussed here for River Pools are several years old, yet they generate hundreds of thousands of dollars each year in revenue. Essentially, they are “evergreen.”)

Now, let me share some other telling statistics with you.

For years as a swimming pool salesman, my life ...