People Don’t Just Want Products and Services. They Want This.

I’ve lived in my house for almost seven years. Finally, I think I’ve found a plumber that I can trust to show up for an appointment, handle repairs and installations, and not try to screw me when they hand me the bill.

Why did it take so long to find a plumber? I dread looking for service providers.

I don’t know who to trust. Everyone says the same thing. There is no real difference in the services they provide. And I’ve been equally burned by companies I’ve found through referrals, search and advertisements.

Fortunately, this particular plumber is in the same networking group as me, so accountability is high and risk is relatively low.

Typically, the only way I’ve been able to sift through any number of companies is through trial and error. And you know what? I’m done.

If I want to gamble, I’ll hit the tables in Atlantic City. At least I’ll get a free drink even if I lose.

When I’m trying to choose a service provider or purchase a product, I don’t have the time, money or patience to roll the dice and hope for the best.

I’m like most of your clients and prospects who don’t just want to hear about your products and services.

You’ve probably heard statistics that say 60 percent or more of a buyer’s purchasing decision is made before the buyer ever contacts the seller.

People expect you to provide them with the information they need to make an educated decision about how and where they should spend their money.

This wasn’t the case 20 years ago or even 10 years ago, before people had instant access to virtually unlimited information in the palm of their hand.

Information is constantly showing up in their inboxes, apps and social media feeds. If the information they need doesn’t show up, a simple search will bring that information to them.

People want to know what you do and the value of what you do. They want to know your story – the people and values behind your business. They want you to answer their questions, address their concerns and clear up any confusion.

People use information to justify their investment and choose you over a competitor. If you don’t step up and be that source of information that your clients and prospects expect you to be, they’ll get their information someplace else. And spend their money someplace else.

That’s why you need to consistently create and share information. You don’t have to pump it out every day or even every week, but you do have to be consistent.

Marketers call it content. Regular people call it information.

The great thing about this information is that it works for you around the clock. Unlike an ad that disappears after certain amount of time or views, your information becomes a permanent online record of your knowledge and passion.

I focus my efforts on my blog, which is my biggest revenue generator. According to HubSpot Research , marketers who emphasize blogging are 13 times more likely to see positive ROI. That stat makes me smile.

And please don’t say blogging works for me because I’m a writer. That’s incidental. All it means is I don’t have to hire someone to write my blog for me.

Anyone with knowledge, passion and a plan can make money from blogging.

Blogging works for me, but another format may work for you. Publish a newsletter. Record a podcast. Produce videos. Write in-depth e-books and whitepapers. Choose whatever works for you and your audience.

Take a look at your online presence. Are you providing information that would earn someone’s trust and persuade them to do business with you?

Maybe if a local plumber had provided me with the information I needed and convinced me to hire them, I would have found my plumber years ago.

Of course, it’s not just plumbers. Most financial planners, lawyers, mortgage lenders, electricians, and professionals in other business categories – including so-called marketing consultants – are equally guilty.

The million dollar question is this.

Are you going to provide the information that people want and expect from you, or are you willing to let a competitor become their go-to source of information?