With any piece of content, you need to have a Content Library organized around your Topic Wheel. Most people create blogs or produce other content randomly with no connection to other messages. But if you want to be a true marketer and grow sales, everything that you do needs to be a concept that then ties into your overall framework. If you take all your content, organize it by topic and connect those topics to
the appropriate people of authority, now you have the ultimate targeting engine. Within the structure of the Topic Wheel, you’re assembling authority. The Topic Wheel is how you structure all of your content into six topics, which is your HOW (sharing your knowledge).
The topic wheel has three layers. So, think of the outside as the Why, the middle as the How, and the very inside as the What – the hub of your wheel (the stuff you’re selling). So, we have why, how, and what.
Start with WHY, sharing stories, generating identity, and connecting with emotion. We’re telling stories people can identify with and what we believe.
For example, maybe you got cut off at Whole Foods yesterday in the parking lot, and instead of yelling at the woman, you realized she might be struggling with internal things, and you should always be kind, or maybe yesterday you went scuba diving for the first time and what was that like to overcome fear and how once you overcome fear, you can enjoy the things like seeing sharks, and seeing colorful fish.
The How is you sharing expertise on how to make a one-minute video, how to optimize a landing page, how you coach a small business owner to sell their website, and how do you do whatever it is.
And then the What is this is what you have to sell.
We understand the what. We all understand, “Give me money for a particular product or service.”
But to earn the right to sell, you have to sequence them from the Why to the How to the What
We’re going through emotion first into logic later.
People buy your Why’ people don’t buy What you have to sell.
Think about any purchase you’ve made. It’s been because of the relationships or because you believe in that doctor, the consultant, or the person you’re hiring.
It’s always based on relationships.
About the Author
You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.
You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.