RVP: A Content Strategy For Growing Client Businesses
RVP stands for Reticular Value Positioning.
I’ve written a lot about it at our Tellus blog, but as time passes it continues to get clearer in my mind and becomes sharper in its meaning. Read this post here to get a deeper understanding of why it’s called that.
We live in a time where content is still king, but speed matters more.
In this era, the fast eat the slow.
It’s why I use tools like shortly.ai to pump content out regularly.
The key to spreading your message as a thought leader and growing a sustainable client business is consistently publishing content online that gathers an audience.
From there, having an audience is where the magic happens.
But in the beginning, it’s all about consistency and frequency. You need to fall off the horse on the quantity side — NOT the quality side.
Don’t misunderstand. Quality matters. A lot.
But let’s face it: If you’re not accustomed to writing a lot, your writing won’t be good. So it’s critical that you get over that. The reps make you better.
You need a high volume of content as a starting point, but you also need to develop messaging around your content that is on-brand. That’s how an audience gathers, gets used to your unique voice, and grows.
But again, speed is the real secret.
By answering two simple questions, you’ll have the foundations to gather a large and hungry audience, quickly.
Reticular Value Positioning starts here:
1) As an expert, what’s the biggest problem you solve for someone?
2) Who is the type of person who has this problem but can also get the problem solved the fastest?
Answer those two questions and you’ll have content for days, weeks, and months to come.
You’ll have clarity for what to write about, and the foundation of an offer that is irresistible.
But not only will you be a better writer. With RVP you’ll be a better writer who gets their stuff read.
Here’s The RVP Roadmap:
The ticket here is having a framework for getting this started and done quickly — so that you can begin to scale.
In three months you should have an audience, a book, and a high-ticket program that serves your highest value clients.
Month 1:
Discover your RVP and write every day on social media.
Begin creating content around your RVP and publishing it in order to quickly get data back from the market. If you’ve gotten clarity on your RVP, within 30 days you will have momentum and feedback from a growing audience.
But there’s an important ingredient that you have to add to your daily content creation.
Prospecting.
If you know who it is that you’re writing for, you need to get your content in front of them and begin having longer conversations to gather even better feedback—possibly even closing them as a client.
So in month one you’re not only writing... you’re hunting.
Month 2:
Start writing a Micro-Book.
Use our RVP docs to form your outline for a Micro-Book (100 to 150 pages). You’ll be able to use a good amount of your content from the first 30 days as a springboard for your book. We have a specific process for this, but this book can get written fast.
Month 3:
Launch your book in an SLO in a TEF that you bring into your HTP.
Yeah, I just dropped some acronyms. 😜
An SLO is a Self Liquidating Offer. Your book isn’t meant to make you money. It’s meant to make you customers.
These customers are “Buyer-Readers” that become primed to take the next step and work with you. Spend money on acquiring readers (advertising) and when they purchase it you’ve liquidated your costs and created a buyer in your business. These readers are your best leads.
A TEF is Tellus Engagement Funnel. That’s simply what we call a sales system that engages and converts prospects into clients. This is the mechanism that makes your SLO operate smoothly and eventually converts your new readers into your HTP.
An HTP is a high-ticket program. This is the flagship offering that you standardize and sell to your highest value book readers. This is where the moolah is made. The secret here is to “productize” your services as a client-based business.
Month 4 and beyond:
You scale. You don’t stop creating content as a writer.
As you do this you get better and your audience grows with you. You sell more books, your sales systems improve, close more clients, and you keep on keeping on…
We use this exact content strategy and business model for us. Of course, this was all from the 30,000-foot view. Get the complete model in my book here!
