Content beats cold calling in my mind

I got a phone call from a broker who wanted to give me a free 401(k) analysis. I’m sure the call was from Form 5500 where I’m listed as a plan sponsor. The broker had no idea who I was or what I did for a living, but it doesn’t say I’m an ERISA attorney on Form 5500. I don’t know what the batting average is on these phone calls, but it’s probably really low.

In my mind, writing content that engages plan sponsors and plan providers is the way to grow business. There have been so many people over the years who tried to sell me their services on search engine optimization or some other service that probably would net me far fewer clients than what my articles have drawn. To me, the content is better than any other form of advertising, it’s like a business card that truly engages the audience I need: plan sponsors and providers that will refer plan sponsors. To me, drafting articles is a lot easier than cold calling and dealing with a lot of hangups and no answers.

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