After 27 years of what he describes as ‘a marriage made in hell’ Larry Bilotta learned how to reconnect with the wife. Still married – and now happily – Larry has taken what he learned in his own life, and turned it into a successful business working with couples on the edge of divorce.
As you might imagine, building trust is a big issue in Larry’s marketing efforts so I asked him to talk a little about how he uses content to build that trust and attract new business.
What marketing methods do you use both online and offline?
“90% of the marketing I use to attract people who are in marriage trouble is content. They are on the Internet because they have a very specific problem and have no idea where to turn. An article on a specific subject with a short line at the end about me is what leads them to seek out more of what I’ve written. By the time I talk to people, they are quite informed about what I believe and what I teach.”
“My topics are all about people and their problems. I do my research to find out what’s being searched and talked about and what frustrates people about their marriage relationships and that’s what I write about. A reader’s priority is finding out who they can trust, their second priority is finding things they can do now to solve their marriage problem.
“In practical terms, I maintain a blog and regular emails to my subscriber list. I also have a newsletter that is free to my subscribers as a PDF download. I use videos on my sites to explain important ideas that people don’t know and don’t realize. None of these video are selling anything on the site with the exception of a light referral to the available program at the end of the video. I’ve also written a book on womens’ self-esteem called, “Softhearted Woman Hard World”
What do you hope to achieve with your articles and blog?
“Trust, trust and more trust.”
How much time do you spend creating content each week?
“4 to 10 hours a week.”
What do you do to promote your content?
“The vast majority is placed on article sites which I feel gives the content more credibility than when it appears on my own sites.”
How much of your own personality goes into your content?
“Every single bit of it. It’s all about what I believe. When people trust me, they want to know what I think because they believe I’m the marriage expert.”
What advice would you give others starting out?
“If you’ve got more time and less money, start writing your thoughts down. It’s really nothing more than essays like you used to do in 6th grade, only this time, you believe what you’re saying.”
What are your plans for the future and how do you see content helping you achieve those aims?
“I plan to create MORE content, not less. I find that the more I write, the more I have to say. That’s a surprise to me. I used to believe that I would run out of things to say. The opposite is true, but you won’t find that out until you start writing what you think. Ultimately, that’s where my business will come from.”
Key Points from Larry Bilotta
- Do your research, find out what problems people are facing and use those problems as the focus of your content
- Content builds trust – it allows people to get to know how you think
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