John Warrillow, Create Automatic Customers With Content Marketing

Build your company to sell it...because eventually, you will

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He had a graphic design small business and was doing everything on his own without leveraging content marketing or systems
He was told his business was worthless because it was dependent upon him (25 years ago)
For your business to be valuable, it must be valuable without you
We think top-line / bottom-line are key, which keeps us on the hamster wheel
You need to narrow your focus so you can create training programs for your staff and remove yourself from the equation
Use TVR
- Teachable—can I teach it to my team?
- Valuable—is it valuable coming from me?
  - Commodities are not valuable
- Repeatable—how often do customers need to buy it?
- Find one with the ability to sell

Ask your customers "why do you buy from us?"

Companies make a "build vs buy" decision when they look at buying you
When you have all the money in the world like McDonald's you can add another revenue stream
It's not easy to build a subscription but it's worth it
Recurring revenue drives value
- Security companies have installation and monitoring revenue
- You'll get 75 cents on the dollar for every installation dollar of revenue but you'll get $2 per every monitoring dollar
How a chiropractor can create a subscription model
Stop thinking, "I'll make my money when I sell," only to find out they created a job for themselves. Pull your money out as you go.
Moved to a syndicated research model and sold it to what is now Gartner
Six different forms of recurring revenue
- Simple consumables like coffee
- Sunk money consumables like a Keurig machine
- Subscription revenue
- Sunk money subscriptions like the Bloomberg terminal for traders who also pay for the subscripption
- Auto-renewal—in perpetuity with a storage facility like Iron Mountain
- Contract revenue is the best—CRM HubSpot subscriptions, etc.

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