Great content builds trust by showcasing expertise, culture, and value, creating lasting impressions long before opportunities arise.
What would you say if you had 30 seconds to sell your services? The idea behind your classic elevator pitch is to provide a concise, persuasive speech that quickly captures your audience’s attention and sparks interest, but in today’s digital-first world, your potential client has already looked into you. They’ve clicked your website, scrolled your LinkedIn post and maybe even read your most recent blog post before you ever get a chance to shake their hand. Which means your content is your elevator pitch.
We’re quickly becoming a zero-click society, and many aren’t even googling – rather, asking AI is their first stop. More than ever, professional services firms need to think about their content – social media, thought leadership, case studies, or even proposals – as their first impression. And just like an elevator pitch, it should be clear, compelling and consistent.
The 95:5 rule.
Recent marketing studies have concluded that only 5% of potential B2B buyers/clients are in the market for your goods and services right now (or at any given time, really). This means 95% of your prospects don’t need your services yet, and unfortunately, you cannot persuade a buyer to go “in-market” – especially in AEC.
So, what do we do? Give up?
No. We bide our time and wait for the perfect opportunities, using the months or even years to showcase our thought leadership and subject matter expertise so that when the time is right, they know we’re the firm for the job.
Great content builds trust. When a potential client sees your firm sharing insights into challenges they’re facing or spotlighting recent wins, you’re establishing expertise without selling. It starts a conversation. The same goes for talent. Future employees want to know what your culture looks like. Every post, article, and project update contributes to the story people tell themselves about your brand. Do you seem reliable? Are you transparent about your process? Are you proud of your people? When done right, marketing becomes a trust-building machine, laying the groundwork for everything from new business to top talent recruitment.
Where to start:
- Be human. Even in technical industries, people connect with people. Content that highlights the faces behind your projects or tells the story of how a challenge was solved resonates more than specs alone.
- Be helpful. Educational content (like FAQs, how-tos, and tips) is not only SEO gold but it also positions your team as trusted subject matter experts.
- Be consistent. Messaging should align across all platforms. If your proposal says one thing and your LinkedIn another, it creates confusion and dilutes your brand. Consistency not only reinforces your message, it strengthens credibility, builds recognition and shows your audience they can rely on you.
Something to remember is that oversaturation is an issue, and AI cannot help you with original insights or unique points of view. Use AI to accelerate your thinking, not outsource your actual thinking. However, good content works while you’re not in the room. It keeps building relationships, showcasing your value and reminding people why they want to work with you.
So yes, your handshake still matters. But don’t underestimate the power of that blog post you published last month or the employee spotlight you shared on LinkedIn. They might be the reason a client says, “I feel like I already know you.”
Hannah Miller is a marketing and PR specialist at Pennoni. Connect with her on LinkedIn.